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Habemus Papam & Copacagaga
"A sound is still a sound around no one."
THE MUSTS
World
Sustainable Asians

South Korea recycles 98% of its food waste. What can it teach the world?
Twenty years ago, South Korea sent 98% of its food waste straight to landfill. Today, the country recycles 97.5%.
The turn around came with tough rules: Separating waste became compulsory, throwing leftovers in landfills was banned and anyone who disposes of it wrongly pays a fine, which can exceed US$7,000 in the case of companies. Here's how it works:
At home, people buy official bags to throw away their food waste.
In newer buildings, disposal is done in machines with RFID technology, which charge the exact amount by weight. The idea is simple: the more you waste, the more you pay.
The system has worked so well that today the country recycles almost 4.5 million tons of waste a year, turning it all into animal feed, fertilizer or biogas.
Meanwhile, in the US, 60% of food waste still ends up in landfills. Or in Brazil, for example, only 4% of total waste is recycled.
As well as reducing waste and methane - a gas 80 times more potent than CO2 - the practice has become a habit. South Korea also relies on constant educational campaigns to keep the recycling rate high. A great example for us, right?
What else in on
Vatican: Habemus Papam - American is chosen as new Catholic leader. With the name Leo XIV, he becomes the 267th pontiff in history and the first to come from the United States - a country that, until now, had seemed unlikely for the position.(Read)
China & US: Both sides have agreed to temporarily reduce tariffs on one another by 115%: Chinese tariffs on US goods will drop from 125% to 10%, while the US will keep its baseline 10% levy and additional 20% fentanyl-related fee on Chinese goods, lowering its total tariff rate from 145% to 30%. (Read)
Portugal: Portugal's interim government wants to deport 18,000 illegal immigrants before the early election. The operation will begin with voluntary notifications to 4,500 people to leave the country within 20 days. (Read)
Israel: Under the pretext of security, Israel has given the green light for an operation to occupy Gaza and begin the removal of the Palestinian population. (Read)
Ukraine: President Volodomyr Zelensky challenged Russian President Vladimir Putin to meet him in Istanbul for direct talks to end the war. (Read)
Economy & Business
olha que coisa mais linda mais cheia de graça

How to Rebrand a City — Rio Edition
In case you were living under a rock: Lady Gaga finally returned to Brazil after canceling her Rock in Rio 2017 appearance — and she came back in full force. Her free show earlier this month drew an estimated 2.1 million people to Copacabana, making it the fifth-largest concert in history and the largest ever led by a single artist.
But beyond the pop spectacle lies something bigger: The culmination of a bold, strategic effort to transform Rio de Janeiro into a global stage — and that’s what we’re analyzing today.
Not Just About Gaga
According to Rio’s Secretary of Tourism, the concert injected over $100 million into the local economy. But this isn’t just about a single night.
Lady Gaga 2025 and Madonna 2024 are part of a broader, deliberate movement led by Mayor Eduardo Paes to reposition Rio — not through heavy infrastructure, but through culture, narrative, and emotional capital.
From the Rio 2016 Olympics to Rock in Rio, Web Summit, Rio2C, Carnaval as an economic engine, and now the Todo Mundo no Rio project, the blueprint is clear: Massive symbolic events with global resonance.
It’s a playbook built on visibility, perception — and it’s working.
Soft Power, Real Results
There are the obvious wins: Tourism, jobs, investment. But more importantly, there's a shift in collective perception.
Rio, once synonymous with crisis and dysfunction, is now reminding the world — and its own citizens — of its ability to create joy, beauty, and relevance on a global scale.
Of course, concerts don’t solve systemic problems. But sometimes, spectacle precedes substance — clearing the space for meaningful change. That’s where Paes and his team are playing smart: using the symbolic to reignite the real.
Copacabana, the New Vegas?
Rumors already swirl about future headliners like Beyoncé, Rihanna, U2, and Taylor Swift. The ambition? To make Copacabana a recurring hub for global mega-events — an open-air Las Vegas by the Atlantic.
Is it sustainable? We’ll see. But for now, the spotlight is firmly on.
What else is on:
Airbnb: Now allows users to hire on-site professionals, including private chefs, massage therapists, and personal trainers. (Read)
Apple: left the cat out of the bag and is planning a 2027 with foldable iPhones, smart glasses, wearables with cameras, desktop robots and many more. (Read)
OpenAI: is renegotiating multibillion-dollar terms with sugar daddy Microsoft in order to be free for new funding and IPOs in the future. (Read)
Uber: said that its autonomous cars (in partnership with Google's Waymo) are already busier than 99% of human drivers. (Read)
Google: after paying $1.4 billion to Texas to end a privacy lawsuit, two more have popped up: (a) Mexico for changing the name of the Gulf, and (b) Italy's Moltiply for €3 billion for market dominance. (Read)
Netflix: the company announced the launch of a new homepage - its biggest redesign in the last decade. Changes include a personalized chatbot, fewer screen options, mobile app with infinite feed and more. (Read)
Today I’ve learned: Steve Jobs was inspired by the Catholic Church to structure Apple's organizational chart. The former CEO concluded that if the oldest and largest organization in the world only has 4 hierarchical levels, why would any other company need more?
Technology & Science
you’ve got a friend in me…

Therapy and companionship become AI's biggest use cases
She already writes emails, answers questions, summarizes and generates codes. Now it's helping people find meaning in life. By 2025, generative AI has become a counselor, coach, therapist and even a friend.
From one year to the next, the personal and emotional use of AI (blue dots below) more than doubled, indicating a greater adherence - or dependence - of human beings on the tool beyond the professional aspect, as many predicted.
Among the most cited use cases are people using AI to deal with grief, plan their routine or simply talk - yes, talking. In short, technology is increasingly being seen as a companion in many corners of the world.
A user from South Africa, for example, reported that, with almost no access to psychologists in her country, she turns to AI for emotional support. Young people are the biggest fans of AI as a “therapist”. I brought this up because I found it very interesting, how this shift happened so quickly and that perhaps, sooner than we expect, AIs could be seen as “partners in crime” - can you imagine? You can see the full study here.

EDITOR’S RECOMMENDATIONS
Music
Se nao foi convivendo comigo, nao tem nada mais que te salva

Coisas Naturais by Marina Sena: I’m not a superfan of Marina Sena — but I’m fan enough to stay curious. And right now, she’s one of the few Brazilian artists making music that actually matches my current vibe (which, as I mentioned in the last edition, is a little nostalgic, a little homesick).
If you’re looking for an album that will sweep you off your feet and just make you feel good, Coisas Naturais is it. It’s warm, cohesive, a little trippy, and full of personality. The bright trumpets, Brazilian rhythms, and playful production create a kind of sun-soaked joy that feels both modern and rooted.
“Carnival” makes me want to dance immediately. “Ouro de Tolo” is a perfect closer. “Lua Cheia” has these magical bell chimes that feel like a fever dream. And “Combo da Sorte” — with its punchy drums and electrified woohs — is pure serotonin.
Vocally, Marina isn’t a powerhouse in the traditional sense — but she knows exactly how to use her voice. She’s seductive, playful, a little irreverent. She gives you trendy trap-pop on “TOKITO” (with an unexpected feature from Gaia, one of my fav Italian artists), and then goes moody and atmospheric on “SENSEI.” Her ability to craft choruses that stick with you — and I mean really stick — is low-key masterful.
In short: This album is hot. Seductive in a subtle, stylish way — like someone flirting across a dancefloor without saying a word.
Best songs: Magico; Carnaval; Tokito; Ouro de Tolo (Rating 9/10)
WHAT ABOUT ME?
Micael
the responsibility is always yours

Over the past year, I’ve received a certain kind of feedback more than once — usually after someone vents to me about a relationship, a fight with family, or a rough situation at work. The feedback goes something like this: “You always flip it back on me instead of just supporting my complaints.”
And honestly? Fair. Sometimes, you just want to complain and have someone listen. I get that. But it did make me think.
Whenever I can, I bring up self-responsibility — because to me, it’s the only real way to change any situation. And I’ve come to realize: that idea really bothers some people.
We all want things to get better. We want to be treated better. We want our spouse to admire us, our boss to stop being toxic, our parents to accept our dreams. But the hard truth is — none of that is in our control.
What is in our control? Our actions. Our choices. What we tolerate. What we walk away from. That’s it. It’s not that I’m blaming you, dear tanameser — I’m holding you responsible. And there’s a big difference between guilt and responsibility.
Guilt paralyzes. It makes us feel like victims of something we can’t change.
Responsibility? That gives us power. It says: Even if it wasn’t your fault, it’s still your life. What are you going to do with it?
The truth is, many people hold on to their pain because without it, they don’t know who they are. Suffering, anger, frustration — they become identity.
(But that’s a topic for another time.)
When someone suggests that maybe the way forward isn’t waiting for the other person to change — but changing yourself — the first reaction is usually resistance. It’s hard. It’s uncomfortable. It can feel like giving up your indignation means saying everything that happened to you was “okay.”
But here’s the thing: it’s not okay. But that’s not the point.
The point is — continuing in that same cycle, waiting for something to change outside of you? That’s not the answer either.
You can stay stuck, feeding the idea that life has been unfair. Or you can do something different. That’s the choice. And if I seem too blunt when people come to me, that’s really all I’m trying to say:
You’re not to blame for what happened to you.
But you are responsible for what happens next.
People are going to disappoint you. Life is going to disappoint you. That’s a given.
What are you going to do about it?
With love,
M.

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