AP 发布文化特稿《为什么巴西正当红》，讲巴西社媒内容（Madonna、Bad Bunny、Caramelo）走红，不含任何公司层面财务催化

Here's why Brazil is in fashion | AP News
Enable accessibility
Menu
World
SECTIONS
Iran war
Russia-Ukraine war
Español
China
Asia Pacific
Latin America
Europe
Africa
TOP STORIES
Iranian cargo ship is struck, and talks between Tehran and its neighbors are postponed
Trump calls on Ukraine to halt strikes on Russian diesel fuel, citing a global shortage
Fighting in Yemen intensifies, and Houthis launch more attacks on Saudi Arabia
Newsletters
The Afternoon Wire
Our personalization engine sends you what you may have missed throughout the day.
The Morning Wire
Our flagship newsletter breaks down the biggest headlines of the day.
See All Newsletters
U.S.
SECTIONS
Immigration
Weather
Education
Transportation
Abortion
LGBTQ+
Notable Deaths
America at 250
TOP STORIES
GOP congressman from Wisconsin tearfully recounts surviving emergency plane landing in lake
Newsletters
The Afternoon Wire
Our personalization engine sends you what you may have missed throughout the day.
See All Newsletters
AP QUIZZES
Weekly News Quiz
Politics
SECTIONS
2026 Elections
Election Results
Election calendar
White House
Congress
Supreme Court
The latest AP-NORC polls
TOP STORIES
House Speaker Mike Johnson says Trump's $5,000 'dividend' needs congressional approval
The secret ballot has been an article of faith in US elections. That's being tested in Georgia
Trump downplays the need to check AI development and says he doesn't want to cede edge to China
Newsletters
Ground Game
Your guide to the biggest stories in politics, policy and U.S. elections.
See All Newsletters
Sports
SECTIONS
NFL
College football
Top 25 Poll
MLB
NBA
WNBA
Soccer
Tennis
TOP STORIES
LIVE
AP Top 25 highlights: Texas takes No. 1, Oregon falls and Michigan returns
Texas rises to No. 1 in AP Top 25 poll, Ohio State and Oregon tumble
Alexander Zverev beats Ben Shelton to win the US Open title and extend a drought by American men
Newsletters
AP Top 25 Poll Alerts
Get email alerts for every college football Top 25 Poll release.
The Sports Wire
Get AP’s in-depth sports reporting tailored to your interests.
See All Newsletters
Entertainment
SECTIONS
Movies
Fashion
Television
Celebrity Interviews
Music
Books
TOP STORIES
Celebrity birthdays for the week of June 25-July 1
Movie Review: The Korean thriller ‘Hope’ is a creature feature to the tilt
'Practical Magic 2' conjures a No. 1 box office debut with $30 million
Newsletters
AP Entertainment Wire
AP’s entertainment, media, fashion and culture coverage, personalized to your interests.
See All Newsletters
Business
SECTIONS
Tariffs
Inflation
Financial Markets
Financial Wellness
Technology
TOP STORIES
New warnings about the risks of AI to humanity revive a long-running debate
Science
Newsletters
Quizzes
Games
Fact Check
TOP STORIES
FACT FOCUS: A look at false and misleading claims during the Republican midterm convention
Posts falsely claim no airplane debris found at Pentagon on 9/11
9/11 news footage on Pentagon attack deceptively edited
No, the US government didn’t ‘mysteriously lose’ trillions of dollars the day before 9/11
FACT FOCUS: Massive blackouts are unlikely if Canada stops exporting electricity to the US
FACT FOCUS: Texans listed as 'suspense voters' can still cast a ballot if they confirm their address
Oddities
TOP STORIES
British police try to track down theft of 70,000 pints worth of Guinness stout
Chicken wings advertised as 'boneless' can have bones, Ohio Supreme Court decides
Viral phenomenon in Argentina has young people identifying themselves as animals
A humpback whale briefly swallows kayaker in Chilean Patagonia — and it's all captured on camera
Capybaras keep their chill while crashing Brazilian legislature
Ghana's fantasy coffins are a colorful celebration of life and legacy
Be Well
SECTIONS
Trending
Better health
At home
Working well
For the climate
Eating well
TOP STORIES
Want to lower your risk of dementia? It doesn't involve a blood test
In an age of instant answers, educators say there's a case for letting kids struggle a little
Jetting off for a summer vacation? How to eat and drink to minimize jet lag
Photography
SECTIONS
Photo Essays
TOP STORIES
How a photographer captured a moment of hope in a devastated Nepal
At the Kaaba during Hajj, a photographer captures sense of unity and devotion
AP Top Photos of the Month, September 2024
Newsletters
The World in Pictures
Get special access to AP's most compelling images from our global team of photojournalists.
See All Newsletters
AP Investigations
Climate
SECTIONS
Indigenous peoples and climate
Climate Questions
Climate Migration
India Focus
TOP STORIES
Where have all the Atlantic hurricanes gone? El Nino might bring record slow storm season
Japan’s biomass energy boom threatens further deforestation in Indonesia
In North Carolina, a race is on to restore critical peatland before it dries up or is destroyed
Health
TOP STORIES
Want to lower your risk of dementia? It doesn't involve a blood test
Trump promises $500 Obamacare rebate checks for 1M enrollees in 30 states
Coroner releases details of infants who died amid growing Pennsylvania measles outbreak
Jetting off for a summer vacation? How to eat and drink to minimize jet lag
Tanning is getting hot again. Here's what it really does to your skin
US officials declare an end to record-setting cyclospora outbreak, but its origin is still unknown
Tech
SECTIONS
Artificial Intelligence
Social Media
TOP STORIES
Judge says Pentagon's measures against Anthropic were 'illegal and baseless'
One Tech Tip: Don't use rice for your device. Here's how to dry out your smartphone
Social media influencers are sharing life after marriage on 'divorce-tok'
Lifestyle
SECTIONS
Food & Recipes
Gardening
Fashion
Homes
Travel
Pets
TOP STORIES
A golf ball found in the World Trade Center rubble became a symbol of incomprehensible loss
Why the versatile PB&J remains king of the lunchbox after 125 years
Why ordering takeout or calling the dog walker might lead to a happier relationship
Religion
TOP STORIES
Minnesota churches roiled by legal battle over ICE surveillance and right to protest
Pope commemorates 9/11 attacks with prayers for peace and for those who died
For these Midwest farmers, regenerative agriculture is about more than soil health. It's spiritual
Newsletters
World of Faith
Comprehensive global coverage of how religion shapes our world.
See All Newsletters
Español
SECTIONS
Política de EEUU
Deportes
TOP STORIES
El papa conmemora los ataques del 11 de septiembre a EEUU con oraciones por la paz y por los muertos
Habrá más arrestos por muerte de mujer colgada de un árbol en Mississippi, dice la policía
Congresista de Wisconsin nada a lugar seguro tras aterrizaje de emergencia en un lago
Most watched videos
Standards
Press Releases
My Account
AP News Code of Conduct
World
Iran war
Russia-Ukraine war
Español
China
Asia Pacific
Latin America
Europe
Africa
Middle East
U.S.
Immigration
Weather
Education
Transportation
Abortion
LGBTQ+
Notable Deaths
America at 250
Politics
2026 Elections
Election Results
Election calendar
White House
Congress
Supreme Court
The latest AP-NORC polls
Sports
NFL
College football
Top 25 Poll
MLB
NBA
WNBA
Soccer
Tennis
Tennis
Golf
Auto Racing
Entertainment
Movies
Fashion
Television
Celebrity Interviews
Music
Books
Business
Tariffs
Inflation
Financial Markets
Financial Wellness
Technology
Science
Space
Animals
The Ancient World
Climate
Medicine
Newsletters
Quizzes
Games
Fact Check
Oddities
Be Well
Trending
Better health
At home
Working well
For the climate
Eating well
Photography
Photo Essays
AP Investigations
Climate
Indigenous peoples and climate
Climate Questions
Climate Migration
India Focus
Health
Tech
Artificial Intelligence
Social Media
Lifestyle
Food & Recipes
Gardening
Fashion
Homes
Travel
Pets
Religion
Español
Política de EEUU
Deportes
Most watched videos
Standards
Press Releases
My Account
AP News Code of Conduct
MORE
World
Iran war
Russia-Ukraine war
Español
China
Asia Pacific
Latin America
Europe
Africa
Middle East
U.S.
Immigration
Weather
Education
Transportation
Abortion
LGBTQ+
Notable Deaths
America at 250
Politics
2026 Elections
Election Results
Election calendar
White House
Congress
Supreme Court
The latest AP-NORC polls
Sports
NFL
College football
Top 25 Poll
MLB
NBA
WNBA
Soccer
Tennis
Tennis
Golf
Auto Racing
Entertainment
Movies
Fashion
Television
Celebrity Interviews
Music
Books
Business
Tariffs
Inflation
Financial Markets
Financial Wellness
Technology
Science
Space
Animals
The Ancient World
Climate
Medicine
Newsletters
Quizzes
Games
Fact Check
Oddities
Be Well
Trending
Better health
At home
Working well
For the climate
Eating well
Photography
Photo Essays
AP Investigations
Climate
Indigenous peoples and climate
Climate Questions
Climate Migration
India Focus
Health
Tech
Artificial Intelligence
Social Media
Lifestyle
Food & Recipes
Gardening
Fashion
Homes
Travel
Pets
Religion
Español
Política de EEUU
Deportes
Most watched videos
Standards
Press Releases
My Account
AP News Code of Conduct
Sign in
Search Query
Submit Search
Show Search
Menu
Submit Search
US Open finals
AP Top 25
Celine Dion comeback
Emmy Awards
Flash floods in Tristate area
Menu
World
SECTIONS
Iran war
Russia-Ukraine war
Español
China
Asia Pacific
Latin America
Europe
Africa
TOP STORIES
Iranian cargo ship is struck, and talks between Tehran and its neighbors are postponed
Trump calls on Ukraine to halt strikes on Russian diesel fuel, citing a global shortage
Fighting in Yemen intensifies, and Houthis launch more attacks on Saudi Arabia
Newsletters
The Afternoon Wire
Our personalization engine sends you what you may have missed throughout the day.
The Morning Wire
Our flagship newsletter breaks down the biggest headlines of the day.
See All Newsletters
U.S.
SECTIONS
Immigration
Weather
Education
Transportation
Abortion
LGBTQ+
Notable Deaths
America at 250
TOP STORIES
GOP congressman from Wisconsin tearfully recounts surviving emergency plane landing in lake
Newsletters
The Afternoon Wire
Our personalization engine sends you what you may have missed throughout the day.
See All Newsletters
AP QUIZZES
Weekly News Quiz
Politics
SECTIONS
2026 Elections
Election Results
Election calendar
White House
Congress
Supreme Court
The latest AP-NORC polls
TOP STORIES
House Speaker Mike Johnson says Trump's $5,000 'dividend' needs congressional approval
The secret ballot has been an article of faith in US elections. That's being tested in Georgia
Trump downplays the need to check AI development and says he doesn't want to cede edge to China
Newsletters
Ground Game
Your guide to the biggest stories in politics, policy and U.S. elections.
See All Newsletters
Sports
SECTIONS
NFL
College football
Top 25 Poll
MLB
NBA
WNBA
Soccer
Tennis
TOP STORIES
LIVE
AP Top 25 highlights: Texas takes No. 1, Oregon falls and Michigan returns
Texas rises to No. 1 in AP Top 25 poll, Ohio State and Oregon tumble
Alexander Zverev beats Ben Shelton to win the US Open title and extend a drought by American men
Newsletters
AP Top 25 Poll Alerts
Get email alerts for every college football Top 25 Poll release.
The Sports Wire
Get AP’s in-depth sports reporting tailored to your interests.
See All Newsletters
Entertainment
SECTIONS
Movies
Fashion
Television
Celebrity Interviews
Music
Books
TOP STORIES
Celebrity birthdays for the week of June 25-July 1
Movie Review: The Korean thriller ‘Hope’ is a creature feature to the tilt
'Practical Magic 2' conjures a No. 1 box office debut with $30 million
Newsletters
AP Entertainment Wire
AP’s entertainment, media, fashion and culture coverage, personalized to your interests.
See All Newsletters
Business
SECTIONS
Tariffs
Inflation
Financial Markets
Financial Wellness
Technology
TOP STORIES
New warnings about the risks of AI to humanity revive a long-running debate
Science
Newsletters
Quizzes
Games
Fact Check
TOP STORIES
FACT FOCUS: A look at false and misleading claims during the Republican midterm convention
Posts falsely claim no airplane debris found at Pentagon on 9/11
9/11 news footage on Pentagon attack deceptively edited
No, the US government didn’t ‘mysteriously lose’ trillions of dollars the day before 9/11
FACT FOCUS: Massive blackouts are unlikely if Canada stops exporting electricity to the US
FACT FOCUS: Texans listed as 'suspense voters' can still cast a ballot if they confirm their address
Oddities
TOP STORIES
British police try to track down theft of 70,000 pints worth of Guinness stout
Chicken wings advertised as 'boneless' can have bones, Ohio Supreme Court decides
Viral phenomenon in Argentina has young people identifying themselves as animals
A humpback whale briefly swallows kayaker in Chilean Patagonia — and it's all captured on camera
Capybaras keep their chill while crashing Brazilian legislature
Ghana's fantasy coffins are a colorful celebration of life and legacy
Be Well
SECTIONS
Trending
Better health
At home
Working well
For the climate
Eating well
TOP STORIES
Want to lower your risk of dementia? It doesn't involve a blood test
In an age of instant answers, educators say there's a case for letting kids struggle a little
Jetting off for a summer vacation? How to eat and drink to minimize jet lag
Photography
SECTIONS
Photo Essays
TOP STORIES
How a photographer captured a moment of hope in a devastated Nepal
At the Kaaba during Hajj, a photographer captures sense of unity and devotion
AP Top Photos of the Month, September 2024
Newsletters
The World in Pictures
Get special access to AP's most compelling images from our global team of photojournalists.
See All Newsletters
AP Investigations
Climate
SECTIONS
Indigenous peoples and climate
Climate Questions
Climate Migration
India Focus
TOP STORIES
Where have all the Atlantic hurricanes gone? El Nino might bring record slow storm season
Japan’s biomass energy boom threatens further deforestation in Indonesia
In North Carolina, a race is on to restore critical peatland before it dries up or is destroyed
Health
TOP STORIES
Want to lower your risk of dementia? It doesn't involve a blood test
Trump promises $500 Obamacare rebate checks for 1M enrollees in 30 states
Coroner releases details of infants who died amid growing Pennsylvania measles outbreak
Jetting off for a summer vacation? How to eat and drink to minimize jet lag
Tanning is getting hot again. Here's what it really does to your skin
US officials declare an end to record-setting cyclospora outbreak, but its origin is still unknown
Tech
SECTIONS
Artificial Intelligence
Social Media
TOP STORIES
Judge says Pentagon's measures against Anthropic were 'illegal and baseless'
One Tech Tip: Don't use rice for your device. Here's how to dry out your smartphone
Social media influencers are sharing life after marriage on 'divorce-tok'
Lifestyle
SECTIONS
Food & Recipes
Gardening
Fashion
Homes
Travel
Pets
TOP STORIES
A golf ball found in the World Trade Center rubble became a symbol of incomprehensible loss
Why the versatile PB&J remains king of the lunchbox after 125 years
Why ordering takeout or calling the dog walker might lead to a happier relationship
Religion
TOP STORIES
Minnesota churches roiled by legal battle over ICE surveillance and right to protest
Pope commemorates 9/11 attacks with prayers for peace and for those who died
For these Midwest farmers, regenerative agriculture is about more than soil health. It's spiritual
Newsletters
World of Faith
Comprehensive global coverage of how religion shapes our world.
See All Newsletters
Español
SECTIONS
Política de EEUU
Deportes
TOP STORIES
El papa conmemora los ataques del 11 de septiembre a EEUU con oraciones por la paz y por los muertos
Habrá más arrestos por muerte de mujer colgada de un árbol en Mississippi, dice la policía
Congresista de Wisconsin nada a lugar seguro tras aterrizaje de emergencia en un lago
Most watched videos
Standards
Press Releases
My Account
AP News Code of Conduct
World
Iran war
Russia-Ukraine war
Español
China
Asia Pacific
Latin America
Europe
Africa
Middle East
U.S.
Immigration
Weather
Education
Transportation
Abortion
LGBTQ+
Notable Deaths
America at 250
Politics
2026 Elections
Election Results
Election calendar
White House
Congress
Supreme Court
The latest AP-NORC polls
Sports
NFL
College football
Top 25 Poll
MLB
NBA
WNBA
Soccer
Tennis
Tennis
Golf
Auto Racing
Entertainment
Movies
Fashion
Television
Celebrity Interviews
Music
Books
Business
Tariffs
Inflation
Financial Markets
Financial Wellness
Technology
Science
Space
Animals
The Ancient World
Climate
Medicine
Newsletters
Quizzes
Games
Fact Check
Oddities
Be Well
Trending
Better health
At home
Working well
For the climate
Eating well
Photography
Photo Essays
AP Investigations
Climate
Indigenous peoples and climate
Climate Questions
Climate Migration
India Focus
Health
Tech
Artificial Intelligence
Social Media
Lifestyle
Food & Recipes
Gardening
Fashion
Homes
Travel
Pets
Religion
Español
Política de EEUU
Deportes
Most watched videos
Standards
Press Releases
My Account
AP News Code of Conduct
MORE
World
Iran war
Russia-Ukraine war
Español
China
Asia Pacific
Latin America
Europe
Africa
Middle East
U.S.
Immigration
Weather
Education
Transportation
Abortion
LGBTQ+
Notable Deaths
America at 250
Politics
2026 Elections
Election Results
Election calendar
White House
Congress
Supreme Court
The latest AP-NORC polls
Sports
NFL
College football
Top 25 Poll
MLB
NBA
WNBA
Soccer
Tennis
Tennis
Golf
Auto Racing
Entertainment
Movies
Fashion
Television
Celebrity Interviews
Music
Books
Business
Tariffs
Inflation
Financial Markets
Financial Wellness
Technology
Science
Space
Animals
The Ancient World
Climate
Medicine
Newsletters
Quizzes
Games
Fact Check
Oddities
Be Well
Trending
Better health
At home
Working well
For the climate
Eating well
Photography
Photo Essays
AP Investigations
Climate
Indigenous peoples and climate
Climate Questions
Climate Migration
India Focus
Health
Tech
Artificial Intelligence
Social Media
Lifestyle
Food & Recipes
Gardening
Fashion
Homes
Travel
Pets
Religion
Español
Política de EEUU
Deportes
Most watched videos
Standards
Press Releases
My Account
AP News Code of Conduct
Sign in
Search Query
Submit Search
Show Search
Menu
Submit Search
World News
Brazil is in fashion, as Brazilians like to say. Here’s why
Brazil is in fashion, as Brazilians like to say. Here’s why
1 of 6
|
Brazil is experiencing a cultural surge as celebrities and tourists embrace its vibrant culture. The trend began in 2023 with Brazilcore, a fashion movement inspired by the Brazilian flag’s colors. It has since expanded to music, dance, cinema and sports. Tourists are flocking to Brazil, drawn by viral social media content showcasing its favelas, beaches and parties. (AP video shot by: Diarlei Rodrigues)
Read More
2 of 6
|
Influencer Gabriela Catao poses for photos at Ipanema beach in Rio de Janeiro, on Sept. 4, 2026. (AP Photo/Silvia Izquierdo)
License this photo
Read More
3 of 6
|
Influencer Narutinho, center, dances with Spain’s tourist Ricard Sastre, right, at the Rocinha favela in Rio de Janeiro, on Sept. 2, 2026. (AP Photo/Silvia Izquierdo)
License this photo
Read More
4 of 6
|
A tourist wearing a jersey in Brazilian colors poses for a photo at the Rocinha favela in Rio de Janeiro, on Sept. 2, 2026. (AP Photo/Silvia Izquierdo)
License this photo
Read More
5 of 6
|
Italian tourist Edda Di Dato, wearing a Brazil’s jersey, strikes a pose at a terrace in the Rocinha favela in Rio de Janeiro, on Sept. 2, 2026. (AP Photo/Silvia Izquierdo)
License this photo
Read More
6 of 6
|
A tourist wearing a jersey in Brazilian colors poses for photos on a terrace at the Rocinha favela in Rio de Janeiro, on Sept. 2, 2026. (AP Photo/Silvia Izquierdo)
License this photo
Read More
By
ELÉONORE HUGHES
Updated 6:14 PM GMT+8, September 13, 2026
Leer en español
Add AP News on Google
Add AP News as your preferred source to see more of our stories on Google.
Share
Share
Facebook
Copy
Link copied
Print
Email
X
LinkedIn
Bluesky
Flipboard
Pinterest
Reddit
RIO DE JANEIRO (AP) —
Brazil
is having a moment. Celebrities and record numbers of tourists donning green, yellow and blue are flooding into the country. Brazilian culture — from its Oscar-nominated films to funk music — is taking the world by storm. Global fashion brands and influencers are leaning into the hype.
For decades, Brazilians have lamented that the country and its cultural makeup and output have long gone under-appreciated in what has become known as the “mongrel complex.”
But as attention from abroad pours in and consolidates itself in 2026, some say a shift may be underway with the rise of “caramelo pride” — a ubiquitous celebration by Brazilians of caramel-colored street mutts that have come
to represent the country
.
Here’s a look at the phenomenon.
Influencer Gabriela Catao poses for photos at Ipanema beach in Rio de Janeiro, on Sept. 4, 2026. (AP Photo/Silvia Izquierdo)
License this photo
Read More
Brazilcore kicks off the trend
Brazil has captured the world’s attention and admiration before, and Brazilians cyclically observe that “Brasil está na moda,” or Brazil is in fashion.
Many trace the current popularity of the phase to 2023, when Brazilcore, a fashion trend featuring the colors of the Brazilian flag and inspired by Brazilian culture, gained widespread global traction.
Celebrities including Bad Bunny
, Emily Ratajkowski, Hailey Bieber, Tina Kunakey, Sabrina Carpenter, Alex Consani and Addison Rae have all participated in the trend.
Fashion was “very rigid, with many uniformized clothes. Suddenly came this wave from Brazil showing more skin, using more color,” said Néli Pereira, a PhD candidate at the University of Sao Paulo in cultural studies who specializes in Brazil. The spontaneity and vivid color palettes resonated amid a craving for more light-heartedness.
Related Stories
Brazil’s TV and radio campaign blitz begins, with Lula and Flávio Bolsonaro set for a nasty fight
3 MIN READ
Brazil’s Senate passes rare earth minerals regulation, paving the way for boosted exploration
6 MIN READ
229
Brazilian Supreme Court Chief-Justice weighs in on the turmoil shaking the institution
6 MIN READ
229
Recently, the popularity of Brazilcore has morphed into a massive, multi-faceted global phenomenon that celebrates “brasilidade,” or Brazilianness, moving beyond fashion to include music, dance, cinema and sport.
Influencer Narutinho, center, dances with Spain’s tourist Ricard Sastre, right, at the Rocinha favela in Rio de Janeiro, on Sept. 2, 2026. (AP Photo/Silvia Izquierdo)
License this photo
Read More
Trend seen in fashion, increased tourism and star power
Brazilcore can be spotted on high streets around the world and takes the forms of bikinis, micro-shorts, crochet pieces, soccer shirts and accessories. Brands including fast fashion giants, such as Zara and H&M, have put out tops in green and yellow or emblazoned with Rio de Janeiro, while Chanel, Jil Sander and Schiaparelli have all made references to Brazil’s national colors.
The hype around Brazil has also translated into record numbers of tourists visiting the country. More than 9 million tourists came to Brazil last year, a 37% increase compared with 2024. Jokes on the internet abound about the CPF — an individual’s fiscal identity in Brazil — being the new sought-after green card.
In Rio,
visitors head to Rocinha favela
, kitted out in Brazilcore, and pay for footage of themselves striding out onto a terrace, plonking themselves down as a drone captures the scene before panning out to capture Rio’s stunning urban landscape. These videos have gone viral in recent months.
Sign up for Morning Wire:
Our flagship newsletter breaks down the biggest headlines of the day.
Email address
Sign up
By checking this box, you agree to AP's
Terms of Use
and acknowledge that AP may collect and use your data pursuant to our
Privacy Policy
.
“If you don’t do the video with the drone, it’s as if you didn’t come to the favela,” said Eduardo Maristany, a 30-year-old tourist from Barcelona, who recently partook in a tour of Rocinha. Like many others, he chose the country as a destination after seeing an influx of videos on social media about Brazil’s famed favelas, beaches and parties.
It’s not just tourists who are engaging with Brazil.
Madonna
,
Lady Gaga
and
Shakira
performed free shows on Copacabana Beach in 2024, 2025 and 2026 respectively, drawing at least a million concert-goers each time, according to Rio City Hall numbers.
And in 2024, Bruno Mars posted a video of himself dancing to funk music, seemingly getting a Christ the Redeemer tattoo on his chest and posing with a caramelo dog. With more than 13 million likes on Instagram, the video ends with the words: “I love you Brazil.” Rosalia and Dua Lipa have also professed their love for Brazil online.
Meanwhile, Brazilian culture — from Anitta’s funk music to Academy Award-nominated films such as
‘I’m Still Here’
and
‘The Secret Agent’
— is being celebrated on the world’s biggest stages and across the internet, turbocharging Brazil’s soft power.
Italian tourist Edda Di Dato, wearing a Brazil’s jersey, strikes a pose at a terrace in the Rocinha favela in Rio de Janeiro, on Sept. 2, 2026. (AP Photo/Silvia Izquierdo)
License this photo
Read More
Brazil is renowned for its complexity and online presence
It’s frequently said about the country that “Brazil is not for amateurs.” The oft-repeated phrase taps into the complexity of the continental-sized country, where exuberant celebrations of life – epitomized by Carnival — coexist alongside violence, poverty and political scandals
reminiscent of telenovelas
.
Brazil’s ambiguities “make sense in a world filled with conflicts, inequalities and scarcity,” said Bruno Pompeu, a professor at the University of Sao Paulo’s school of communications and arts.
The country’s formidable presence online is also contributing to the current wave of interest in Brazil. Brazil — with a population of over 200 million — is one of the most connected countries in the world and social media users are showcasing the country’s seemingly infinitely multilayered culture.
“Brazil pulsates creativity and has this very particular characteristic of interacting on the internet in a collective manner. It’s common for content to be quickly transformed into memes and cultural references,” said Eduardo Lorenzi, general director of operations for Latin America at TikTok.
Brazilians are known for their high engagement, a much-sought-after characteristic in the attention economy.
Courtney Henning Novak, a Californian and prolific reader and writer, developed an online community composed mostly of Brazilian followers after her rave review of a 1881 book by Brazilian author Joaquim Maria Machado de Assis went viral.
“Brazilians love to comment. I get more messages than I can keep up with, and there’s a lot of positive energy,” she said.
For the global entertainment industry, brands, event organizers, businesses and influencers, Brazil represents a key market and an exceptionally valuable fan base.
Vitor Oliveira, a 36-year-old tour guide from Rocinha, credits social networks for the explosion of tourism in his neighborhood. “Influencers coming here were a game changer and primordial to the increase of tourism in Rio and especially in Rocinha,” he said.
Beyond digital engagement, Brazil’s current moment in the spotlight is the result of a confluence of factors involving politics, diplomacy, culture and economics, said Pereira, pointing to policies that support the showcasing of Brazilian culture and a huge effort to attract tourists by Embratur, Brazil’s government tourism agency.
A tourist wearing a jersey in Brazilian colors poses for photos on a terrace at the Rocinha favela in Rio de Janeiro, on Sept. 2, 2026. (AP Photo/Silvia Izquierdo)
License this photo
Read More
Brazil’s popularity might begin to fade
Like all trends, this one is likely to fade, experts say, predicting that the upcoming election and the return of political polarization may diminish the association of yellow and green with joy.
French comedian Paul Cabannes, who is based in Sao Paulo and has millions of followers across different platforms, posts humorous content about Brazil and has watched as the number of foreigners producing content almost exclusively about Brazil soared.
“It’s a formula that’s getting a bit tired. I think it’s harder to succeed doing this than before,” he said.
In an increasingly multipolar world, many Brazilians believe that the country’s soft power is here to stay. But Pereira predicts that Brazil’s “mongrel complex” will resurface if the current attention from abroad fades. “Once people stop giving us those little pats on the head, it’ll all come back,” she said.
___
Follow AP’s coverage of Latin America and the Caribbean at
https://apnews.com/hub/latin-america
We Care About Your Privacy
To provide you with a more personalized, better-performing web site experience, we and selected third parties use tracking technologies to collect information about you, your site activity, your preferences and your device. These trackers are used for necessary technical purposes and, with your consent, for functionality, experience, measurement and marketing purposes, as detailed in our Cookie Policy.
We and our
619
partners store and access personal data, like browsing data or unique identifiers, on your device. Selecting I Accept All enables tracking technologies to support the purposes shown under we and our partners process data to provide. Selecting I Reject All (except Strictly Necessary) or withdrawing your consent will disable them. If trackers are disabled, some content and ads you see may not be as relevant to you. You can resurface this menu to change your choices or withdraw consent at any time by clicking the See Purposes and Manage Privacy Choices link on the bottom of the webpage. Your choices will have effect within our Website. For more details, refer to our Privacy Policy.
Cookie Policy (Privacy Policy Section 5)
We and our partners process data to provide:
Use precise geolocation data. Actively scan device characteristics for identification. Store and/or access information on a device. Personalised advertising and content, advertising and content measurement, audience research and services development.
List of Third-Party Partners (Vendors)
See Purposes and Manage Privacy Choices
I Reject All (except Strictly Necessary)
I Accept All
About Your Privacy
We process your data to deliver content or advertisements and measure the delivery of such content or advertisements to extract insights about our website. We share this information with our partners on the basis of consent. You may exercise your right to consent, based on a specific purpose below or at a partner level in the link under each purpose. Some vendors may process your data based on their legitimate interests, which does not require your consent. You cannot object to tracking technologies placed to ensure security, prevent fraud, fix errors, or deliver and present advertising and content, and precise geolocation data and active scanning of device characteristics for identification may be used to support this purpose. This exception does not apply to targeted advertising. These choices will be signaled to our vendors participating in the Transparency and Consent Framework. The choices you make regarding the purposes and vendors listed in this notice are saved and stored locally on your device for a maximum duration of 1 year.
Cookie Policy (Privacy Policy Section 5)
I Allow All
Manage Privacy Choices
Strictly Necessary Tracking Technologies
564 partners can use this purpose
Always Active
These tracking technologies (such as cookies) are needed for our web site to function and are always active.
Ensure security, prevent and detect fraud, and fix errors
406 partners can use this special purpose
Switch Label
label
Your data can be used to monitor for and prevent unusual and possibly fraudulent activity (for example, regarding advertising, ad clicks by bots), and ensure systems and processes work properly and securely. It can also be used to correct any problems you, the publisher or the advertiser may encounter in the delivery of content and ads and in your interaction with them.
View Illustrations
Deliver and present advertising and content
394 partners can use this special purpose
Switch Label
label
Certain information (like an IP address or device capabilities) is used to ensure the technical compatibility of the content or advertising, and to facilitate the transmission of the content or ad to your device.
View Illustrations
Save and communicate privacy choices
325 partners can use this special purpose
Switch Label
label
The choices you make regarding the purposes and entities listed in this notice are saved and made available to those entities in the form of digital signals (such as a string of characters). This is necessary in order to enable both this service and those entities to respect such choices.
View Illustrations
Match and combine data from other data sources
285 partners can use this feature
Switch Label
label
Information about your activity on this service may be matched and combined with other information relating to you and originating from various sources (for instance your activity on a separate online service, your use of a loyalty card in-store, or your answers to a survey), in support of the purposes explained in this notice.
Link different devices
230 partners can use this feature
Switch Label
label
In support of the purposes explained in this notice, your device might be considered as likely linked to other devices that belong to you or your household (for instance because you are logged in to the same service on both your phone and your computer, or because you may use the same Internet connection on both devices).
Identify devices based on information transmitted automatically
362 partners can use this feature
Switch Label
label
Your device might be distinguished from other devices based on information it automatically sends when accessing the Internet (for instance, the IP address of your Internet connection or the type of browser you are using) in support of the purposes exposed in this notice.
List of IAB Vendors
View Vendor Details
Performance Tracking Technologies
Performance Tracking Technologies
These tracking technologies (such as cookies) allow us to measure the overall performance of our site through analytics, such as visit counting and traffic sourcing. For example, these technologies help us learn which areas of our site are the most and least popular so we can provide users with better experiences. If you choose not to allow these technologies, we will not know where you visited on our site, and your visit will not be reflected in our performance monitoring.
View Vendor Details
Functional Tracking Technologies
Functional Tracking Technologies
These tracking technologies (such as cookies) enable our site to provide enhanced functionality and personalization. These technologies may be set by us or our third-party service providers whose services we have added to our site. If you choose not to allow these technologies, some services on our site may not function properly and may impact your user experience.
View Vendor Details
Social Media Tracking Technologies
Social Media Tracking Technologies
These tracking technologies (such as cookies) may be set by a range of social media services that we have added to our site to enable you to share our content with your friends and networks. They can track your browser across other sites and build a profile of your interests, which may impact the content and messages you see on other web sites you visit. If you choose not to allow these technologies, you may not be able to use or see these sharing tools.
View Vendor Details
Targeting Tracking Technologies
Targeting Tracking Technologies
These tracking technologies (such as cookies) may be set by us or third parties with whom we have business relationships, such as advertising partners, who may use information they obtain to show you relevant ads on this and other sites. If you choose not to allow these technologies, you will experience less targeted advertising, but you will continue to see ads that may be less relevant or based only on information that we collect directly from your use of our site.
View Vendor Details
Store and/or access information on a device
502 partners can use this purpose
Store and/or access information on a device
Cookies, device or similar online identifiers (e.g. login-based identifiers, randomly assigned identifiers, network based identifiers) together with other information (e.g. browser type and information, language, screen size, supported technologies etc.) can be stored or read on your device to recognise it each time it connects to an app or to a website, for one or several of the purposes presented here.
List of IAB Vendors
| View Illustrations
Personalised advertising and content, advertising and content measurement, audience research and services development
594 partners can use this purpose
Personalised advertising and content, advertising and content measurement, audience research and services development
Create profiles for personalised advertising
383 partners can use this purpose
Switch Label
Information about your activity on this service (such as forms you submit, content you look at) can be stored and combined with other information about you (for example, information from your previous activity on this service and other websites or apps) or similar users. This is then used to build or improve a profile about you (that might include possible interests and personal aspects). Your profile can be used (also later) to present advertising that appears more relevant based on your possible interests by this and other entities.
View Illustrations
Use limited data to select advertising
474 partners can use this purpose
Switch Label
Advertising presented to you on this service can be based on limited data, such as the website or app you are using, your non-precise location, your device type or which content you are (or have been) interacting with (for example, to limit the number of times an ad is presented to you).
View Illustrations
Use profiles to select personalised advertising
379 partners can use this purpose
Switch Label
Advertising presented to you on this service can be based on your advertising profiles, which can reflect your activity on this service or other websites or apps (like the forms you submit, content you look at), possible interests and personal aspects.
View Illustrations
Create profiles to personalise content
146 partners can use this purpose
Switch Label
Information about your activity on this service (for instance, forms you submit, non-advertising content you look at) can be stored and combined with other information about you (such as your previous activity on this service or other websites or apps) or similar users. This is then used to build or improve a profile about you (which might for example include possible interests and personal aspects). Your profile can be used (also later) to present content that appears more relevant based on your possible interests, such as by adapting the order in which content is shown to you, so that it is even easier for you to find content that matches your interests.
View Illustrations
Use profiles to select personalised content
128 partners can use this purpose
Switch Label
Content presented to you on this service can be based on your content personalisation profiles, which can reflect your activity on this or other services (for instance, the forms you submit, content you look at), possible interests and personal aspects. This can for example be used to adapt the order in which content is shown to you, so that it is even easier for you to find (non-advertising) content that matches your interests.
View Illustrations
Measure advertising performance
551 partners can use this purpose
Switch Label
Information regarding which advertising is presented to you and how you interact with it can be used to determine how well an advert has worked for you or other users and whether the goals of the advertising were reached. For instance, whether you saw an ad, whether you clicked on it, whether it led you to buy a product or visit a website, etc. This is very helpful to understand the relevance of advertising campaigns.
View Illustrations
Measure content performance
220 partners can use this purpose
Switch Label
Information regarding which content is presented to you and how you interact with it can be used to determine whether the (non-advertising) content e.g. reached its intended audience and matched your interests. For instance, whether you read an article, watch a video, listen to a podcast or look at a product description, how long you spent on this service and the web pages you visit etc. This is very helpful to understand the relevance of (non-advertising) content that is shown to you.
View Illustrations
Understand audiences through statistics or combinations of data from different sources
351 partners can use this purpose
Switch Label
Reports can be generated based on the combination of data sets (like user profiles, statistics, market research, analytics data) regarding your interactions and those of other users with advertising or (non-advertising) content to identify common characteristics (for instance, to determine which target audiences are more receptive to an ad campaign or to certain contents).
View Illustrations
Develop and improve services
423 partners can use this purpose
Switch Label
Information about your activity on this service, such as your interaction with ads or content, can be very helpful to improve products and services and to build new products and services based on user interactions, the type of audience, etc. This specific purpose does not include the development or improvement of user profiles and identifiers.
View Illustrations
List of IAB Vendors
Use precise geolocation data
160 partners can use this special feature
Use precise geolocation data
With your acceptance, your precise location (within a radius of less than 500 metres) may be used in support of the purposes explained in this notice.
List of IAB Vendors
Actively scan device characteristics for identification
104 partners can use this special feature
Actively scan device characteristics for identification
With your acceptance, certain characteristics specific to your device might be requested and used to distinguish it from other devices (such as the installed fonts or plugins, the resolution of your screen) in support of the purposes explained in this notice.
List of IAB Vendors
Back Button
Vendors List
Search Icon
Filter Icon
Clear
checkbox label
label
Apply
Cancel
Consent
Leg.Interest
checkbox label
label
checkbox label
label
checkbox label
label
I Reject All (except Strictly Necessary)
Confirm My Choices