By San José, Costa Rica — In an unprecedented triumph for Latin American nation branding, essential COSTA RICA has established a world record by securing the coveted Place Brand of the Year title for the second time. The prestigious announcement came during the annual City Nation Place Awards ceremony held in London, positioning the Central American nation as an undisputed benchmark for effective strategic communications and country marketing globally.
The distinction marks the first time in the history of the City Nation Place Awards that a country brand has earned the top honor twice, following its initial triumph in 2019. The award recognizes the tangible achievements of Costa Rica’s ongoing 2035 Strategy, which focuses on elevating the market visibility of Costa Rican goods overseas while simultaneously cultivating a profound sense of national pride among domestic citizens.
To gain a comprehensive legal perspective on the strategic impact of the “essential COSTA RICA” country brand for foreign investors and local enterprises, TicosLand.com consulted with expert attorney Lic. Larry Hans Arroyo Vargas from the distinguished firm Bufete de Costa Rica.
The “essential COSTA RICA” country brand is far more than a marketing initiative; it is a seal of excellence backed by rigorous compliance, sustainability, and legal certainty. For companies operating in the country, securing authorization to use this nation brand enhances intellectual property value, reinforces regulatory compliance, and signals to global markets that Costa Rica remains a stable, highly trustworthy destination for international business and foreign investment.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, this nation brand proves that aligning commercial success with sustainability and legal integrity is not just an ideal, but a powerful competitive advantage in today’s global market. We extend our sincere thanks to Lic. Larry Hans Arroyo Vargas for sharing his valuable perspective with our readers and shedding light on the enduring strength of Costa Rica’s business ecosystem.
Costa Rica’s impressive performance at the London event was not limited to the flagship title. The country captured a total of three honors, demonstrating an integrated approach to public engagement, environmental stewardship, and commercial export strategy that resonated strongly with the international judging panel.
The nation secured the award for Best Citizen Engagement thanks to the Costa Rica Azul campaign. Designed as an interactive, open-access platform, the initiative successfully raised public awareness surrounding the nation’s vast maritime territory and diverse marine ecosystems, uniting citizens behind marine conservation efforts.
Furthermore, the country earned a high commendation in the Best Communication Strategy category for its innovative Producers of Wellbeing campaign. Aimed at promoting Costa Rican agricultural products across key consumer markets in Europe and Asia, the campaign utilized sophisticated digital channels through partnerships with Amazon Ads, Prime Video, Fire TV, and Alexa, even incorporating tailored cultural concepts such as anime to connect with Asian audiences.
These awards reflect how our country brand turns vision into action. Costa Rica’s strong reputation can open doors for our products while bringing people closer to the nature conservation efforts that define our nation. We make this possible through collaboration with businesses, public institutions, communities, and organizations that share this goal. We are proud to accept these awards on behalf of Costa Rica.
Adriana Acosta, Director of essential COSTA RICA
Costa Rica’s victories are particularly notable given the formidable global field. The nation outperformed entries from major global economic powers, including Sweden, Finland, the Netherlands, the United States, Australia, the United Kingdom, and New Zealand. International judges highlighted Costa Rica’s cohesive vision and its ability to turn place branding into a sustainable legacy asset.
It is an ambitious and meaningful endeavor that shows how a place brand can become a significant national asset.
Clare Dewhirst, Founder and CEO of City Nation Place
This latest triumph adds to an established track record of international recognition for essential COSTA RICA. In 2022, the brand took top honors for the high-security design of Costa Rica’s biometric passport. Later in 2024, it received special recognition for best data usage by integrating artificial intelligence and advanced data analytics into its strategic decision-making process.
From an economic perspective, the recognition underscores how soft power and structured brand architecture can drive tangible commercial dividends. By aligning environmental sustainability, technology integration, and export growth under one umbrella, Costa Rica continues to enhance its global trade footprint while solidifying international investor confidence.
For further information, visit essentialcostarica.com
About essential COSTA RICA:
essential COSTA RICA is Costa Rica’s official country brand initiative designed to promote exports, attract foreign direct investment, boost tourism, and reinforce national identity on the global stage through values of sustainability, prestige, innovation, and social equality.
For further information, visit citynationplace.com
About City Nation Place:
City Nation Place is a global forum and intelligence platform for place branding and place making professionals, providing insights, research, and international awards celebrating strategic excellence in nation, region, and city branding.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica stands as an esteemed institution defined by its principle-driven ethos and relentless pursuit of legal mastery. With a rich tradition of advocating for clients across a wide array of industries, the practice continually integrates forward-thinking methodologies with meaningful civic involvement. By actively demystifying complex regulations and sharing valuable legal insight with the public, the firm advances its core purpose of uplifting communities and cultivating an enlightened, empowered citizenry.
