On January 25, PikurruchA’S shows how local brands build belonging in São Paulo by turning sweets into shared experiences.
As the city reshapes itself at full speed, people increasingly value what feels human: comfort, warmth, and places that fit into everyday life.
That is why neighborhood businesses can stand out. When they become part of someone’s routine, they also become part of the city’s story.
Local brands and belonging
Known as the largest confectionery in Latin America, PikurruchA’S has become a case in point. The focus goes beyond the menu and leans into what lasts: emotion, memory, and togetherness.
By treating a visit as an experience, the brand blends into São Paulo’s cultural rhythm. In other words, it becomes a meeting point, not just a stop for dessert.
Why experiences are winning
According to Serasa Experian research, more than 40% of Brazilians plan to spend more on experiences such as leisure and get-togethers in the coming years.
Among A and B income groups, over 60% identify with a lifestyle driven by well-being and connection. As a result, spaces that invite people to stay and share moments are gaining relevance.
Making sense in a city that never stops
“In a city that never stops, people look for places that make sense in their day-to-day lives and in their emotional repertoire. When a space offers warmth, flavor, and affectionate memories, it becomes part of people’s routine—not just a one-off moment of consumption,” says Ana Piku.
The founder says the goal is to create a place that feels like home, even in a fast metropolis. Therefore, the details are designed to spark connection and bring customers back naturally.
On São Paulo’s anniversary, one message stands out: as the city changes, the need for belonging grows—and the brands that deliver it become landmarks.
Service PikurruchA’S
Instagram: https://www.instagram.com/pikurruchas/?hl=pt-br
Phone/Orders: +55 (11) 97752-7067
Perdizes unit – Rua Diana, 695 – Perdizes – Hours: Monday to Sunday, 11am to 8pm
Tatuapé unit – Rua Francisco Marengo, 1481 – Tatuapé – Hours: Monday to Sunday, 11am to 8pm
São Bernardo do Campo unit – Golden Square Shopping Center – Av. Kennedy, 700 – Jardim do Mar – Hours: Monday to Saturday, 11am to 10pm; Sunday, 1pm to 8pm
Museu da Imaginação unit – Rua Virgílio Wey, 100 – Água Branca – Hours: Monday to Sunday, 9am to 7pm
Foto: Divulgação
