Before he became arguably the most popular head of state in the world, Nayib Bukele was an adman. The President of El Salvador has branded himself the world's coolest dictator and a philosopher king, but he is, perhaps above all, a former publicist attuned to the power of image—his own and his country's. Bukele's policy of mano dura—iron fist—drove an aggressive crackdown on vicious gangs that has jailed 81,000 people and led to a precipitous drop in homicides.
A leader should be a philosopher before he is a king, Bukele told me, reclining in a chair as the sun set over the lush jungle grounds, rather than the typical politician who is hated by their people. El Salvador now markets itself as the land of surf, volcanoes, and coffee, hosts international events like the Miss Universe pageant, and draws tourists and cryptocurrency enthusiasts to coastal enclaves like Bitcoin Beach.
After decades of violence, fear, and extortion, citizens can move freely in former gang-controlled red zones, lounge in parks, and go out at night. Bukele's approval rating these days tops 90% according to the latest CID Gallup poll. His picture adorns key chains, mugs, and T-shirts at souvenir stands; prominent portraits of him and his wife greet visitors at the airport.
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