Culture, Customs and Etiquette in Brazil: A Traveler's Guide

A warm, physical culture

Brazilians are famously warm and tactile. Expect close standing distance, plenty of touching on the arm, and lots of eye contact. Personal space is smaller than in northern Europe or North America, and pulling back can read as cold.

Greetings

• Among friends and in social settings, women greet with a kiss on the cheek (one in São Paulo, two in Rio). Men shake hands, often with a clasp on the shoulder or a hug between close friends.
• In business, a firm handshake and direct eye contact work everywhere.
• Use first names quickly. Titles like Seu (for men) and Dona (for women) before a first name show respect to older people.

Time and the famous flexibility

Social events run on horário brasileiro (Brazilian time). Arriving 20-40 minutes late to a house party is normal; arriving exactly on time can surprise the host. Business meetings, however, increasingly expect punctuality, especially in São Paulo.

Dos and don'ts

• Do learn a little Portuguese. Even bom dia (good morning) and obrigado/obrigada (thank you) are appreciated. Spanish is understood but not loved.
• Don't assume everyone speaks English, particularly outside tourist zones.
• Do dress neatly; Brazilians care about grooming. On the beach, swimwear is small and unremarkable, but don't wear swimwear into shops or restaurants away from the sand.
• Don't make the OK hand sign (thumb and forefinger circle); it is offensive. A thumbs-up means everything is fine.
• Avoid loud comparisons to Argentina, and don't lump Brazil in with "Latin America" as if it were Spanish-speaking.

Food and hospitality

Lunch is the main meal. If invited home, bring wine, dessert or flowers. A national ritual is the churrasco (barbecue), where meat keeps coming until you signal you are full. Coffee, the tiny strong cafezinho, is offered constantly; accepting is polite.

Tipping

• Restaurants usually add a 10% service charge (*serviço*) to the bill; it is customary to pay it. Extra is optional.
• Round up for taxis, or add a little for help with bags.
• Tip hotel porters a few reais per bag and leave a small amount for housekeeping.
• Tipping is not expected in bars where you pay at the counter.

Conversation

Football, music, food and family are safe, beloved topics. Brazilians are proud and self-deprecating about their country at once. Go easy on politics and crime stereotypes, and never joke that everything is "jungle."

Stay connected in Brazil

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