Have you ever stopped to think about how a nickname turned into a cultural phenomenon? Well, the “old man from Havan” is exactly that. What started as a joke on social media has turned into one of the most effective marketing strategies I’ve ever seen happen here.

Luciano Hang is the man behind it all. Born in Brusque, Santa Catarina, in 1962, he grew up in an environment where entrepreneurship wasn’t an option—it was a necessity. The son of textile workers, Hang faced dyslexia in childhood and learned to read and write later than most. But that didn’t stop him. He studied Data Processing and, at 21, was already the owner of a textile mill.

Havan was founded in 1986 as a small fabric store, the result of a partnership between Hang and Vanderlei de Lima. The name comes from combining the two. But Hang had bigger plans. He bought out the partner’s stake and transformed the business into a department store chain that today has hundreds of stores spread across Brasil.

What stands out is the style of the stores. Replicas of Casa Branca, statues of Liberdade... it’s practically impossible to walk into a Havan and not feel like you’re in a different place. This became a trademark. In 2017, when the chain reached 100 stores, the model was already established.

Now, the most interesting part: the fortune. Estimates suggest that Luciano Hang has accumulated something close to US$ 3,2 bilhões. Much of it comes from Havan, but he also invests in shopping malls, energy, and media. Curiously, despite the enormous revenue, the company has never gone public on the stock exchange. In 2021, it was valued at around R$ 45 bilhões, but the IPO never made it off the ground.

But what really put him in the public spotlight was his presence on social media. Starting in 2017, Hang began appearing in campaigns for his own brand—on videos—and that’s when the “old man from Havan” was born. The nickname, which began as criticism, became pure marketing gold. The guy quickly realized it worked and rode the wave.

In recent years, Hang has also gained visibility for his political positions. Public support for candidates, controversial statements, and involvement in public debates. This further amplified his presence in Brazilian society.

What impresses me is how a boy with dyslexia, the son of textile workers, turned a small regional store into an icon of Brazilian retail. More than three decades later, the “old man from Havan” stopped being just a nickname and became part of the country’s cultural identity. Regardless of opinions about the character, his business journey is undeniably impactful.