Wiz Khalifa and Duki's Puerto Rico Session Signals Growing Latin Cannabis Market

Wiz Khalifa and Argentine trap superstar Duki shared a joint on stage at Puerto Rico's Sauce Boyz Fest last weekend, creating a viral moment that underscores the expanding intersection of cannabis culture and Latin American hip-hop.

The impromptu session between the Pittsburgh rapper and Duki—whose real name is Mauro Lombardo—drew millions of views across social media platforms. For industry observers, the moment represents more than celebrity antics: it's a signal of Latin America's evolving relationship with cannabis as legalization efforts gain momentum across the region.

Duki, 28, has amassed over 20 million monthly Spotify listeners and regularly sells out stadiums across South America. His willingness to publicly embrace cannabis culture mirrors a broader generational shift in Latin America, where traditional anti-drug stances are giving way to reform movements. Argentina decriminalized personal cannabis use in 2009 and launched a medical cannabis program in 2017.

The Cultural Crossover

Puerto Rico's medical cannabis market has generated over $150 million in sales since launching in 2017, making it one of the Caribbean's most robust programs. The territory's cannabis-friendly reputation has increasingly attracted artists and entrepreneurs looking to tap into both the legal market and the cultural cachet around the plant.

Sauce Boyz Fest, which drew an estimated 15,000 attendees, featured multiple cannabis brands as sponsors—a partnership model that remains impossible in many U.S. states due to federal restrictions on cannabis advertising and interstate commerce.

Wiz Khalifa has built a cannabis empire beyond his music career, launching the Khalifa Kush strain and partnering with cultivation operations across multiple states. His brand has generated an estimated $50 million in revenue since 2016, according to industry analysts.

Market Implications

Latin America's legal cannabis market is projected to reach $12.7 billion by 2028, according to recent market research. Countries like Colombia, Uruguay, and Mexico have all moved toward legalization in recent years, though implementation has been uneven.

The region's trap and reggaeton scenes have increasingly normalized cannabis references, similar to hip-hop's role in shifting U.S. attitudes during the 1990s and 2000s. Artists like Bad Bunny, J Balvin, and now Duki regularly incorporate cannabis imagery into their work, reaching audiences that traditional advocacy campaigns struggle to engage.

What's Next

Duki's collaboration with Khalifa comes as Argentina debates expanding its medical cannabis program to include recreational use. A bill introduced in the country's Congress last month would establish a regulated adult-use market, though passage remains uncertain given political opposition.

For cannabis brands, Latin America represents both opportunity and challenge. The region's regulatory frameworks remain fragmented, with each country taking different approaches to cultivation, distribution, and consumption. But the cultural momentum—driven in part by artists like Duki—suggests consumer demand is outpacing policy.

The Sauce Boyz Fest moment may have been spontaneous, but it reflects calculated business moves by both artists. Khalifa continues expanding his cannabis footprint internationally, while Duki positions himself at the forefront of Latin America's cannabis normalization movement.

This article is based on original reporting by hightimes.com.