The article analyzes the role of the fig tree in various spheres of culture of the Albanians, Croats, Greeks, and other peoples of the Balkan Peninsula, as well as the use of its fruit as food and raw material for the production of alcoholic beverages and medicine. Until the 19th century, the pollination of the plant remained a mystery (not even Carl Linnaeus, the “father of botany” and the creator of the modern classification of wildlife species, was able to solve the complex puzzle of nature), which led to the emergence and proliferation of numerous mythologemes, still recorded to date, that are consistently associated with the fig tree. Currently, notions about the magical properties of the plant and its fruit are being transformed under the influence of the global passion for environmentally friendly bio products. The discussion specifically focuses on the mechanism through which such “new meanings” enter the public discourse.