Kwai renews its deal with reality show Rancho do Maia, adding simultaneous streaming, daily Christmas-themed lives, behind-the-scenes footage and exclusive content.
Carlinhos Maia’s reality gets festive edition
Short-video app Kwai is extending its partnership with the reality show Rancho do Maia and will be present in the new season hosted by Carlinhos Maia, which premieres this Tuesday, December 2. The platform turns the space into a festive, immersive set inspired by the magic of holiday celebrations.
As the show’s official platform, Kwai enhances the fan experience with exclusive content, unseen behind-the-scenes and live broadcasts. This way, viewers can follow the ranch’s daily dynamics in real time and across multiple formats.
Reality format and audience connection
Created and hosted by Carlinhos Maia, Rancho do Maia is a Brazilian reality show streamed on his social networks and now also through his profile on Kwai. The program is filmed on a rural property in São Miguel dos Milagres, in the state of Alagoas.
The format brings together influencers and guests in a relaxed environment with themed parties, challenges and playful disputes. It also features dynamics inspired by classic TV formats, such as the “Jogo da Discórdia”, musical performances and activities that promote interaction between cast and audience.
Since its debut on May 2, 2024, the show has drawn attention for its authentic tone and light-hearted atmosphere. The December edition is the last of the year and promises to close 2025 with a memorable celebration.
Daily lives, special streams and backstage content
In this new phase, the ranch adopts a more intense and interactive dynamic with a Christmas theme. Starting on premiere day, there will be daily lives at 4 p.m. on Carlinhos Maia’s official Kwai profile, each hosted by a different guest influencer.
Throughout the season, the project will also feature special lives on key dates and a final live show, packed with surprises and exclusive footage. Fans gain full immersion into the Rancho universe, with direct access to what happens on and off camera.
The previous season, in August, marked the first time all Rancho do Maia content was replicated in full on Kwai. This milestone strengthened the collaboration between the creator and the platform.
Iconic Kwai natives and a large influencer cast
Several iconic Kwai-native “characters” gained prominence in past seasons, such as Patixa Teló and Lindaci. They went viral on social media as symbols of the show’s plurality and spontaneity.
The fixed cast includes Álvaro, Ana Beatriz, Antônio (former BBB), Belle, Bruninho Cruz and Bruno. Confirmed guests for the Christmas edition include Lara, Mirella, Machdove, Patty Cris, Ana Clara, Patixa, João Pedro, Leticia Disher and Pedroca.
In total, around 100 influencers with active Kwai profiles are expected to pass through the ranch. The lineup reinforces the project’s collaborative nature and diversity of voices.
What Kwai and Carlinhos Maia say about the partnership
According to Claudine Bayma, Kwai’s general manager in Brazil, Rancho do Maia is a perfect expression of the platform’s DNA: creative, interactive digital entertainment that connects creators and audiences in a unique way. The partnership, she notes, underscores Kwai’s commitment to innovative experiences, with exclusive content and live formats that make fans feel part of every moment.
Carlinhos Maia also celebrates the new chapter with the app. He highlights that the audience will be able to follow everything in real time, feel as if they are inside the house with the cast, and access content available only on Kwai.
