At the beginning of 2011, the 26-year-old graphic designer from Palma, Jaume Vich, was in charge of coordinating the successful lipdub campaign ‘Mallorca m’agrada’ by Obra Cultural Balear (OCB). Back in 2008, the entity had launched the ‘Cafè per la Llengua’ campaign with well-known faces such as that of tennis player Rafel Nadal. According to the official statement, the new initiative aimed to “promote the moral rearmament of people who love Mallorca”. Many towns became involved in the creation of collective videos that claimed their own identity elements. In June, that boost of self-esteem would turn into frustration. The popular José Ramón Bauzá won the regional elections. His four-year term would be characterized by a clearly hostile attitude towards the Catalan language and culture.

If certain football matches, the ultimate expression of the flat EEG, can be called "classics", with the same or greater reason this name can be used for souvenirs in kiosks and stores. souvenirs that have been in circulation for decades. Untouched by the passage of time, unfazed by changing fashions, impervious to oblivion, affected, if at all, and only by the wear and tear caused by the sun, postcards, towels, and T-shirts bearing the name of Mallorca have reigned supreme in their territory forever.

Canarian researcher Fernando Estévez González, who died in 2016, is the author of the posthumous essay Souvenir, souvenir. An anthropologist before tourism (2019). "In the pomp of tourist consumption," he says, "the souvenir represents the embodiment of useless spending. As the main symbolic medium of tourism, this small memento, produced in bulk, cannot hide its banality, but it contributes to making the intangible experiences of the trip tangible."