The Cuban YouTuber behind the channel JSant TV recently ventured into Amistad 26, a newly opened store operating in freely convertible currency (MLC) in Havana's Plaza de la Revolución district. Armed with just 3.30 MLC on his card, he aimed to inspect the prices, only to find himself hitting obstacles at every turn.
On his first attempt, he was turned away as the power went out, forcing the store to close. The following day, after enduring a long, tedious line, he was finally allowed entry, only for the power to cut out again. However, this time the store remained open, advising customers to complete purchases via Transfermóvil, the mobile app by ETECSA enabling bank, commercial, and telecom transactions in Cuba.
Exploring the Store's Offerings Amidst Power Outages
Despite the blackout, JSant TV had the opportunity to browse the store's selection. At first glance, the shop appeared better stocked than similar outlets, yet the prices were exorbitant, with Spanish products marked up significantly compared to their prices in Spain. A particular shock was a kilogram of rice priced at 7.60 USD—equivalent to about 2,014 pesos, given the MLC's stable informal market rate of 265 CUP. "This must be gold-infused rice," the YouTuber quipped sarcastically.
The rice in question, Dacsa, is a well-known and costly Spanish brand, famed for its high-quality craftsmanship and ideal for traditional dishes like paella. Offering such an expensive staple to Cuban consumers—who rely heavily on rice—is nothing short of exploitative. Even if cheaper options existed, or had perhaps sold out, selling rice at 7.60 MLC in a Cuban market borders on immoral.
Unfulfilled Shopping Experience
Throughout his visit, JSant compared the MLC store prices to those in the black market. Ultimately, he left empty-handed since his iPhone couldn't support Transfermóvil, leaving him unable to spend his 3.30 MLC. "What you need at the best price... This slogan is a lie," he declared upon exiting, pointing to the store's misleading advertisement.
Commenters on his video expressed outrage over the prices, which exceeded those in Spanish supermarkets. One viewer sarcastically suggested, "The slogan should read 'The best prices for those with relatives in Miami.'"
A Store with a Basque Provider
Located at the corner of Avenida 26 and Zapata, the Amistad 26 Market is a collaboration between the Tiendas Caribe chain and Basque supplier Aldaketa. During its reopening, the store staff pledged to deliver quality service, while the supplier promised to enhance product variety and pricing to better serve the local population. Yet, such pledges cannot obscure the harsh reality: most Cubans lack access to MLC, barring them from shopping in these stores.
The empty promise from Díaz-Canel in 2020, which described MLC stores as a necessity to stock stores with national currency, now seems distant. Introduced in 2019 as a government measure to attract foreign exchange amidst an escalating economic crisis and severe shortages of basic goods, these MLC stores have evolved into symbols of social inequality. Many Cubans are unable to directly access foreign currency and must rely on remittances or the informal market to purchase anything from these outlets.