Resumo. “The Man of the Midnight” (Homem da Meia-Noite) represents the cultural identity of the city of Olinda, in the Great Recife, being nationally recognized like local symbol of the carnival. The aspect of culture is presented as one of the means of reaching the public in the market of value generation for organizations. In an engaging way - with sympathy and identification. Given this context, this article aims to understand how the “Homem da Meia Noite” enters the market logic, conducting its management based on folkmarketing, how it is thought to create products exploring its brand image and how the concept of "myth " begins to be worked by the association. The information gathered was obtained through bibliographical research, with use of books, articles, dissertations, among others; And field surveys focusing on semi-structured interviews. Considering the contexts and theories covered, it is possible to understand the importance of the Midnight Man to the cultural market scenario and a new marketing logic centered on folkmarketing - which adds value not only to the association, but also to different sponsors.