Culture & Etiquette

Brazilians greet with kisses on the cheek -- one in Sao Paulo, two in Rio, and sometimes three in other regions. Even casual acquaintances embrace warmly. Standing at arm's length during conversation can seem cold. Brazilians are among the most physically affectionate people in the world.

Brazil is the only Portuguese-speaking country in South America. Speaking Spanish to a Brazilian is a common tourist mistake and can come across as dismissive. Even a simple "obrigado/obrigada" (thank you) in Portuguese is appreciated far more than fluent Spanish.

At churrascarias (steakhouses) and some pizza restaurants, the "rodizio" system means waiters bring food continuously to your table. A small card or disk at your table controls the flow -- green side up means keep it coming, red side up means you need a break.

In major cities, avoid displaying expensive jewelry, phones, or cameras conspicuously. Use ride-hailing apps (99 or Uber) instead of hailing taxis on the street. Keep valuables in your hotel safe. Most tourist areas are safe during the day, but ask locals about neighborhoods to avoid at night.

Social gatherings rarely start on time -- arriving 30 minutes to an hour late is normal and expected. However, business meetings follow more punctual norms. If a Brazilian says "I'll be there in 5 minutes," expect at least 20.

Brazilian beaches are social hubs with their own customs. It's normal to buy food and drinks from beach vendors. Wearing swimwear (including small bikinis and sungas) is standard and not considered immodest. However, going shirtless away from the beach is frowned upon in shops and restaurants.

The thumb-and-index-finger circle that means "OK" in many countries is an obscene gesture in Brazil. Instead, use a thumbs-up to signal approval -- it's the most common positive gesture in Brazil and used constantly in daily life.