SAN JUAN, Puerto Rico (AFP) — The day before Bad Bunny kicked off his blockbuster residency that’s expected to bring hundreds of millions of dollars to Puerto Rico while showcasing its rich culture, he posted a simple message: “Shop local.”

The ethos is core to his 30-show concert series in San Juan which, after nine performances exclusive to residents, will open up to fans from elsewhere — what many Boricuas, as Puerto Ricans are known, are hoping will serve as an exercise in responsible tourism.

“It’s an incredible moment for the island,” said Davelyn Tardi of the promotional agency Discover Puerto Rico.

The organisation conservatively estimates the residency will bring in some US$200 million to Puerto Rico over the approximately three-month run, which falls during the typically less-trafficked summer months.

Azael Ayala works at a bar in one of San Juan’s popular nightlife zones, telling AFP that business was already booming even though the residency was only in its first weekend.

It’s “completely changed”, the 29-year-old said, as crowds buzzed about La Placita where some bars were slinging Bad Bunny-themed cocktails.

“We’re thrilled,” Ayala said. “The tips are through the roof.”

The fact that people are coming from across the globe to see Bad Bunny “is a source of pride for Puerto Rico, too,” he added.

Arely Ortiz, a 23-year-old student from Los Angeles, couldn’t score a ticket to a show — but said Bad Bunny was still the draw that prompted her to book her first trip to Puerto Rico.

“I really love how outspoken he is about his community,” she said. “Just seeing him, that he can get so far, and he’s Latino, it encourages more Latinos to be able to go for what they want.”

“He has for sure empowered Latinos, like 100 per cent.”

Bad Bunny — who was born and raised Benito Antonio Martinez Ocasio — himself has pointed to such issues and more in his metaphor and reference-laden lyrics.

“In my life, you were a tourist,” reads one translation of his track “Turista… You only saw the best of me and not how I was suffering.”

Ultimately, Bad Bunny’s residency is a love letter to his people — a show about and for Puerto Ricans whose narrative centers on heritage, pride and joy.