While a significant portion of Cuba's population struggles to access adequate food, a wave of digital content creators showcases lavish dishes, upscale cafes, and gourmet experiences on social media platforms.
The Food Monitor Program (FMP) has released a report examining the rise of Cuban food influencers, highlighting the ethical, psychological, and social implications of this trend amid the island's worst food crisis in decades.
According to data from FMP and the organization Cuido60, an alarming 96.91% of Cubans lack proper access to food. By 2025, it's projected that in 33.9% of households, at least one person will have gone to bed hungry in the last 30 days, marking a 9.3 percentage point increase from 2024.
Currently, five provinces are identified as critically food insecure: Havana, Matanzas, Cienfuegos, Guantánamo, and Santiago de Cuba.
The Cognitive Dissonance of Food Influencers
FMP describes the situation as a "cognitive dissonance" affecting the average viewer. Videos from high-end private restaurants, where a meal costs several days of minimum wage, circulate on the same platforms where millions search for survival recipes.
"For many, food has transitioned from a social pleasure to a logistical survival challenge," the report notes.
The organization warns that algorithms on Instagram, TikTok, and Facebook are not designed to mirror social reality but to keep users engaged longer.
"Algorithms don’t differentiate between showcasing a lifestyle and promoting an unattainable fantasy; they simply boost what's visually appealing for more clicks," explains the FMP. This effect is termed as "digital gaslighting" or digital reality distortion in the analysis.
Impact on Mental Health and Society
Drawing on social psychologist Leon Festinger's theory, the report suggests that constant comparison with wealthier individuals—especially in a country where social mobility is stifled—leads to frustration, diminished self-esteem, and depression.
"The contrast between the struggling self and the digital 'other' enjoying gourmet experiences creates dissonance, undermining mental health and turning digital entertainment into a form of unintentional psychological punishment," FMP concludes.
The report also highlights that many influencers receive free meals or direct payments for promoting venues without disclosing it, effectively making their posts covert advertising.
The Divide in Culinary Content
Influencer Flavia Blanco, when questioned by a follower about promoting places beyond reach for most, replied, "I feel good. I don't set the country's situation, the dollar inflation, or restaurant prices. Best wishes."
The FMP notes a dichotomy in Cuban culinary content: luxury influencers speak of "gourmet experiences," "perfect pairings," or "impeccable presentation," whereas those documenting scarcity use terms like "what stretches," "at what cost," or "the daily struggle."
In essence, these are two parallel worlds coexisting on the same platforms, highlighting the island's social fracture.
However, the organization acknowledges exceptions among content creators, like Ydalgo Martínez, who organizes solidarity lunches for impoverished seniors—a model FMP cites as a responsible use of platforms.
The report concludes that censorship is not the answer; responsibility is. "Ignoring the hunger and poverty crisis in digital discourse is not just a niche choice but an act of rendering the national reality invisible," FMP asserts, urging creators to declare paid collaborations, include popular culinary culture, and address food security in their content.
The backdrop for this debate is dire: a recent survey revealed that one in three Cuban households experiences hunger, and 80% of Cubans believe the current crisis is worse than the Special Period following the Soviet bloc's collapse.
Understanding Cuba's Food Crisis and Influencer Culture
What is the extent of food insecurity in Cuba?
Currently, 96.91% of Cubans lack adequate access to food, and projections indicate that by 2025, 33.9% of households will report at least one member going to bed hungry within the last 30 days.
How do food influencers impact Cuban society?
Food influencers showcase lavish lifestyles that contrast sharply with the reality of most Cubans, creating cognitive dissonance and potential mental health issues among viewers.
What is "digital gaslighting" in the context of Cuban food influencers?
"Digital gaslighting" refers to the distortion of reality where social media algorithms prioritize visually appealing content, potentially misleading viewers about the feasibility of such lifestyles.