Rubio the cat has officially blown up online. Every day, this smooth-talking stray in Asunción plants himself right at the entrance of a 24-hour supermarket at Avenida España and Washington in Asunción. The cat greets shoppers with calm confidence, then walks them straight to the cat food aisle. Rubio has perfected an effective routine of charm and gentle pressure that basically says “you are not leaving without feeding me”, that often ends with guiding the shopper to the checkout to pay for his treat.
Videos of Rubio doing his thing started circulating online and instantly took off. Viewers on platforms like TikTok, Instagram, and 9GAG praise how deliberate and professional he is: no frantic meowing, just cool, collected leadership. One moment he is politely waiting by the door, the next he is trotting ahead with purpose, glancing back to make sure you are following. The Asunción Times paid Rubio a visit. And a treat.
A cat that turns shopping into an experience
Rubio has become a familiar presence for regular shoppers. Often described as one of the “actors” of the store, he positions himself near the entrance, calmly observing people as they come and go. Many customers stop to pet him or greet him, before continuing their shopping.
He usually stands by the entrance, and everyone is there to pet him or say hi to him. The key to his charm is that he then proceeds to guide people to the cat aisle, and, adding to the scene, he even leads them towards the checkout. Everyone loves this little act. Customers say that this is a playful yet persuasive way of trying to get people to buy him food, his way of saying “feed me please”.
This behaviour, while simple, adds a sense of novelty to an otherwise routine task. For many visitors, encountering Rubio the cat has become part of the experience itself. Some even suggest that if you have not seen him during your visit, you may not have spent enough time there.
A simple routine that went viral
What sets Rubio apart is the consistency of his behaviour. He waits, greets, and guides, repeating the same actions throughout the day. Videos of Rubio began circulating when customers started recording these interactions. As more people shared clips online, his presence quickly extended beyond the physical space of the supermarket. On social media, platforms such as TikTok via user micorazondearroz, Instagram via 9gag, and Facebook played a key role in amplifying his visibility, turning spontaneous videos into viral content.
These clips often highlight the same sequence: Rubio at the entrance, Rubio leading the way, and Rubio waiting expectantly near the cat food aisle. The repetition, combined with his calm and persistent demeanour, has contributed to his appeal. As a result, Rubio has become recognisable not only to local shoppers, but also to viewers who have never visited the location.
Rubio the cat’s presence in the community
Rubio’s popularity is not limited to the online sphere. Within the local community, he has become a recognisable and frequently discussed figure. Shoppers often describe feeling amused during their visits, and some admit that they have been influenced by his behaviour to buy him food.
Over time, Rubio has also become part of the routines of nearby residents. Students and people who pass through the area regularly mention him, noting that seeing Rubio has become a small but expected part of their day. These repeated encounters contribute to a sense of familiarity that goes beyond a single visit.
More than just a cat
Rubio is not just any cat; he has become the true star of the supermarket, capturing the attention of everyone who walks through those doors. More than a mascot, his routine of waiting at the entrance and leading customers to the cat food aisle feels like a performance, a mix of charm and persistence that makes people smile and talk about him even after their groceries are done.
In the end, Rubio is more than just a cat. He is part of the shopping experience, a furry host who makes your visit unforgettable.
Those interested in seeing Rubio can find him at a 24-hour supermarket located in Asunción, on Avenida España and Washington.
Also read: Cat Culture in Asunción: A Global Phenomenon, A Personal Journey
