The Chulas are kind and plump women, wearing wide and colorful skirts I met in Bolivia  which is basically the India of South America. You can meet them almost everywhere, at street stalls that they decorate with carcasses of alpaca puppies for luck, on the market selling vegetables on the floor and even in boxing battle that they hold every Sunday.

In the past, the Bolivian people treated the Chulas with considerable contempt and they were even discriminated against and were not sometimes allowed to enter public places and were considered as the bottom of the classes in Bolivia.
Therefore in recent years the Chulas have been fighting for their status and rights by proving their strength in boxing fights between them that many people come to see every week.

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As part of a branding course I had to create a character for the Olympics I chose Bolivia and who better represents Bolivia than the woman who prides herself on her "derogatory" nickname, is not afraid to take on a "masculine" job and is happy to be an integral part of Bolivian culture.