Keyla González, known on TikTok as @keylitaglez, along with her partner, embarked on a venture to open an online artisanal donut shop from their home kitchen in Vedado, Havana. With an initial investment of just 9,000 Cuban pesos, their goal is to build a future without having to leave Cuba.
On Tuesday, Keyla shared a TikTok video that quickly garnered over 8,000 views, detailing the birth of their business, the challenges they've faced, and the dream that keeps them motivated. "We started our donut business with the ambition of becoming millionaires. Will we achieve it? We don't know, but we're going to try every single day," she expressed.
The Humble Beginnings
Their journey began modestly. "We started with very little, in our home kitchen, without baking trays, using cardboard boxes, and limited materials," Keyla recounted. Today, their circumstances have improved significantly: they now have a dedicated pastry table, high-quality ingredients, and a mixer. "We’re still at home, but in a larger room, with items we thought would take us much longer to acquire," she added.
Challenges on the Path
Keyla acknowledged the difficulties along the way: "It hasn't been easy; we've faced ups and downs and moments of wanting to give up, but our desire to grow is stronger." Her most famous saying captures this spirit: "I don't have a dryer, but I have vision."
Defying Skepticism
In her video, Keyla also addressed the skepticism of those who urge them to leave the island. "We're going to rise out of the misery in Cuba, and I know many will say: 'A business in Cuba, they're crazy! The government will take it away. It's better to leave the country.' Because there are always negative people," she stated, aware of the criticism they face.
Their mission is clear: "We're two young Cubans pursuing our dreams, to create and grow. It doesn't matter where we are, because it's not the place that defines you, but the mindset you have."
Entrepreneurship Amid Economic Struggles
This couple's enterprise is part of a growing trend among young Cubans who are turning to entrepreneurship amidst the severe economic crisis plaguing the island, a result of 67 years under a communist dictatorship.
Since 2021, the government has allowed the formation of micro, small, and medium-sized enterprises (MIPYMES), offering a formal path for entrepreneurship. Yet, the environment remains challenging: a fuel crisis impacts 96% of MIPYMES, bureaucracy is a constant hurdle, and Agreement 10216, published in February 2026, mandates e-commerce platforms to register with the Central Bank and the Ministry of Communications, adding further layers of state control.
Other stories from the digital bubble of TikTok as a source of income for Cubans demonstrate that this phenomenon extends beyond isolated cases, with young people even leaving state jobs to pursue social media ventures.
Despite these adversities, Keyla and her partner are determined to persevere: "Today, we are an online store selling delicious donuts, but we will be much more than that because our donuts are made to bite into and never let go."
Frequently Asked Questions About Cuban Entrepreneurship
What challenges do young Cuban entrepreneurs face?
Young Cuban entrepreneurs often face significant challenges such as limited resources, bureaucratic obstacles, and state control over various aspects of business operations.
How has the Cuban government responded to entrepreneurship?
Since 2021, the Cuban government has allowed the creation of micro, small, and medium-sized enterprises (MIPYMES), providing a formal route for entrepreneurship. However, the environment remains difficult due to regulatory and resource challenges.
Why do some young Cubans choose to stay and start businesses?
Some young Cubans choose to stay and start businesses because they are committed to pursuing their dreams and believe that mindset, rather than location, determines success.