Abstract. The article seeks to comprehend how representations of the cultural identities and the gaucho traditions are built by the folkmarketing from the popular culture appropriations constituted by traditions of Farroupilha Celebrations held at the Acampamento Farroupilha. It describes the party’s scenario as a place of integration and diffusion of the regional Sul-Riograndense culture. Identifies the gaucho traditions’ symbols and the communication strategies used by companies during the event in order to create bonds between the companies that produce goods and services and the public customer. It analyzes the progress of the exhibition of brands in the territory of Camp Farroupilha from photographic images registered during field research made at the event, in the editions of 2015, 2016 and 2017, in September. The research ground itself in studies about folklore, popular culture, mass culture and their relations with folkcommunication and the folkmarketing. It is concluded that the communicational practices of the companies the event appropriate the gaucho tradition consecrated symbols, present in the Farroupilha Celebrations through folkmarketing, binding images and linguistic expressions from the regional culture to the brands of the products consumed in the party’s space.