The “Bula” Spirit

The Bula Spirit

Sun, sea and sand combined with a naturally healthy cuisine (based around fresh produce and seafood from Fiji’s rich, volcanic soil and abundant seas) all contribute to a sense of wellbeing.

92 per cent of Fijians questioned for a recent Gallup International Happiness, Hope and Economic Optimism survey answered ‘happy’ or ‘very happy’ when asked how they feel. The report showed Fiji was the happiest country in the world even as happiness was in decline elsewhere.

Beyond lifestyle, this happy anomaly boils down to a culture that differs in many ways from our own and can be expressed, in essence, as the Bula Spirit.

A jubilantly bellowed ‘Bula!’ is something you hear everywhere you go in Fiji and it’s impossible not to smile back when you do.

But more than simply a greeting, Bula is a wish for happiness, good health and the energy of life – and it underpins everything here. Fijians are deliberate about nurturing and sharing their happiness and this generous Bula Spirit is reflected annually in their Bulanaires List – a cheeky subversion of the billionaires list and nod to the fact that money doesn’t buy happiness that seeks to redefine what it means to be rich.

“Bulanaires are people who embody the values for happiness, whether that is sharing, giving back, appreciating life or simply connecting more with family and friends,” explains Professor Lea Waters, president of the International Positive Psychology Association, founding director of the Centre for Positive Psychology at the University of Melbourne and herself an honorary Bulanaire.

“The Bulanaires List includes people from across the world who we celebrate for the way they live a values-based life, for sharing their happiness, for showing resilience, and for helping others to find happiness,” she says.

The international travel restrictions that have arisen as a result of the pandemic have caused considerable disruptions across the country. And yet, the Bula Spirit remains strong.

This has been best embodied by a Facebook group called Barter for Better Fiji, which was launched during the pandemic with the aim of nurturing a community of kindness through bartering. Tapping into a traditional custom of giving and exchange called kerekere, the group provides a way for Fijians who are currently short on cash to get hold of items they need.

It all comes down to the fact that our happiness relies on a finely tuned cocktail of neuropeptides and neurotransmitters – or chemical messengers – in our brains. Dopamine, serotonin, oxytocin and endorphins all help regulate many bodily functions including sleep, memory and metabolism, but they’re perhaps most well known as being ‘happy hormones’ due to the roles they play in regulating mood and emotion.

Dopamine release tells the brain when to expect something rewarding, modulates how rewarding it will be and motivates us to take action toward those goals, desires and needs, giving a surge of reinforcing pleasure when we achieve them.

The right level of serotonin, on the other hand, acts as a mood regulator that keeps feelings stable and prevents any major fluctuations in happiness. Exposure to sunlight, being in nature and feeling of value all help trigger serotonin release in the brain and the result is the Holy Grail-like feeling of contentment.

Of the two remaining components of this cocktail, endorphins are released through exercise and laughter, among other things, and the ‘love chemical’ oxytocin is fostered through social interactions and bonding, physical intimacy including hugging and holding hands, and even simply smiling.

The Bula Spirit is in everything we do here at Bula Botanicals

We build long-term relationships with farmers and distillers who are as passionate about carriers as we are. They create their products with respect for nature, using traditional methods.

All of our products are handcrafted at a small scale, ensuring unmatched attention to quality and detail at every step of the process.

We source our products responsibly. All of our carriers are certified organic, wildcrafted in their natural habitat, or organically grown in places where certification is unavailable or impractical. The bottom line is the same: our carriers are free from additives, pesticides, and synthetic ingredients.

With every sale, we contribute to sustainable farming and native communities residing on Vanua Levu Island, Fiji,