All rich kids of Instagram come off as pompous, obnoxious brats, but usually their showing off is just a reflection of their own inanity – it doesn’t cause mass level political and social divide.

The same can’t be said for Mexico, where the pretentious young ones of the affluent and superrich are not just embarrassing their parents but highlighting the highly uneven distribution of wealth in a country where per capita income is less than $12,000.

Known as Mirreyes (my kings), this exclusive club of teenagers with wealthy parents flaunt their flashy lifestyle on Instagram, with expensive champagnes, five-star hotel suites, pricey watches, helicopter rides, sports cars and luxury vacations being recurring themes in most cases.

Not knowing where to stop, the Mirreyes sometimes creates massive PR messes for their parents, most of who are public figures or hold important positions in public offices. One such case is of former Chiapas Attorney General Raciel Lopez Salazar’s eldest son Jorge Alberto López Amores, who jumped out of a cruise ship just so it would make the ship stop and search for him.

Ricardo Rafael captured Mirreyes and the societal divide their actions are causing in Mexico in his book Mirreynato, the Other Inequality. “In Mexico, if you are from the Generation Me … you won’t face the law,” he writes in his book. “They don’t face the consequences of their exhibitionism.”

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