Journalist Paola Rojas faces accusations of cultural appropriation after announcing the launch of her mezcal brand 'Mixes by Pao' through Instagram. In her post, Rojas described the drink as a tribute to the Mixe region, made with respect for the environment and in collaboration with local producers and families. However, in a later video, the communicator clarified that the brand does not belong to her, but is about independent producers she was helping to promote.
Oaxaca Governor Salomón Jara Cruz accused Paola Rojas of violating the Industrial Property Law and the General Law on Culture and Cultural Rights. He promised to meet with Mixe authorities to address the situation and protect the property of the towns and communities, defending cultural names like those of the Mixes. Advisor Geovany Vásquez Sagrero confirmed that a legal analysis would be conducted to initiate legal actions against the journalist.
The brand 'Mixes' has been registered in the name of Martha Patricia Campos Orozco from 2002 to 2030, according to the Mexican Institute of Industrial Property. Various activists have criticized Paola Rojas for the alleged cultural appropriation in this case.
