‘Pasteles’ debate inspires plush brand with global ambitions
What began as a familiar holiday debate in Puerto Rican households has evolved into a fast-growing consumer brand built on cultural identity, creativity and scalable strategy.
The long-running question of whether pasteles — a Puerto Rican staple during the Christmas season — should be eaten with or without ketchup inspired Joel Ocasio-Hernández, cofounder of El Jibarito de la Cajita, to turn tradition into a commercial opportunity rooted in humor and nostalgia.
His answer was “Yuca” and “Masa,” two reversible plush pastel dolls designed to capture both sides of the debate. Each plush can be flipped to reveal a red line resembling ketchup, allowing the same character to represent opposing preferences.
The launch quickly gained traction, drawing attention from families, gift buyers and members of the Puerto Rican diaspora. What started as a playful idea became a viral moment and an early catalyst for the company’s growth.
“What I learned at the Bravo Family Foundation taught me how to turn culture into opportunity and tradition into product,” Ocasio-Hernández said.
El Jibarito de la Cajita uses a hybrid manufacturing model intended to balance creative control with scalability. While all concept development, design, illustration, scripts and packaging are handled in Puerto Rico, production extends to Puerto Rico, Colombia and China due to the absence of a local plush manufacturing industry.
The company said its production decisions are driven by expertise and quality rather than cost alone.
In six years, the brand has generated about 10 direct jobs and helped activate a broader creative network that includes illustrators, photographers, logistics firms, suppliers and retail partners.
The company’s portfolio has expanded to more than 40 cultural products, seven books and a collection of numbered character plushies that form an interconnected universe.
The character lineup includes El Jibarito, La Jibarita, Amapola, Gallo García, Los Abuelos, La Cotorra Bori, Pelotero Clemente, Tito el Satito, Rosita la dálmata, Los Reyes Magos, Granito, Don Coquí and the newest additions, Yuca and Masa.
Each release, the founders said, reinforces a sense of belonging for Puerto Ricans on and off the island and appeals to consumers who gravitate toward brands with emotional depth.
They said some consultants initially dismissed the concept as nonessential and failed to anticipate demand for products reflecting cultural identity. Over time, the brand’s performance has demonstrated that cultural resonance can drive commercial success across borders.
Growth decisions are guided by a long-term strategy centered on relevance rather than speed. Leadership adopted a 50-year vision, prioritizing selective launches and targeted partnerships. Collaborations, referred to internally as “golden buttons,” have helped expand reach and open new markets.
A partnership with Estampa Borinqueña introduced three-dimensional wooden crafts, broadening the customer base beyond children to teens and adults. The company also doubled its digital subscriber base, from 15,000 to 30,000 in two months, contributing to year-over-year growth surpassing 100%.
“The reversible pasteles sold out instantly,” Ocasio-Hernández said. “That conversation opened doors we couldn’t have reached otherwise.”
As the company looks to its next phase, leadership said it will focus on improving margins as scale increases to position the brand for sustained growth.
“This has been the best year in our history,” Ocasio-Hernández said. “But everything points to this being just the first chapter.”
