Latte Design

Por que está tão difícil divulgar empresas nas redes sociais?

latte — Tue, 13 Oct 2026 21:57:34 +0000

Para acompanhar essas mudanças, eu mesma venho fazendo alguns experimentos. Testo formatos e redes diferentes tanto no perfil da Latte Design quanto no meu perfil pessoal, onde compartilho sobre viagens. Instagram, LinkedIn, Facebook, YouTube, TikTok, Substack… E uma coisa é clara: as pessoas estão muito mais interessadas em pessoas do que em empresas.

O que torna o cenário mais difícil para quem atende B2B, área em que eu e muitos dos meus clientes trabalhamos.

Quando alguém está rolando o feed, dificilmente quer acompanhar conteúdo sobre um serviço que talvez precise uma ou duas vezes por ano. Um profissional de marketing provavelmente não quer ver posts sobre branding nas horas vagas. Assim como eu não quero necessariamente ver conteúdo sobre instalação de ar-condicionado, contabilidade ou sistemas de segurança no meu feed.

Queremos outras coisas: uma dica que facilite a vida, um lugar legal para comer, uma viagem, uma piada, uma opinião, uma história, uma causa com a qual nos identificamos. E os algoritmos sabem disso. Ou seja, conteúdos que mostram pessoas falando com pessoas repercutem melhor pois geram uma conexão que uma comunicação puramente institucional dificilmente consegue criar.

Testando com o meu novo canal de viagens

Desde o ano passado, passei a falar mais sobre minhas experiências de viagem no meu perfil pessoal com fotos, vídeos curtos e vlogs longos no YouTube. No perfil da Latte Design, faço uma mistura entre viagens, nomadismo digital, algumas análises de outros mercados e curiosidades pelo olhar de uma designer, com tom leve e pessoal. Ou seja, mudei minha apresentação de “especialista de marca” para “uma designer viajante”.

O resultado?

O perfil de viagens repercute muito melhor até por motivos óbvios: ele mexe com o desejo e a paixão de muita gente. Mas também está funcionando para o perfil profissional, apesar de ser mais devagar.

A estratégia, então, deixou de ser “ensinar branding” mantendo aquele perfil sério para demonstrar minha autoridade e meus +20 anos de profissão. Preferi conversar com você sendo a Silvia: uma designer que trabalha com marcas, mas que também gosta de viajar, observar outras culturas, comer comidas diferentes e entender como as pessoas e os negócios funcionam em diferentes partes do mundo.

Porque, quando conhecemos alguém independente do contexto profissional, não é interessante também descobrir quem está por trás daquela apresentação corporativa? Às vezes, uma conexão nasce de algo simples e cotidiano.

Já troquei fotos dos meus cachorros com uma cliente e ficamos um bom tempo falando sobre eles. Outro cliente comentou que tinha feito a travessia dos Lençóis Maranhenses, assunto que me interessou porque está na minha lista de desejos. Outra pessoa contou que tinha ido para o Butão, não é demais?

São essas pequenas conversas que fazem uma relação profissional deixar de ser apenas profissional. Ela se torna mais longa e memorável. E quando precisar do seu produto ou serviço, ela se lembrará de você.

E, tecnicamente, o que percebi sobre cada rede?

Depois de testar diferentes formatos e canais, estas são as minhas impressões:

LinkedIn: acho que é a rede que faz mais sentido para a maioria das empresas. É uma comunicação mais séria, às vezes até demais, e, em alguns momentos, me passa a sensação de uma grande disputa de ego. Mas as empresas estão lá. Então, mesmo com um engajamento que vem baixando ao longo dos anos se não pagar, vale manter uma frequência e mostrar que você e sua empresa estão em movimento, além de interagir com a sua rede de contatos.

Instagram: conteúdo pessoal ou ligado aos interesses do consumidor final costuma funcionar melhor, especialmente entre os millennials. É uma guerra pela atenção nos primeiros segundos, e o conteúdo geralmente some em 24 horas. Para B2B, isso torna a tarefa mais difícil: exige frequência e, de preferência, a figura de uma pessoa que desperte curiosidade. Posts puramente institucionais dificilmente vão muito longe, a não ser que tragam um assunto de interesse mais amplo.

E entre Reels e carrossel? Por enquanto, eu diria: poste os dois. Reels tende a trazer mais alcance, enquanto carrosséis costumam gerar mais engajamento, salvamentos e compartilhamentos. Mas não existe uma fórmula, é preciso testar o que funciona para cada nicho, além do fato de que o algoritmo muda com frequência.

Facebook: para mim, morreu faz tempo. A entrega orgânica caiu bastante e, sem investir em post pago, sinto que o alcance é super baixo. A plataforma tem hoje um público maior da geração X, e as comunidades ainda parecem ter engajamento.

Já ouvi relatos de pessoas que conseguem trabalhar bem com Facebook mas, sinceramente, não a vejo com muita força nas estratégias de marketing digital que acompanho, não.

TikTok: aqui a disputa pela atenção é ainda maior, rs. O formato é essencialmente de vídeos curtos, com foco em um público mais jovem (geração Z para baixo). Quando um vídeo repercute, o alcance pode ser enorme. Mas não importa tanto quem você segue ou quem publicou. O algoritmo é muito eficiente em entregar conteúdos que considera relevantes para você, mesmo que venham de perfis que você nunca viu. Então é difícil criar uma comunidade por lá e conversar com os seus seguidores.

YouTube: comecei meu canal de viagens, @silvia-kia, no ano passado e, apesar do trabalhão que dá, é o canal de que mais estou gostando. Tirando os Shorts, que é uma cópia do TikTok, o YouTube trabalha muito bem com vídeos longos. O usuário assiste a um vídeo de cada vez, com mais calma, e isso permite desenvolver conteúdos mais completos.

A repercussão também é diferente: muitas vezes é lenta. Canais novos vão crescendo aos poucos, mas o conteúdo continua trabalhando depois de publicado. Tenho um vídeo de 22 minutos que postei no ano passado e que chegou, de pouquinho em pouquinho, a mais de 8 mil visualizações ao longo de oito meses. O que é bastante para um canal com apenas 160 inscritos. E continua crescendo.

Outra vantagem é a variedade de conteúdos e públicos. Pode ser vlog, tutorial, comentário, humor ou coisas menos óbvias, como ASMR ou música para cachorro dormir. É possível falar com públicos muito diferentes, dos mais jovens aos seniores. Além de você ter um relatório de acessos (Analytics) muito detalhado.

Talvez não seja o canal que faça sentido para todas as empresas, mas, em termos de variedade de público e longevidade do conteúdo, considero o YouTube uma das plataformas mais abrangentes.

Substack: Essa plataforma vai um pouco na contramão das outras. É uma mistura de blog com o Twitter de antigamente. É focada na escrita, então tem muitos escritores compartilhando textos longos e reflexivos. Também tem um sistema de envio de newsletters e uma área de notes onde você conversa com outros usuários.

Então, o que fazer?

Para pequenas empresas, não colocaria todos os ovos em uma única rede. Ter presença em mais de um canal ajuda a diversificar a audiência e, principalmente, evita depender de uma única plataforma. Afinal, redes sociais nascem, crescem, mudam e podem até morrer. Não precisa estar em todas, mas apostaria pelo menos em umas 3 que faça sentido para o seu nicho.

Sabe aquela frase popular “quem não é visto, não é lembrado”? Pois bem, a frequência é um ponto bem importante na divulgação da empresa.

E por fim, em vez de produzir textos frios, técnicos e excessivamente comerciais, deixar aparecer quem está por trás da marca.

Porque as pessoas não querem falar com “uma empresa”. Elas querem falar com a Silvia, o Roberto, a Mari, o Fernando…

Portanto, a estratégia da vez é: humanizar ainda mais a comunicação das marcas.

A tendência é ser imperfeito

latte — Tue, 13 Oct 2026 21:48:47 +0000

Há alguns anos venho acompanhando uma tendência curiosa no universo dos brinquedos: a ascensão dos que parecem, à primeira vista, imperfeitos. Eles não são exatamente feios, mas são esquisitos, desproporcionais ou até bizarros.

É o chamado ugly-cute — o “fofo-feio”.

O Labubu talvez seja um dos símbolos mais famosos dessa tendência. O pequeno monstrinho dentuço virou febre mundial e transformou uma estética pouco convencional em objeto de desejo. A própria Pop Mart, responsável pelo fenômeno, tem uma série de personagens que fogem do padrão tradicional do “bonitinho feliz”, como o Crybaby, que está sempre chorando; Skullpanda, com sua aparência sombria; Hirono, melancólico; entre tantos outros.

Em um caso mais extremo, temos os Fugglers: com olhos sonolentos e dentes que parecem humanos, eles têm uma aparência grotesca, de quem está “acabado”. E justamente sua originalidade e imperfeição conquistaram fãs e fizeram com que ganhassem força nas redes sociais, especialmente na Ásia.

Outro caso bem curioso é o sucesso, no Japão, das pelúcias dos personagens mais secundários de Bob Esponja: os peixes que aparecem ao fundo, vivendo uma vida bastante monótona na Fenda do Bikini. Acredita-se que esse sucesso esteja relacionado à identificação das pessoas com o mood desses personagens, que representam uma vida cotidiana marcada pelo cansaço e desânimo.

Não é só no universo dos brinquedos

Existe algo maior acontecendo. Passamos anos vendo imagens super produzidas: corpos perfeitos, casas perfeitas, produtos perfeitos… São sempre vidas perfeitas e desejáveis, porém inalcançáveis. A IA só potencializou isso.

Falta identificação. Por isso, o imperfeito agora pode parecer mais familiar, humano e real.

Estou citando os brinquedos como referência, mas também presencio isso nas redes sociais. Grandes marcas estão investindo cada vez menos em propagandas ultraproduzidas e mais em pessoas comuns, criadores de conteúdo, que falam de seus produtos em seu próprio linguajar, mesmo com uma produção limitada e fora das diretrizes de “branding”.

O público busca identificação

Diante disso, a estratégia de divulgação das marcas deve considerar (ainda mais) que sua conversa é sempre com uma pessoa do outro lado, que tem suas qualidades, defeitos, anseios, dilemas, dificuldades etc.

Ou seja, uma boa forma de atrair o público não necessariamente está em divulgar a melhor imagem, mas, sim, como ela faz sentido e se conecta com o mundo real.

Viajar para a China só provou que não sabemos nada sobre a China

latte — Wed, 16 Sep 2026 21:09:44 +0000

I recently returned from Asia and now, with my routine slowing down, I can finally resume writing the newsletters. After three months traveling between China, South Korea, and Japan, I have so much to share!

Without a doubt, China was the country where I felt the most culture shock. And not just in the big cultural differences, but even in the small everyday things. I spent a month there, between Shanghai, Furong, Zhangjiajie, and Chongqing.

As soon as we arrived in Shanghai, we took the famous bullet train that floats on the tracks, the Maglev. It connects Pudong Airport to downtown Shanghai, covering about 30 km in just 7 minutes. It can reach speeds of 430 km/h and is considered the fastest commercial train in the world.

The curious thing is that when you get on the train, you don't find any of that futuristic decor you'd expect. I'd say it's actually quite simple, with a kind of 90s feel. But yes: the train is super fast. The scenery outside the window simply flies by. I even tried not to look outside too much so I wouldn't get carsick, haha…

Our accommodation was far from the city center, in a residential neighborhood. As soon as we left the subway station, we were met with a sea of motorcycles and delivery drivers riding hoverboards. And they were even riding hoverboards into the elevator!

The first thing a digital nomad does is go to the supermarket, in an attempt to maintain a routine like someone who "lives" in that place. Then I had another shock: several enormous aquariums with live fish and seafood, where you, the customer, choose what you want, catch the animal, put it in a bag and take it home. I saw a woman drop the fish on the floor, where it struggled for a few seconds.

And above our heads, there was a track where bags were being carried. From what I understood, the employees collect the items from online orders in these bags, place them on the track, and they are automatically sent to some kind of central location where they are checked and then collected by the delivery drivers.

Look, that was just the first day in China, lol…

In Furong, the famous historical town with a waterfall in the middle of the village, life was more tranquil and spontaneous. Passing by restaurants and shops, the staff spent a good part of their time chatting, eating, or napping. Since it was hot, many men wore the famous "Beijing bikini": pulling their shirts up to their chests, showing their bellies to cool off. And that included the shopkeepers, haha…

Meanwhile, Chongqing, the "Cyberpunk 8D" city, was truly a parallel multiverse. A chaotic mix of modern and ancient elements. From entering a building through the ground floor that was actually the 26th floor of another; finding a small shop selling live birds that were slaughtered at the time of purchase; historic villages full of cafes... aesthetic; an event to find a suitor for their children through printed posters; in addition to the bombardment of lights at the city's tourist attractions.

To avoid going on too long, because I think this topic alone could fill a book, the main conclusion is that... China is unique and extremely diverse. It's pointless to try and define it with a single adjective. It's a complex country, with an ancient culture, full of similarities and differences compared to what we know in the West.

Is there a lot of technology? Yes. Is there poverty? Yes, but I didn't see ONE homeless person. Is it safe? Super! Is there a climate of repression? I didn't see anything, in fact the Chinese people are very comfortable (really!): they wear whatever clothes without judgment, dance in public, play games with friends in the square, love to record videos for social media, spit in the street…

And when you walk through the shopping malls, it's just like any other capitalist city: full of international brand stores like Nike, Louis Vuitton, Adidas, Apple, McDonald's. Lots of people shopping everywhere. This helps to dispel the image that every communist country "is horrible," which some people talk about.

Well, this is just a small taste of my experience. And the only thing I'm sure of is that I want to go back soon!

Uma história de 17 anos da Latte Design

latte — Wed, 16 Sep 2026 19:01:36 +0000

Seventeen years ago, at the age of 25, I decided to quit my job at the agency where I worked. I had secured a partnership with a freelance client that would guarantee a monthly income. It was all very much a home-based experience: me, in a back room, with my computer and my little dog Minnie at my feet.

A few years later, demand grew. Along with that came the decision to take a bigger step: we rented a commercial space and started assembling a team. That's how Agência Latte Design was born, in Vila Olímpia. It was a step that brought a lot of insecurity, considering I wasn't earning well yet and only had a 10-year-old Celta (car).

Over time, the agency grew. We moved to Faria Lima and then to Pinheiros. The team, which started with four people, grew to twelve. The work was intense, and I knew absolutely EVERYTHING that went on there. I managed projects, people, finances, sales, customer service… even the purchase of toilet paper (laughs). Learning everything the hard way, being challenged every day. On the one hand, it was stimulating. On the other, extremely exhausting. Solving problems and putting out fires became routine.

But, after all, that was the path to success, right?

Being a businesswoman, growing, making a lot of money, being recognized… I hadn't gotten there yet, but I believed that was the most obvious path.

Until, in 2019, I got tired of it.

I enjoy creating, but it was what I did least. My physical and mental health started to suffer. Even having served over 180 clients, with thousands of projects delivered, I took a deep breath and made a difficult decision: I closed the agency's structure. Coincidentally, four months later, the pandemic arrived, and, in a way, reinforced that working from home made sense at that moment.

And there I was again, working from home, now with two other puppies: Feijuca and Farofa (excuse the barking, haha).

The story seemed to have gone on a loop. I was afraid of what others would think, of it seeming like Latte Design hadn't worked out.

But, over time, I began to realize something important. I had achieved something that very few people manage to do: Peace and freedom. Not having employees to manage has brought me silence, concentration, and peace. Now I have the freedom to act, to work at any time and from wherever I want. A luxury these days.

That's how the "travel fanatic" who barely took vacations became a digital nomad, with stints in Mexico, the United States, Peru, Argentina, Japan, Thailand, Cambodia, Vietnam...

Today, looking back, I realize that success isn't necessarily about being a businesswoman, rich, and/or recognized. Perhaps it's much more about feeling satisfied with your own journey. And it's okay if that's different from what you were taught. Because, in the end, there are many paths and meanings of what success is, which can be different for each person.

I haven't reached the top of this new scenario yet. But I like the path I'm on.

Thank you to everyone who contributed to this journey.

A big hug,

Silvia Kia

O design pernambucano tem o molho

latte — Wed, 16 Sep 2026 18:53:03 +0000

Nothing beats seeing Wagner Moura, Kleber Mendonça Filho and the entire cast of The Secret Agent No Oscar to show the world a little bit of what Brazilian sauce is all about.

Looking more specifically at Pernambuco, where the film takes place and which I visited twice, it's enchanting to perceive the colors, the joy, the care, and the creativity present in the local design.

Starting with frevo. Although it's a dance, its entire visual universe (colorful umbrellas, costumes, banners, giant puppets, etc.) reveals a rich repertoire of cultural references, colors, cutouts, materials, and textures. It's a vibrant and euphoric visual experience.

The identity of Pernambuco also features very distinctive characters, such as La Ursa and Perna Cabeluda, who even appears in... The Secret Agent. They contribute to an aesthetic that borders on the surreal, especially in carnival and local crafts.

And of course, I couldn't fail to mention cordel, a graphic style very characteristic of the Northeast of Brazil, which is also present in Pernambuco, with its woodcuts and unique visual narratives.

Against the grain of minimalist trends“aesthetic”Perhaps this serves as a good reminder: to value, cherish, and disseminate a visual culture that has soul, joy, and, above all, It has the sauce.

Vida Nômade em Playa del Carmen

latte — Wed, 16 Sep 2026 18:48:27 +0000

I spent 25 days in Playa del Carmen, in the Mexican Caribbean, at the end of last year as a digital nomad, meaning I worked while traveling. It was my second time there. For me, it's the perfect beach town, with the ideal combination of infrastructure, accessible paradise beaches, and plenty of things to do.

It wasn't a vacation.

In a typical Airbnb apartment, the routine began with a breakfast similar to those in Brazil, but with a Mexican twist: a different fruit, Oaxaca cheese, and a typical regional bread. Then, I'd assess the day's work and the weather. From there, it was an alternation between work, beach, work, gym, and a stroll downtown. Not necessarily all at the same time or in that order. And then there were the daily chores like cooking, laundry, grocery shopping… Ordinary life.

It wasn't a vacation.

On weekends, that was the time for sightseeing. Instead of going to the movies, I went snorkeling in Cozumel. Instead of strolling in the park, I visited the famous pyramid of Chichén Itzá. And if a gap arose between projects, I'd swap a Wednesday off for a Sunday of work. A routine doesn't need to be so rigid when its structure is simple and adaptable.

It wasn't a vacation.

The famous designer Stefan Sagmeister once said that every seven years he takes a sabbatical year to travel the world. The idea was to anticipate five years of retirement and distribute them throughout his professional life. That blew many people's minds. He says that this decision contributed to his creativity, added more value to his work and, of course, increased his personal satisfaction. He even presented a... TED about that.

Over time, I asked myself: why wait seven years? Why can't it be now?

But there's a catch: I'm not a wealthy heiress (as some people say), and my job as a designer doesn't allow me the luxury of taking a year off every seven years, like Sagmeister. So I thought about adapting it to my context: what if I work while traveling? Can't I still enjoy myself?

Therefore, it wasn't a vacation.

My relationship with vacations has changed a lot over time. When I was running an agency, I only allowed myself to travel between Christmas and New Year's, the period when demands decreased and my absence affected the company's operations as little as possible. I would desperately wait for my vacation. And when it finally arrived, I tried to live everything intensely, as if it were the last days of my life, haha.

Today, with more flexibility, that desperation no longer exists. What I'm experiencing is so interesting and stimulating that it even contributes to my work. I feel like I'm making the most of the present. Not that it's perfect, but it's good not to have to wait for the end of the year or retirement to enjoy life better, as we were taught. Especially since we don't know what tomorrow will bring.

Therefore, it wasn't a vacation.

I fully understand that everyone has their own challenges, and that for the vast majority, taking a year off like Sagmeister or living a life of constant travel, as in my case, would be unattainable goals. But have you ever questioned whether what we've always been taught is the only way to enjoy life? Are there other, more interesting paths that improve your personal and professional relationships? Perhaps what's missing is a short pause for reflection.

So, take a vacation.

Por que João Pessoa virou a nova queridinha dos nômades digitais?

latte — Tue, 02 Dec 2025 17:56:51 +0000

Last month I had the opportunity to spend 10 days in João Pessoa, Paraíba. The city was all the rage, and I decided to see for myself why so many people were in love with it.

How a city becomes a trend

Since I began my life as a digital nomad, I've been paying closer attention to what makes a city famous. Some examples: Tulum in Mexico in 2021; then came the beaches of Albania; Chiang Mai in Thailand; Bali in Indonesia… More recently, Japan and now China have gained prominence among travelers.

In Brazil, we saw Natal and Porto de Galinhas become popular in the 90s; and since the end of the pandemic, it's been Pipa and João Pessoa's turn.

Why João Pessoa?

The most curious thing is that João Pessoa isn't, in isolation, "the best" in any of its attributes. It doesn't have beaches as beautiful as Maragogi, nor tourism as well-structured as Natal, nor a culture as vibrant as Recife. Even so, it has won over many travelers, and I understand why.

The balance

João Pessoa has the infrastructure of a big city, but the soul of a small town. Less traffic, lower costs, safety, friendly people, and none of the oppressive and stressful energy typical of large urban centers.

The city offers a very balanced combination of: beautiful beaches, natural pools, good food, good infrastructure for living, and hospitality. In each aspect, it may not be number one, but when you weigh everything up, it's what gives you a feeling of completeness. And for that reason, I would easily say that João Pessoa is one of the best cities for digital nomadism in the Northeast.

The phenomenon of the "city of the moment"“

But what exactly made her the darling of the moment? Marketing? Social media? Herd mentality? Probably a little bit of everything.

It starts with one person, then an influencer on Instagram, a video on YouTube, a company promoting the destination, then a friend who traveled there, a relative who loved it… and so the place gains popularity and becomes “the destination of the moment”.

The parallel with the brands

Drawing a parallel with the world of brands, on a much smaller scale, the conclusion is similar: often, success doesn't lie in having the best product or service.
It's about finding the best balance between delivery and satisfaction, coupled with consistent promotion that multiplies over time.

Curitiba – O novo de novo

latte — Fri, 26 Sep 2025 22:47:20 +0000

The idea came from an invitation from friends who were going to exhibit at the Comics Biennial. I confess that, at first, I wasn't considering accepting: I already knew the city, I didn't understand anything about comics, and it was in the middle of the week. As a creative person, I usually make an effort to try new things and avoid repeating places I've been before.

But you know when fate strikes in your favor? The projects were in order, I could work from there, and I'd still have the chance to learn more about the comic book universe, as well as break from the routine in good company.

And the experience was unique!

At the Comics Biennial alone, I saw illustrations ranging from the cutest characters to the darkest and most sensual. The messages were diverse, many charged with emotion, with political and social critiques presented metaphorically or literally. Infinite creativity. I also met comic artists who, regardless of their age, had a youthful and curious spirit: the ultramarathoner who once ran Aconcagua (the highest mountain in Latin America); the art teacher and clown who did a beautiful job bringing joy to hospital patients; and even a comic veteran who introduced us to a sensual Turkish song about leeks, lol.

I also visited several cool cafes and tried the controversial carne de onça (seasoned raw meat in sliced bread) for the first time. We had a class on mate and tereré at a tiny shop on Rua 24 Horas. I ran in Barigui Park with the capybaras. I visited some tourist attractions I'd been to before, but this time with a fresh perspective, noticing details I hadn't seen before. It's the same, but different, you know?

Returning to a place doesn't mean there's no novelty. If I hadn't gone, I wouldn't have learned about comics, mate tea, and tereré, I wouldn't have heard Turkish music, run with capybaras, or tasted jaguar meat. All these experiences were new. Being in a different time, with a different mindset, and different company makes all the difference. That's why my fifth time in Curitiba wasn't the same as the fourth, or the third, or the second, much less the first... In other words, it's always good to see something new again.

See the full experience on the Silvia Kia channel

O infinito universo dos Gashapons para Brand Awareness

latte — Mon, 15 Sep 2025 15:12:00 +0000

You Gashapons (Those automatic machines where you turn the crank and a surprise capsule with a collectible toy falls out) are all the rage in Japan. During my three-month stay between Tokyo and Osaka, along with my boyfriend, who collected over 100 gashapons, lol... here's my analysis as a brand strategist.

In large Japanese cities, it's impossible not to notice: there are thousands of machines scattered everywhere. And when you look closely, the variety and randomness of the available items. There are the classic and predictable, like Hello Kitty, One Peace, Snoopy, Disney, Star Wars, among others. But there are also the more unusual: cats dressed as ghosts, men with sushi heads, shooting birds, seated drink bottles, animals in the style of "The Scream," sleeping ketchup, Ultraman characters in the sauna… practically anything can be turned into a miniature gashapon.

Reflecting on this market, some findings emerge:

Japan has one of the largest urban populations in the world, that is, there is a consumer for everything;
A toy is no longer synonymous with an exclusively children's product. On the contrary: I noticed that most of the people in the machines were adults, a reflection of a trend not only in Japan but also worldwide;
If there is a constant flow of people of all ages, it also becomes an opportunity for brands are present.

And that's exactly what many companies do. I've seen gashapons from brands like Listerine, Reebok, All Star, Cup Noodles, and even the Havaianas. Maybe it doesn't matter so much how many capsules are sold, after all, there are thousands of machines competing for attention in the same space. The point is different: be present in the consumer's daily life, reinforcing brand awareness in an alternative way.

Therefore, although the focus of gashapon is to entertain, it also helps in the brand awareness strategy for make a brand memorable.

Os maiores desafios do nômade digital

latte — Mon, 08 Sep 2025 13:00:00 +0000

We imagine that classic scene: working with a laptop on the beach, a dream! But many haven't been able to sustain this lifestyle. After all, is it easy or difficult to be a digital nomad?

The pandemic has undoubtedly exponentially benefited the nomadic lifestyle: the normalization of remote work, Airbnbs with fast internet, the emergence of new coworking spaces, more affordable airfare, and more. After traveling to 15 countries in four years, I'm discussing some of the biggest challenges of being a digital nomad.

Specific skills

Traveling and working at the same time requires (quite a few) skills:

Planning and organization;
A lot of discipline to balance work, leisure and budget;
Ability to adapt to environments that are not always ideal for living and working;
Open mind to new routines, cultures, people, foods, etc.;
Knowing how to deal with unpredictability and physical separation from family and friends.

These are just the basics. If any of these items are missing, you're likely to experience difficulties.

Being a nomad sucks a lot of energy

Even staying in some cities for more than a month, every move represents a bombardment of information: what items are missing from the apartment? Where is the supermarket? Do I need to weigh the fruit? How do I operate the washing machine? How does public transportation work? What words are essential in the local language? And so on. Each new place brings a huge overload of discoveries. Considering that it's rare for anyone to stay in a country for more than three months because of a visa, this cycle begins again with each move.

I've noticed that some digital nomads I follow, after about 3-4 years of nonstop traveling, have given up on the nomadic lifestyle. Fatigue begins to overcome the excitement of experiencing something new. The sparkle in their eyes fades. Having a home base becomes essential again.

The balance

Ever since I was little, I've always been passionate about travel. But in recent years, I've discovered that I also enjoy stopping every now and then and returning to my home in São Paulo, with a monotonous yet comfortable routine: walking the dogs, having my things just the way I like them without having to fit everything into a carry-on and a backpack, keeping up with my exercise routine... During my travels, my health suffered a lot. I've concluded that being a "semi-nomad" (traveling three to six months a year) is the best of all worlds: it allows me to explore new places while alternating with seclusion in the warmth of my home.

Is it still worth being a digital nomad?

Without a doubt! Everyone already knows the good part: it's a unique experience to experience different cultures. But it doesn't have to be all or nothing. You can start in "homeopathic doses": a little in each city, back and forth, gradually increasing the distance and length of stay, until you discover the best way to live for you. If you have the opportunity, don't hesitate to try it!