The Cuban TikToker @soy_jesspilar sparked a storm on social media after posting a video from a supermarket in Havana that, according to her, offers “special flavors, premium products, and an environment that encourages you to choose without haste”. In the clip, she can be seen walking through the aisles of the store showcasing wines, imported sweets, and luxury items, while inviting her followers to enjoy “shopping that makes dining and gifting easier.”
“A place where everything is carefully selected. Where you make those purchases that make setting the table and gifts easier,” says the creator in the video. But what seemed like a simple promotion ended up becoming a target of criticism, with thousands of users accusing her of depicting an “unreal Cuba” and “mocking the people” during an economic crisis.
“It's almost a mockery for Cubans,” wrote a user, while another asserted: “This is the Cuba of the connected, the rest suffer from hunger.” Another comment, which went viral, questioned her directly: “I would be ashamed to post a video like that knowing there are people who don't even have bread to eat.”
The criticisms didn't stop there. “It must be the only market where millionaire socialists go,” one internet user joked, while someone else pointed out: “That's not a supermarket, it's a store for the 1% living off the government.” Reactions also came from abroad: “I’m Mexican and I know Cuba, and even I feel it's not right to post this knowing the situation in the country,” wrote one user, one of the most liked messages.
Others compared the store to shops in other countries: “The market for the wealthy in Cuba looks like an Oxxo from my neighborhood in Mexico,” joked one comment that received hundreds of replies. “Even Cuba's premium store looks poorer than any Latin American kiosk,” noted another person.
Although some followers came to the influencer's defense, asserting that she has the right to share her life, the majority agreed that the video was a misstep. "Is it wrong to have money? No. But there are times when showing off hurts more than it inspires," commented one user, reflecting the general sentiment.
The video by @soy_jesspilar, which has already gathered thousands of views, has reignited the debate on inequality in Cuba and the disconnect between official discourse and everyday reality. While some see it as mere aspirational content, many others view it as a postcard of privilege in a country where the majority barely survives.
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