Culture & Etiquette

Brazilians are extremely affectionate in their greetings. Expect a kiss on each cheek (or one in São Paulo, two in Rio) even when meeting someone for the first time. Men often hug and slap each other on the back. A cold or distant greeting can come across as rude.

Brazil is the only Portuguese-speaking country in South America, and Brazilians are proud of their language. Addressing them in Spanish can be taken as disrespectful. Even basic Portuguese — "obrigado" (thank you), "por favor" (please) — is warmly appreciated.

Brazilian churrascarias (steakhouses) use a rodízio system where servers bring endless rounds of grilled meat to your table. Flip your card to green for more, red to stop. Pace yourself — the best cuts often come later. The salad bar is also excellent and worth exploring first.

Avoid displaying expensive jewelry, phones, or cameras in busy urban areas. Use ride-sharing apps instead of hailing taxis on the street at night. Stay in well-lit, populated areas. Most Brazilians are incredibly helpful, but petty theft exists in larger cities like any major destination.

Brazilians stand closer during conversation than many Western cultures are used to. Stepping back can be seen as cold or unfriendly. Physical touch during conversation — a hand on the arm, a pat on the back — is completely normal and not intrusive.

Social events in Brazil rarely start on time. Arriving 30 minutes to an hour late to a party or casual gathering is standard. Business meetings tend to be more punctual, but even those can start with extended small talk before getting down to business.

The thumb-and-forefinger "OK" sign that is harmless in many countries is considered a vulgar gesture in Brazil. Use a thumbs-up instead — Brazilians use it constantly to indicate everything from approval to thanks.