¡Pura Vida! (pronounced POO-rah VEE-dah) means Pure Life, the national saying of Costa Rica. The people of Costa Rica live this saying. It’s a way of life, an expression of optimism in the face of unfortunate circumstance. No matter how little or how much you have in life, we are all here together, and life is short, so start living it “Pura Vida” style!