In this paper we consider archaeology as a product of social interaction, and discuss how ancient Egyptian materiality has been an important part of identity building in Brazil. We begin by reviewing our theoretical setting, and suggest that a postmodern approach is most helpful to our goal of understanding the social context of the public uses of archaeology. The paper then turns to the trajectory of “Egyptomania” in Brazil, from the 19th century onwards, highlighting the importance of cultural movements such as Kardecism and Masonry in this trend. We argue that the use of Egyptian subjects in Brazil has connections with social inequality, racism, and gender biases. Finally, we present a case study on positive recent trends in the presentation of ancient Egypt in school textbooks which highlights critical approaches to the use of ancient Egyptian subjects in contemporary Brazil.