The Indian Everyone Desires: The Consumption of 'Huichol' Goods After the Battle for Wirikuta

The following article explores the interaction between the commercial uses of indigenous visual culture, philanthropy and profit in products that use features of Wixárika culture (also known as Huichol). I argue that the commercialization of Huichol goods is achieved through symbols that demarcate and commercialize otherness through visual languages that appeal to a global consumer public. In particular, I analyze how the boom in products inspired by Wixárika culture has intersected with the defense of Wirikuta, the sacred Wixárika pilgrimage route located in the state of San Luis Potosí, which has been the object of controversy due to several mining projects.

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