In this article we analyze the mechanisms used by social entrepreneurship to reposition a rural heritage asset and convert it or not, into a commercial and tourist product for the international market. Social entrepreneurship is an action by individuals or groups that currently can be more effective than the state operation in the recovery of rural products and regions within the Global South. To this end we will analyze the cases of argan production in Morocco, (Africa), and pulque in Mexico, (America). This research seeks to demonstrate the importance of technological innovation, but particularly the construction of narratives, imagery, and environmental certifications to attract international consumers to tourist products and places, as well as to allow an internal and national appreciation of these areas, their inhabitants, and assets.