Security footage from a private store in Havana captured a man allegedly stealing a deodorant, but it wasn't the act of theft that turned the incident viral. Instead, it was the surprising reaction of the suspect when confronted with the evidence upon returning to the store. The video, shared by Clásica Habana on Facebook, has already garnered over 1.46 million views.
According to the store owners, the man entered the premises with the clear intent to steal. "He came in with his little bag ready. He grabbed it, put it in. What he didn't expect was that there were cameras throughout the store," they explain while showcasing the footage, which clearly shows the customer taking the product and hiding it among his belongings, unaware he was being recorded.
Days later, when he returned to the store, the owners decided to confront him with the footage. Yet, instead of owning up to his actions or attempting to leave, the man flatly denied the theft.
"I didn't steal, I just looked at it and told the lady I didn't want it," he insisted during the confrontation. He even revealed his identity—"My name is Juan Carlos"—and claimed he lived "around the corner" from the store, an attitude that sparked a flurry of ironic comments on social media.
The store owners informed him that he had been captured on camera stealing on three separate occasions and warned him of a formal complaint. Throughout the exchange, they repeated a phrase that has become the video's hallmark: "It's not what you say; it's what the camera says." This expression, echoed multiple times in the footage, has been quoted by thousands of users among the more than 46,000 reactions to the post.
The outcome also drew considerable attention online. Several users noted that the man left the store without being detained or returning the deodorant. "But in the end, nothing was done, he walked off with the deodorant," one user mentioned. Another commented, "He's so convinced he did nothing wrong, even giving out his name and address. I'd love to see how this ends."
The owners explained that they decided to release the footage as a preventive measure. "Our store's cameras captured this individual in the act of theft. We are sharing this material to warn other shopkeepers so they don't face the same situation," they stated in the post, also asking anyone who recognizes the suspect to contact the business.
The sharing of such videos is becoming increasingly common in Cuba, especially among small business owners who use social media to report thefts and alert fellow merchants due to a perceived lack of adequate response from the authorities.
This phenomenon arises amid a rising trend in property crimes. A report by elTOQUE documented 1,536 thefts in 2025 in the country, a 115% increase from the previous year and a 479% jump compared to 2023. The Ministry of the Interior acknowledged a 25% rise in property crimes by February 2026, attributing it to the "complex economic situation" the country is undergoing.
In this instance, the fact that the stolen item was a deodorant—a basic commodity often scarce and expensive in Cuba—adds another layer to a story that highlights both the economic deterioration and the growing concerns of private entrepreneurs over security.
Understanding the Rise in Theft in Cuba
Why are thefts increasing in Cuba?
The increase in thefts is attributed to Cuba's complex economic situation, which has led to higher crime rates, particularly against property.
How are Cuban business owners responding to theft?
Many business owners are turning to social media to share footage of thefts and warn other merchants, as they feel the authorities are not adequately addressing the issue.
What impact does theft have on Cuban businesses?
Theft can significantly affect Cuban businesses by creating financial losses and increasing concerns about security, which may deter investment and growth.