Episode Details

This year’s San Fermin festival celebrates its 100th anniversary with fireworks, bull runs, and a global spotlight—thanks to Ernest Hemingway’s iconic novel “The Sun Also Rises,” which turned Pamplona into a literary pilgrimage site. Americans, especially die-hard fans like Bill Hillmann—who’s been gored three times and still runs—swarm the event, drawn by Hemingway’s vivid tales of expatriates, booze, and romance. Tour operators like Bruce Anderson, nicknamed “Papa,” lead thousands of U.S. visitors, celebrating the book’s lasting power. But the legacy’s bittersweet: while Hemingway’s prose immortalized the festival, locals now wrestle with overtourism and criticism over his glorification of bullfighting and toxic masculinity. Some even joke that Hemingway’s shadow overshadows the city’s soul.

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