Do you know that "Old Man from Havan" who became a meme on the internet? Well, behind that nickname is a very interesting story of Brazilian entrepreneurship. Luciano Hang was born in 1962 in Brusque, Santa Catarina, and today, with his advanced age but still very active, remains one of the most influential businessmen in the country.

What few know is that Luciano Hang faced dyslexia in childhood, which made his initial learning difficult. But that didn’t stop him from moving forward. After studying Data Processing, he started early in the business world. By age 17, he was already working at the Carlos Renaux Textile Factory, and at 21, he acquired Tecelagem Santa Cruz. This experience in the textile sector was fundamental for what was to come.

In 1986, Luciano Hang and Vanderlei de Lima opened the first Havan store, combining the names of the two founders. It started selling fabrics but evolved into a department store offering everything: appliances, fashion, toys, bedding, and bath. The expansion was gradual but steady. In 1995, they opened the first branch in Curitiba, in 2003 they launched the e-commerce, and by 2017, they had reached 100 stores across Brazil.

What makes Havan so memorable is precisely the visual identity of the stores. Inspired by the White House and with replicas of the Statue of Liberty, they became a unique symbol in Brazilian retail. It’s no wonder the businessman became so well-known.

Regarding wealth, estimates indicate that Luciano Hang has a net worth of around US$ 3.2 billion, placing him among Brazil’s wealthiest. Besides Havan, he has stakes in shopping malls, energy distributors, and media investments. The company was valued at R$ 45 billion in 2021, although it has never gone public on B3.

But what truly catapulted Luciano Hang into internet culture was his presence on social media starting in 2017. The nickname "Old Man from Havan" began as criticism, but he turned it into a brilliant marketing strategy. The businessman realized that, despite its somewhat mocking origins, the nickname worked perfectly to embed the brand in the collective memory of Brazilians.

In recent years, his figure has also gained prominence for his political positions. He publicly supported presidential elections, which generated both support and criticism, increasing his visibility in public debate. Regardless of controversies, Luciano Hang’s story shows how a small regional business can transform into a nationally recognized chain. Over three decades of work have solidified Havan as a unique brand in Brazilian retail, and the businessman as a prominent figure in the country’s business history.