You’ve probably already heard of the “Old Man from Havan” that’s been going around on Brazilian internet for some time. But who is really behind this nickname that turned into a social media craze? The story of Luciano Hang—his full name for the entrepreneur who built an retail empire—is quite interesting and deserves to be told beyond the memes.

Luciano Hang was born in 1962 in Brusque, Santa Catarina, into a family of textile industry workers. What few people know is that he struggled with dyslexia in childhood, which made his early school years very challenging. But that didn’t stop him from moving forward. Later, he studied Data Processing at the Regional University of Blumenau, which greatly broadened his view of technology and management.

An entrepreneurial spirit showed up in him early on. At 17, he started working in a textile factory, and soon after, at just 21, he had already bought his own weaving mill. This experience in the textile sector was fundamental for what was to come next.

In 1986, Luciano Hang and a partner opened a small textile store that gave rise to Havan. The name came from the combination of the two founders’ names. Over time, Hang bought out his partner’s stake and took full control of the company. From there, the business evolved from a textile store into a major department store, offering practically everything you can imagine.

The expansion was gradual but consistent. The company opened branches in different cities, launched e-commerce in 2003, and by 2017 had 100 stores across Brazil. The stores became known for a very distinctive style: inspired by the White House, with replicas of the Statue of Liberty prominently featured. It practically became a trademark.

All of this turned Luciano Hang into one of the richest men in Brazil. His fortune is estimated at around US$ 3,2 bilhões, with much of it coming from Havan’s success, but also from investments in shopping centers, energy distributors, and media. Curiously, the company has never gone public on the stock exchange, despite having considered it at some points.

But what really made Luciano Hang’s full name become so popular was his presence on social media. Starting in 2017, he began appearing frequently in campaigns for his own brand—and that’s where the nickname “Old Man from Havan” was born. At first, it was just an internet joke, but the businessman was smart enough to turn it into a powerful marketing strategy for the brand.

In recent years, Hang has also gained visibility for his clear political stance, showing public support during the 2018 and 2022 presidential elections. This generated both support and criticism, further expanding his presence in Brazil’s public debate.

Luciano Hang’s trajectory shows how someone can turn a small regional business into a nationwide retail network in more than three decades. Whether through his business strategies or his unique visual identity, the “Old Man from Havan” has established himself as one of the most influential entrepreneurs in Brazilian retail.