In recent times, the urban consumption of yaje in Columbia constitutes an expanding phenomenon that attracts a varied public of middle and upper class in search of therapeutic, spiritual and enlightening alternatives. This phenomenon can be classified in what several investigators have called neoshamanism or modern western shamanism. The present article analyzes how, in various Colombian cities, neoshamanism associated with the use of yaje identifies with discourses and practices related to the cultural industry of the New Era.