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Businessman personally collected the snacks at the Sanctuary of Azambuja and distributed more than a thousand units among employees as a gesture of appreciation for a century-old tradition of the Santa Catarina municipality.
The businessman Luciano Hang, founder and owner of the Havan retail chain, was at the Sanctuary of Azambuja in Brusque, Santa Catarina, last Wednesday afternoon, the 27th, to closely follow the preparation of the hot dogs that are the great gastronomic symbol of the Feast of Our Lady of Caravaggio, one of the most traditional religious events in the southern region of the country.
Upon leaving the sanctuary, Hang took with him more than a thousand units of the snacks and distributed everything among Havan employees, in a gesture that the company framed as a way to connect its employees to a cultural and religious tradition that dates back more than a century in the history of Brusque, the city where the retailer was founded and where it still maintains a strong presence.
“This May Festival is part of the soul of Brusque. It’s faith, it’s community, it’s tradition. I want our employees and the entire population of Brusque to experience this too, because Havan was born here and is made of the same people who build this city,” stated the businessman, in a declaration that reinforces the historical link between the company and the city that saw it emerge.
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The initiative drew attention for the scale and the personal nature of the gesture: instead of simply sponsoring the event or making an institutional donation, Hang chose to be physically present at the location, follow the snack preparation process, and personally ensure that the hot dogs reached the employees on the same day, preserving the freshness and context of the celebration.
The distribution reinforces a practice that Havan has maintained over the years of promoting initiatives that integrate employees into the local culture of Santa Catarina, especially on dates that mark the calendar of the cities where the company operates, and which the leadership sees as part of the corporate identity of the chain.
Festival with over 100 years and a thousand hot dogs per day
The Feast of Our Lady of Caravaggio held at the Sanctuary of Azambuja has over 100 years of history and is considered one of the most significant religious events in southern Brazil, attracting faithful from all over the region and mobilizing the local community during weeks of preparation and celebration.
This year’s program began on May 21, with daily novenas leading up to the highlight of the celebrations — the weekend of May 30 and 31 — when the sanctuary receives the largest volume of visitors and the activity around the event reaches its peak intensity.
During the novena days, the parish team sells about a thousand hot dogs per day, a number that reveals the scale of the event even outside the main moment; on the main festival dates, this volume jumps to an impressive five thousand units, making the kitchen’s logistical operation a considerable challenge for the volunteers involved.
The hot dog at the Sanctuary of Azambuja has acquired over the years an almost legendary status among festival-goers, with faithful and visitors returning year after year specifically in search of the snack, which has become a gastronomic symbol as associated with the event as the novenas and processions that mark the religious program.
Havan and the identity with Santa Catarina
Havan is one of the largest retail chains in Brazil, with a presence in dozens of cities across various states, but it maintains its historical roots and a significant part of its institutional identity in Brusque, making Hang’s participation in local events a natural extension of the narrative the company builds about itself.
Luciano Hang is one of the most recognized and at the same time most controversial business figures on the national scene, with a public presence that goes far beyond managing the retailer and includes frequent positions on political and economic issues in the country, making each of his public appearances an event of great repercussion, especially in Santa Catarina.
The distribution of hot dogs, in this context, also functions as a communication action that reinforces Hang’s image as a businessman connected to the traditions and daily life of the communities where he operates, distancing himself from the image of a distant executive that many business leaders of his scale tend to project.
For the Havan employees who received the snacks, the gesture represented a welcome surprise in the middle of a workweek, as well as a concrete connection to a tradition that, for many of them, is also part of their own family history and the emotional memory built in the religious festivals of southern Brazil.
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