Why is "New Cuban man" trending?

Wikipedia Overview

The new Cuban man is the conceptualized "new man" model citizen described by Che Guevara, to be embodied by the citizens of Cuba. This model citizen was envisioned to be generally selfless; tirelessly working for little reward other than the greater good of developing socialism. The promotion of the new Cuban man occurred alongside growing arguments from Guevara, that Cuba did not need the "objective conditions" for developing socialism, as ascribed by Soviet economists, but instead that socialism could be constructed by promoting what Guevara often simply called conciencia, a self-sacrificial socialist mentality. Guevara frequently argued that moral incentive would inspire Cuban workers to produce more, and that material rewards like extra pay were unnecessary.