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Winnin ranking reveals the most popular brands among consumers at Easter

Everyone knows the significant impact that certain seasonal dates have on commerce and people's purchasing behavior regarding specific products, and Easter is no different.

According to the survey conducted byWinninplatform that uses proprietary artificial intelligence to map cultural trends based on internet video consumptionCacau ShowandLindtThe most mentioned brands during the period, each with distinct strategies, but both with a significant impact on consumers.

Cacau Show was the most prominent brand during the period, leading the ranking of companies most mentioned about "Easter" on the main social networks — Instagram, TikTok, Facebook, and YouTube — between April 1 and 21, with1.6 million mentionsLindt has already secured second place in engagement share, with impressive1.1 million mentionsand leadership in user-generated content (UGC), highlighting the high public interest in its premium products.

Additionally, other brands such as Lacta, Bauducco, and Tortuguita also gained significant attention on social media with campaigns focused on last-minute purchases, chocolombas, and illustrative pieces that stirred the consumer's imagination.

Owned, Earned, and Paid Content on the theme "Easter" on Instagram, TikTok, Facebook, and YouTube from 04/01 to 04/21. Brazil. All genders and ages

Long before Easter, about four months prior to the date, influencer reviewsThey were already circulating spontaneously on social media, focusing on the main releases of the period, such as prices, packaging, and new flavors.

According to a survey released byNexus52% of BraziliansThey intended to buy Easter eggs, despite the price increase caused by inflation and the rise in the average value of the Easter basket.

As one of the most important dates for the Christian and Jewish calendars, Easter goes beyond religious celebration and establishes itself as a strategic moment for commerce. Traditional chocolate eggs are part of the imagination of young and old, making the period highly attractive for marketing actions and promotion of seasonal products.

TOTVS Universe 2025 brings two days of content on technology and business

The TOTVS Universe 2025, an event that provides a true experience of technology, innovation, and business, is now selling tickets. With a schedule of lectures, panels, masterclasses, demonstrations, practical and theoretical classes, the event takes place on June 17 and 18 at Expo Center Norte, in São Paulo. The tickets are available in standard, premium, and group package options on the website.universo.totvs.com.

The TOTVS Universe 2025 is organized by TOTVS, the largest technology company in Brazil. Once again, the Expo Center Norte will be transformed into a true hub of knowledge, innovation, and strategic connections. The space was designed for participants to immerse themselves in relevant content, explore new perspectives, and exchange experiences with professionals who are shaping the future of the market.

"The entire event is designed to boost the audience's professional journey, with practical experiences that connect ideas, trends, and people who make a difference. Our commitment is to deliver an experience full of technology, innovation, high-level networking, and real business generation," emphasizes Marco Aurélio Beltrame, executive director of TOTVS Oeste.

In the TOTVS Universe 2025, the audience gains a deeper understanding of TOTVS's strategy as a company, as well as all the news from the three business units: Management, with systems to automate core activity processes and back-office operations; Techfin, offering personalized financial services through its systems; and RD Station, with solutions for companies to sell more and grow.

The latest edition of Universo TOTVS featured 300 content pieces and a record audience of over 16,000 people over the two days of the event. The main plenary session hosted company executives and major national and international figures.

For this year, TOTVS is preparing an even larger space and a schedule full of new features. The content was designed to meet the main demands of the market and provide valuable insights for professionals from different sectors.

TOTVS Universe 2025

Data: June 17 and 18

Local: Expo Center Norte – Rua José Bernardo Pinto, 333 – Vila Guilherme, São Paulo/SP.

Tickets:https://universo.totvs.com/

Blockchain and tokenization are expected to unlock $4.6 trillion in Latin America and Southeast Asia.

While the major economies are still testing blockchain-based solutions, Latin America (LATAM) and Southeast Asia (SEA) have already adopted this technology at scale. Both regions are among the global leaders in cryptocurrency adoption, with 19.8% in LATAM and 27.3% in SEA, according to the inédita study by Valor Capital Group and Credit Saison. In Brazil, the Central Bank is developing the Drex initiative, which aims to tokenize the national economy at scale. Brazil already has one of the most advanced digital payment ecosystems in the world, driven by Pix, which accounts for 16.5% of financial transactions. The country is now expanding the use of blockchain to areas such as trade finance, credit, and asset digitization.

Meanwhile, Singapore emerged as a hub of blockchain innovation, with 55% of the population considering cryptocurrencies a viable payment method. The report highlights that Latin America and Southeast Asia, with a combined population of over one billion people, are at the forefront of the transition from traditional financial systems to blockchain-driven economies.

In addition to consumer adoption, blockchain technology is transforming the infrastructure of the financial market in these regions, driving new efficiencies in payments, trade financing, and asset tokenization. The estimated potential market impact is US$ 3.2 trillion as smart contracts increase the security, transparency, and speed of transactions.

"International payments, which traditionally take three to five days to settle, can now be completed in seconds with blockchain, eliminating intermediary costs. Additionally, asset tokenization is creating a $1.4 trillion market, making real-world assets such as real estate and commodities more liquid and accessible," says Bruno Batavia, Director of Emerging Technologies at Valor Capital Group. According to Batavia, the implementation of Central Bank Digital Currencies (CBDCs) is being explored by 98% of the global GDP, with Latin America and Southeast Asia leading practical application in the real world.

Singapore stands out as a pioneer with the Ubin Project, a government-supported initiative that integrates blockchain into financial markets. The project has already redefined settlement systems and tested cross-border payments on blockchain in partnership with the Bank of Canada and the Bank of England.

The Next Frontier: Tokenization of Global Trade and Commodities

"With LATAM and SEA playing strategic roles in global trade, the next step in blockchain adoption focuses on commodity tokenization. Indonesia, the world's largest exporter of palm oil and coal, already uses blockchain in carbon credit markets through the IDXCarbon initiative. The country's asset tokenization market is expected to reach $88 billion by 2030, with an estimated $300 million economy in operational efficiency," said Qin En Looi, Partner at Saison Capital, the venture capital arm of Credit Saison.

The study highlights that the rapid adoption of blockchain in these regions presents significant opportunities for investors, fintechs, and global financial institutions. By reducing the cost of international shipments—currently twice the UN Sustainable Development Goals target—and increasing financial access for populations without banking services, blockchain is emerging not only as a speculative asset but also as a key driver of economic modernization.

This report serves as a fundamental plan for stakeholders seeking to leverage the immense potential these regions offer. Credit Saison has been in Brazil since 2023 and has been present in Southeast Asia for over ten years, with the unique ability to implement investments through private credit and venture capital to support the growth of fintechs and founders, both in debt and equity. Through our experience as an operator in global markets with a strong Japanese heritage, partnerships and knowledge exchange are essential to navigate and adapt to local nuances and formulate successful market strategies. For Credit Saison, it is always important to win together with our partners. We look forward to deepening our engagement in both regions to collaboratively open pathways for sustainable growth, added Looi.

Visithttps://latamsea.comto read the report

About Valor Capital Group

Founded in 2011 and with a presence in New York, Silicon Valley, Rio de Janeiro, São Paulo, and Mexico City, Valor Capital is a pioneering fund manager in Venture Capital and Growth Equity with a cross-border strategy, aiming to serve as a bridge between the technology markets of the United States and Latin America. Their funds invest in transformative businesses, from early-stage startups to expanding companies. Valor is committed to the success of the companies in its portfolio, providing capital, operational support, and global connections.

Dyson expands sales channels in Brazil: products now available on Mercado Livre, Amazon, and Fast Shop

Dyson, globally recognized for its innovation and excellence in technology, announces the expansion of its sales channels in Brazil. Besides yourofficial online store (https://www.dysonoficial.com.br/Dyson products are also available in their official stores on Mercado Livre, Amazon, and Fast Shop. With the arrival of new channels, Dyson aims to further expand its reach and convenience for its consumers, offering additional options for purchasing its premium products.

Brazilian consumers can access the following links to check out the news and make their purchases

  • Free Market

https://www.mercadolivre.com.br/store/dyson

  • Amazon

https://www.amazon.com.br/stores/Dyson/page/4C23A44F- 6956-4584-8749 -BA5C72AD66FB

  • Quick store

https://site.fastshop.com.br/ vendedor-dyson

This initiative reflects Dyson's commitment to excellence and the constant pursuit of providing practical and innovative solutions to consumers. By expanding its presence in established channels such asMercado Livre, Amazon, and Fast Shop, Dyson aims to meet the demands of an increasingly connected and demanding market.

2nd edition of the largest e-commerce event in the state of Rio de Janeiro triples in size and hosts over 5,000 entrepreneurs

With the main theme "From Idea to Success," the event featured a schedule with several lectures focused on business education in the online market. Several important industry players such as Aliexpress, Shein, Shopee, and Mercado Livre shared their expertise with the audience, generating not only more knowledge about the digital market but also exchanging experiences for those who want to start online entrepreneurship and also for those who wish to enhance their existing businesses.

For the second day, the event featured names such as Karol Mendes, the entrepreneurship secretary of the State of Rio de Janeiro, as well as prominent speakers like Lucas Amaral, Amazon Marketplace Manager, and Leonardo Silva, Head of Engagement at Shopee, discussing the various scenarios of the marketplace in Brazil and the expectations for the year. On the event stage, during one of the main moments of the day, Pedro Spinelli, Co-founder of MAP and eCO, Bruno de Oliveira, founder of Ecommerce na Prática, Bruno Capellete, founder of Seller Pro school, and Alex Moro, CEO of Efeito Empreendedor school and official Mercado Livre influencer, gathered to jointly lead the panel "Own E-commerce vs. Marketplace".

Without a doubt, there is a before and an after for the Fluminense digital market after this second edition of Marketplace Experience. We were pioneers in 2024 and established ourselves as the largest e-commerce event after this second edition, with impressive numbers not only of attendees, as even before opening the doors, we received 4,600 pre-event registrations. A surprise in this edition was the deals closed in real time, and the high participation in the plenaries, which were full all the time and exceeded all our expectations, both in the high level of content transmission from the headliners and in market practice," said Pedro Spinelli, CEO of MAP and one of the event's creators.

The lecture series was completed flawlessly, again featuring the insights and extensive experience of Alex Moro, CEO of Efeito Empreendedor School and official Mercado Livre influencer, speaking about the new algorithm in 2025. Next, the audience enjoyed the two closing shows with Filhas de Bamba and Cesário Ramos, thus closing the last day of the event in a masterful way.

Regarding the next steps, MAP's CEO, Pedro Spinelli, aims to go beyond the numbers already achieved. In 2024, there were 1,500 registrants, 18 companies directly involved, and 11 hours of content produced. This year, we tripled the number of registrants, had over 5,000 people on-site, quadrupled the size of the space, secured 70 partner brands, and produced 20 hours of content. This successful activation here in Rio de Janeiro excites us to plan next year with more motivation and to solidify our presence on the state's annual calendar. We aim to be the largest e-commerce event in Rio de Janeiro in terms of numbers, impact, sponsors, registrants, attendees, and days of immersive experiences, concludes the executive.

The event, which took place at Nova Friburgo Country Club, featured 22 speakers and attracted over 5,000 visitors during its two days of programming.


Service: 2nd Marketplace Experience

Data:On April 25 and 26, 2025.
Schedules:8 a.m. to 7 p.m.

Local: Nova Friburgo Country Club – RJ

Site: https://mapmarketplaces.com/marketplace-experience/

The AI First revolution in transforming the business landscape

Digital transformation has evolved significantly, transcending its role as a competitive differentiator to become a fundamental requirement for business survival. In 2025, Artificial Intelligence (AI) emerges as a watershed moment that redefines the market, establishing the AI First movement as the new frontier of business.

The AI First concept represents a structural change in business management, positioning artificial intelligence as the central pillar of the business model, not just as supporting technology. Companies still relying on traditional models face the risk of obsolescence, while innovative organizations are leveraging AI to automate processes, enhance customer experiences, and unlock new revenue streams.

Benefits and strategic impacts

The AI First approach provides exponential productivity gains, enabling the automation of repetitive tasks and real-time analysis of large volumes of data. According to Deloitte's report, companies investing in AI-driven automation experience an average increase of 30% in operational efficiency.

Advanced technologies, such as machine learning, predictive analytics, and natural language processing (NLP), enable highly personalized experiences, greater predictive capability, and significant reduction in operational costs.

Practical cases

In the financial sector, AI is already used for real-time credit analysis, fraud detection, and personalized customer service via chatbots. In retail, store chains employ computer vision to optimize inventory control and better understand consumer behavior in real time. In the industry, machine learning algorithms enable the prediction of equipment failures, reducing costs and improving preventive maintenance.

Implementation and challenges

The adoption of AI as a core strategy requires a careful assessment of the company's digital maturity, data quality and accessibility, availability of specialized talent or strategic partners, as well as the necessary investment and expected return. It is essential to establish a scalable architecture that ensures security, governance, and interoperability with existing systems.

When deciding to adopt artificial intelligence as the main focus, business leaders should consider whether this technology aligns with the organization's strategic objectives and if there are relevant problems that AI can solve with clear gains in efficiency, personalization, or cost reduction.

Furthermore, it is necessary to ensure compliance with ethical and regulatory standards, prepare the organization for cultural and operational changes, and analyze the impact on employees, customers, and the company's competitive positioning in the market.

Strategic necessity

In today's rapidly evolving digital landscape, integrating AI-driven business models has shifted from being merely a technological enhancement to a strategic necessity. Companies that are adopting are positioning themselves for sustained growth, competitive differentiation, and enhanced customer experiences in an integrated and collaborative manner.

Technology should be incorporated as a driver of differentiation, innovating products, optimizing current functionalities, and enabling new customer-centric experiences. The company needs to communicate transparently the benefits and values associated with ethical use, reinforcing trust and positioning itself as an innovative and responsible brand. This transformation must be led with clear vision, multidisciplinary involvement, and a continuous focus on delivering real value.

The era of artificial intelligence is already a reality, and companies that adopt an AI First mindset lead in innovation and adaptation. This transformation represents not only technological evolution but also a new mindset that positions artificial intelligence as the central driver of business strategy, ensuring sustained growth and competitive differentiation in the current market.

Largest e-commerce event in Rio de Janeiro attracts over 2,000 people on the first day

Today, the 25th, on the first day of the 2nd edition of the Marketplace Experience in Nova Friburgo, it gathered more than 2,000 people in the space.The event, which has free admission, has the theme "From Idea to Success" and featured plenaries focused on business education in the online ecosystem. It brought together prominent names such as Isabel Cartaxo, Head of Fashion at Aliexpress, Larissa Iraha from Shopee, Thiago Franco, speaker at Mercado Livre, and Jackson Wang from Shein, among others, as well as over 70 partner brands active throughout the event.

According to ABCOMM (Brazilian Association of Electronic Commerce), the projection for 2025 in online sales is 234.9 billion in revenue, encompassing over 94 million online purchases, and more than 435 million orders. The audience, composed of Brazilian enthusiasts and entrepreneurs, participated throughout the first day of immersions focused on seeking an assertive digital perspective for their businesses and updated migration solutions for marketplace platforms.

For the last day of the event (26th), the schedule will feature names such as Lucas Amaral, Amazon's Marketplace Manager; Alex Moro, official influencer of Mercado Livre; and Leonardo Silva, Head of Engagement at Shopee, along with several other important industry figures. The event, which takes place at Nova Friburgo Country Club, features 22 speakers and expects to attract over 5,000 people visiting the venue during its two days of programming.

The tickets are already available throughsite. 
Service: 2nd Marketplace Experience

Data:On April 25 and 26, 2025.
Schedules:8 a.m. to 7 p.m.

Local: Nova Friburgo Country Club – RJ

Site: https://mapmarketplaces.com/marketplace-experience/

Is the smartphone truly responsible for the suffering of generations Z and Alpha?

All researchers and professionals working with and on the internet agree that many things have changed since it became ubiquitous among adults, children, and teenagers. But these differ in two areas: are smartphones and social media simply a threat because they exist and we need to regulate their use, or does any technology have an impact on our culture and can this impact cause behavior to be fundamentally dysfunctional? Technology is agnostic; what we do – or do not do – with it is what matters.

Mainly after the publication of the book "The Anxious Generation" by Jonathan Haidt, alarmism spread among parents and educators, who found a scapegoat for the woes afflicting Generation Z (1997 to 2009) and Alpha (2010 to 2024): smartphones. For Haidt, the mere presence of smartphones in a place, with indiscriminate use of social networks, is responsible for the increase in psychiatric illnesses. To support his conclusions, he shows data from the American College Health Association: since 2008, the number of adolescents diagnosed with a mental illness has increased from 20% to 45%.

As a researcher and teacher in the digital world, I view these numbers with suspicion because children throughout history have grown up under threats greater than the presence of a smartphone. And we don't even need to travel to the past to find these children: after the October 7, 2023 attacks in Israel, among children and adolescents who had direct contact, the prevalence of mental disorders increased from 17% to 30%.

I am concerned that, in Brazil and around the world, we are creating laws aimed at banning smartphone access based on a moral panic that, apparently, does not withstand the slightest scrutiny. Anyway, the digital world has had an impact on our lives, this is undeniable, but allow me to propose an alternative hypothesis: that it is our culture, aided by smartphones, that is changing adolescent behavior.

Smartphones, which surprisingly have existed since 1994, only became popular starting in 2007 with the emergence of the first iPhone. If they have existed for so long, why are teenagers only now feeling their impact? Haidt blames social media and fast mobile internet. Myself and other researchers, like the Italian Alberto Acerbi, have a different opinion: it's culture, stupid!

With smartphones, anyone has become a journalist or, in current jargon, a "content producer". That means no matter where we are or what we do, there will always be a Sauron eye, evil and red, watching us. That would be okay if surveillance were the only problem. The issue is that this all-seeing eye also cancels, humiliates, and shames.

Imagine a teenager trying to win over his first girlfriend: there is always the risk of rejection. This is normal, but today, anyone who tries to approach another person, online or in real life, risks being humiliated and canceled in the public square of the internet. A simpleprint screenYou can make an 18-year-old boy a subject of mockery in all four corners of the world.

The best content ever produced by this cancel culture frenzy that the internet has brought to light is Monica Lewinsky's TED Talk. Yes, that same one.I did not have sex with that womanIn her, the most hated woman of 1997, talks about not only her own experience but also various experiences of people who were lynched, metaphorically, in a digital public square. And the solution to this? A new culture, a culture of tolerance and grace on the internet, in which things like the previous screenshot would be ignored by us, a behaviordeclassified, vulgar.

And the mental health crisis? Are teenagers really sicker? According to the World Economic Forum, teenagers are delaying their entry into adulthood.

My hypothesis is that, out of fear of humiliation and cancellation, teenagers have not been getting driver's licenses, do not go out in public, and remain infantilized for longer. Because the prospect of leaving the world, whether digital or real, presents a real social risk for which your minds are not prepared. Actually, no one is.

What surprises me most about the prohibitive zeal, both from Haidt and Brazilian and foreign legislators, who have chosen the smartphone as the source of all evil, is that Haidt has written several times about how a culture that has public humiliation as a hobby cannot be healthy. He calls this scheme, present in cognitive-behavioral therapy theory, mind reading, and we are led to assume the worst intentions of other people.

To overcome this behavior, this culture we have today – which I must agree is highly dysfunctional – Haidt himself suggests a more generous stance that assumes good intentions in the actions and words of others. This approach helps reduce unnecessary conflicts and promotes healthier interactions, especially in polarized environments. By challenging these automatic assumptions, we make our eyes more empathetic and tolerant, as well as build more rational communication. On the internet and in real life, without needing to prohibit anything.

Lilian Carvalho holds a PhD in Marketing and is the coordinator of the Center for Studies in Digital Marketing at FGV/EAESP

Kivi and Rocket Lab announce strategic alliance to boost the App Growth market in Brazil and Latin America

The companies Kivi and Rocket Lab, both belonging to the same global digital technology and media group, announce a strategic alliance to operate jointly in Brazil and Latin America. The goal is to strengthen the group's App Growth Hub, providing a smoother, more comprehensive, and efficient experience for agencies and advertisers in the region.

With this union, the Connected TV (CTV) solutionpowered byKivi is officially incorporated into Rocket Lab's portfolio, which already has a consolidated presence in the country, serving clients such as iFood, Globoplay, Magalu, and Natura. The operation continues with Rocket Lab as the main commercial interface, maintaining excellence in the execution and management of media campaigns.

"We are excited about this integration, which further positions us as a strategic growth hub for apps and brands. We believe in building connected and personalized solutions, focused on real impact for our clients' businesses," comments Daniel Simões, Country Manager of Rocket Lab."We join forces through an increasingly comprehensive solutions hub to transform the way brands grow and engage with their audiences, from attraction to engagement," he/she/they adds.  

The new structure allows partners and advertisers to have, at a single point of contact, a complete portfolio of channels and media formats, including:

  • CTV (Connected TV) 
  • Apple Search Ads 
  • First-impact Ads (OEM) 
  • Programmatic Ads 
  • Reach Beyond (publicity indiverse native apps) 
  • Braze x Rocket Lab (customer engagement platform) 

This transformation represents an important step in consolidating a more agile, connected ecosystem focused on sustainable results for brands and apps in Latin America.

Influencers seek independence from social media, reports indicate

The "State of Creator Commerce" report by Kajabi revealed a significant shift in content creators' behavior: many are moving away from exclusive dependence on social media and seeking greater financial autonomy. According to the study, there was a 400% increase in influencers' concerns about potential disruptions on social platforms, which demonstrates the level of insecurity that many face when relying solely on these tools.

The concern makes sense in light of the significant declines in the main traditional sources of monetization within the networks. The data shows that direct payments from platforms decreased by 33%, revenue from affiliate marketing fell by 36%, and earnings from brand agreements declined by 52%. This unstable scenario has driven creators to seek alternative and more stable sources of income.

Among the new paths, the company's own products and services stand out. The research indicates a 47% increase in revenue generated by podcasts, demonstrating one of the ways creators have sought greater financial independence. Furthermore, the report also indicates a 20% increase in digital download sales, 14% in educational content sales, and 10% in membership group subscriptions. This data reinforces the trend that influencers are becoming digital entrepreneurs, creating their own monetization ecosystems and reducing the intermediation of social platforms.

For Fabio Gonçalves, director of international talents at Viral Nation and an expert in the influencer marketing industry for over ten years, this movement represents an advancement in the sector's professionalization. "The exclusive dependence on social media for income is becoming unsustainable. Creators are realizing the importance of diversifying their revenue sources and building their own assets, such as courses, podcasts, and digital and physical products, which offer greater control and financial stability," he/she/they analyze.

The professional explains that the first step for influencers is to shift their mindset from "just creator" to "own brand entrepreneur": "Those who want to thrive in this new landscape need to think beyond likes. It is essential to understand the audience deeply, identify real monetization opportunities, become an authority in one or several subjects, and invest in scalable formats such as mentoring, digital and physical products, and subscriptions. Creators who master their communities and know how to deliver consistent value can build solid businesses that are less dependent on social media rules and algorithms," he advises.

He emphasizes that this transformation also requires a new stance from influence agencies. "At Viral Nation, we are adapting our strategies to support creators in this transition. This includes providing support in digital product development, community building, and implementing sustainable business models. Our goal is to empower influencers to become digital entrepreneurs, with multiple income streams and greater independence from social platforms," he concludes.

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