A Cuban TikToker has stirred up controversy on social media after sharing a video that portrays, with a mix of amazement and irony, a foreign currency store at the elite Palco Shopping Center in Havana. The TikToker, who goes by the handle @keycubanita4, likened the store to “the Costco of Havana.”
“It all started like any other day in Cuba,” she narrates at the beginning of her TikTok. Initially, she set out to buy cooking oil and cookies, but instead found herself in a shop “where everything is available,” including imported goods allegedly from the United States. While filming the well-stocked shelves, she concludes with a provocative statement: “Follow me for more real adventures from this island where anything is possible… or almost.”
The word “almost” was enough to spark outrage among many Cubans who live a drastically different reality than what the video depicts. Responses flooded in, filled with pain, sarcasm, and social criticism.
“Where do they pay in dollars in Cuba?” one user asked sarcastically. Another commented, “That’s all nice, but only if you have family abroad working hard to send you remittances.” A third person mocked, “And the embargo? And the tumultuous, brutal North?” referencing the official narrative that blames the United States for Cuba’s shortages.
Many pointed out that the Palco Shopping Center isn’t new and its existence is a stark contrast to the scarcity faced by most Cubans, who earn their wages in pesos and confront dollarized prices. Some were harsher, accusing such videos of “whitewashing the dictatorship” by presenting a distorted image of the national reality. “These videos only serve as propaganda for the regime. They promote what looks like the Costco of Havana… oh God, the things we hear on social media!”
One particularly striking comment encapsulated the widespread sentiment: “Anything possible on that island? What is possible? Everything is impossible there: no electricity, no food, no transportation, no medicine. A Cuban who doesn’t receive dollars can’t go there. Kids can’t have Oreo cookies unless they have a mom or dad abroad who emigrated with a broken heart to feed them. The streets are full of trash, Havana is crumbling, there are no teachers because nobody wants to teach for $10 a month. What will you show in your content? The bubble you live in or the reality of Cubans bathing with a bucket and sleeping with heat and mosquitoes?”
The widespread indignation highlights the disconnect between the abundance displayed in certain dollar-only stores and the harsh reality faced by millions of Cubans who cannot afford basic necessities. Once again, the contrast between stocked shelves and empty pockets becomes a point of contention online.
Since 2025, the Cuban government has accelerated the opening of stores that operate exclusively in dollars, claiming it as a way to “capture foreign currency and improve supply.” Establishments like the 3rd and 70th supermarket in Havana, “Casalinda” in the former Ten Cents, and new locations in provinces such as Holguín, Villa Clara, and Ciego de Ávila have marked this trend.
These stores only accept payments via international cards (Visa, MasterCard, MIR) or cards reloaded from abroad, excluding most Cubans who earn in pesos. While these shops display shelves filled with imported goods, stores in the national currency remain empty, creating a strong sense of injustice and economic segmentation.
Economists like Pedro Monreal have warned that this “partial dollarization” deepens inequality by creating a parallel market accessible only to those receiving remittances or foreign currency. Citizen complaints also highlight humiliating practices, such as receiving change in candies for cash payments in dollars, and denounce that this strategy turns access to basic products into a privilege reserved for a minority.
Understanding the Impact of Dollar-Only Stores in Cuba
Why are dollar-only stores controversial in Cuba?
Dollar-only stores are controversial because they highlight the economic disparity in Cuba. While some can access these stores with foreign currency, the majority of Cubans, who earn in pesos, cannot afford the products, leading to a sense of inequality and injustice.
How do these stores operate in Cuba?
These stores operate by accepting payments only via international cards or cards that are reloaded from abroad. This system excludes most Cubans who do not have access to foreign currency, thus creating a market that caters to a select few.
What is the government's justification for these stores?
The Cuban government justifies these dollar-only stores as a means to capture foreign currency and improve the supply of goods. However, this approach has been criticized for exacerbating economic inequality and creating a two-tiered market.