Gaza's healthcare infrastructure is on the brink of 'total collapse,' as reported by the United Nations, due to the extensive targeting of hospitals by Israeli military actions.

Amidst this dire backdrop, Osama Qashoo, a Palestinian activist, filmmaker, and now fizzy drink entrepreneur, has launched an initiative to rebuild the al Karama hospital in northern Gaza through the profits generated by his newly introduced product, Gaza Cola.

The 43-year-old activist unveiled Gaza Cola in London, positioning it as both a Coca-Cola alternative and a vehicle for socio-political change.

The product not only carries the Palestinian flag in its design but also embodies a deeper message of dignity and resistance against corporate complicity in the arms trade and its repercussions in conflict zones like Gaza.

Al Karama hospital, which was reduced to rubble due to the conflict, has been chosen by Qashoo as a manageable reconstruction endeavour.

Though exact costs and timelines remain uncertain, Qashoo envisions using the profits from Gaza Cola to bring this vision to life.

In the interim, a field hospital has been set up using abandoned parachutes from aid drops, highlighting both innovation and determination in the face of adversity.

Qashoo conceptualized Gaza Cola in November 2023, incorporating design elements that symbolize Palestinian identity, such as the keffiyeh pattern.

Despite not being a fan of fizzy drinks himself, Qashoo views the product as a platform to challenge multinational corporations, urging them to reconsider the ethical implications of their investments in regions plagued by conflict.

A prominent supporter of the Boycott, Divestment, Sanctions (BDS) movement, Qashoo's activism is rooted in his experiences, including co-founding the International Solidarity Movement and participating in the 2010 Gaza Freedom Flotilla.

Having relocated to the UK after enduring persecution in Palestine, he established the Palestine House in London, a cultural and political hub for Palestinians.

Criticism of multinational corporations like Coca-Cola, which reportedly maintains facilities in occupied East Jerusalem, is central to Qashoo's mission.

These companies have faced calls for boycott in response to perceived associations with geopolitical conflicts.

The BDS movement has similarly targeted corporations that continued operations in Russia following the 2022 invasion of Ukraine.

Gaza Cola aims to capitalize on regional boycotts of global soda brands, presenting itself as an appealing alternative.

More than 500,000 cans had been sold by the end of last year, with distribution expanding across the UK and into countries including Spain, Australia, South Africa, and Kuwait.

However, logistical challenges mean that Gaza and West Bank residents may not experience the product firsthand.

Coca-Cola has not provided a comment regarding the launch of Gaza Cola or the associated boycott claims.