Who is Louro José?

June 21, 2024


Louro José is a popular Brazilian puppet character created and performed by the talented comedian Tom Veiga. The character first appeared on the TV show “Mais Você,” which is hosted by Ana Maria Braga. Louro José quickly became a beloved figure in Brazilian pop culture, known for his witty remarks, humorous personality, and colorful appearance. In this glossary, we will delve into the background of Louro José, his significance in Brazilian entertainment, and his impact on audiences worldwide.

Early Life and Creation

Louro José was created by Tom Veiga in the early 1990s as a puppet character for the TV show “Mais Você.” The character was inspired by a real-life parrot that Veiga had as a pet, and he brought Louro José to life with his comedic talents and voice acting skills. The puppet quickly gained popularity for his sharp wit, sarcastic humor, and unique personality, making him a standout character on the show.

Television Career

Louro José’s television career took off when he made his debut on “Mais Você,” where he served as a sidekick to Ana Maria Braga. The character became a fan favorite for his humorous interactions with Braga, his witty commentary on current events, and his quirky sense of humor. Louro José’s popularity grew rapidly, and he soon became a household name in Brazil, appearing on various TV shows, commercials, and events.

Popularity and Cultural Impact

Louro José’s popularity transcended the small screen, as he became a cultural icon in Brazil. The character’s catchphrases, such as “Hello, hello, people!” and “Tá quente, tá quente!” became part of everyday language, and his image was featured on merchandise, memes, and social media posts. Louro José’s impact on Brazilian entertainment and pop culture cannot be understated, as he continues to be a beloved figure in the hearts of fans.

International Recognition

Despite being a Brazilian phenomenon, Louro José has also gained international recognition for his unique charm and humor. The character has been featured in international media outlets, such as CNN and The New York Times, and has garnered a global following on social media platforms. Louro José’s appeal transcends language barriers, as audiences from around the world appreciate his comedic timing, playful antics, and lovable personality.

Personal Life and Legacy

Tom Veiga, the creator and performer of Louro José, was deeply connected to the character and considered him a part of his family. Veiga’s untimely passing in 2020 shocked fans and left a void in Brazilian entertainment, but his legacy lives on through the enduring popularity of Louro José. The character continues to entertain audiences with his humor, charm, and infectious energy, keeping Veiga’s memory alive in the hearts of fans.


In conclusion, Louro José is more than just a puppet character – he is a cultural icon, a beloved figure, and a symbol of Brazilian humor and creativity. From his early days on “Mais Você” to his international recognition, Louro José has captured the hearts of audiences worldwide with his wit, charm, and larger-than-life personality. As we celebrate the legacy of Tom Veiga and the enduring popularity of Louro José, we are reminded of the power of laughter, entertainment, and the enduring impact of a beloved character.

Tatiana Cesso

As a journalist, I've made it my mission to explore and share stories that inspire, inform, and entertain. You may have stumbled upon my work in esteemed publications such as InStyle, Marie Claire, Bazaar, L’Officiel, and Vogue, among others. Having called the U.S. home since 2010, I've lived in Chicago, LA, and currently, Miami. But my heart always beats to the rhythm of Brazil. It's where I was born and raised, and my love for its culture, people, and energy knows no bounds. To share this passion, I've founded Brazilcore, a platform aimed at bridging the gap between Brazil and English speakers worldwide.