A bag from the Spanish brand Vima Foods, originally designed to carry food, has become the accessory of the moment in Cuba and is a new example of resource optimization in the face of the country's chronic shortages.
A video posted by the Cuban content creator Dory Biker on Instagram showcases the Vima bag as the "new handbag trend in Cuba," featuring images of Cubans "showing off the accessory" with complete confidence in various settings. Its unisex design allows both men and women to wear it interchangeably.
Vima Foods is a Galician company that operates as one of the largest food distributors in Cuba. The company projects a revenue of 216 million euros by 2026, which gives an idea of the scale of its operation in the Caribbean.
Creative reuse of containers and packaging is a common practice in Cuba, where scarcity forces the population to reinvent the use of any available object.
It is not the first time that Cuban ingenuity has transformed something ordinary into a trend. For a while, it was the foreign brand rice bags, such as "Royal Basmati", that set the trend. These were sent by Cubans from abroad and transformed into practical bags for various purposes.
The video garnered hundreds of comments within just a few hours, with users both on and off the island celebrating the humor with which Cubans face daily hardships. For many, the Vima Foods bag is no longer just an advertisement: it has become a "symbol of resilience."
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