In Itapetininga, a city in the interior of São Paulo with a population of just over 164,000, a memorable moment from 15 years ago has resurfaced in popular culture. The event involved a participant of the local carnival, arts teacher Ione Lao, who captured the hearts of audiences nationwide with her frank remarks about the carnival and her frustrations with the city. Her comments, referring to Itapetininga as a 'cursed place,' quickly evolved into a widely shared meme, reminding everyone of the humorous yet poignant expressions of local sentiment.

The context of this phenomenon highlights how a spontaneous interview, not originally intended for broadcast, can lead to viral status. Despite the negative remarks about her hometown and the carnival, Ione’s candidness became a source of entertainment and connection for many Brazilians. The clip, which was published on social media platforms after it was not aired on television, has now gathered millions of views and has sustained interest over the years.

As this meme continues to circulate during carnival season each year, it underscores the interplay between local culture and social media. It emphasizes how individual moments can transcend their immediate environment to achieve national recognition, allowing a local event to resonate with broader audiences, thus cementing Ione Lao's place in Brazilian meme culture and the collective memory of carnival festivities in Itapetininga.