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\n\t\t\t\t\t\t\t\t\tInfluencer Gabriela Catao poses for photos at Ipanema beach in Rio de Janeiro, on Sept. 4, 2026. (AP Photo\/Silvia Izquierdo)<\/p>\n
Here\u2019s a look at the phenomenon.<\/p>\n
Brazilcore kicks off the trend<\/p>\n
Brazil has captured the world\u2019s attention and admiration before, and Brazilians cyclically observe that \u201cBrasil est\u00e1 na moda,\u201d or Brazil is in fashion.<\/p>\n
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.<\/p>\n
Fashion was \u201cvery rigid, with many uniformized clothes. Suddenly came this wave from Brazil showing more skin, using more color,\u201d said N\u00e9li 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.<\/p>\n
Recently, the popularity of Brazilcore has morphed into a massive, multi-faceted global phenomenon that celebrates \u201cbrasilidade,\u201d or Brazilianness, moving beyond fashion to include music, dance, cinema and sport.<\/p>\n
Trend seen in fashion, increased tourism and star power<\/p>\n
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\u2019s national colors.<\/p>\n
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 \u2014 an individual\u2019s fiscal identity in Brazil \u2014 being the new sought-after green card.<\/p>\n
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\u2019s stunning urban landscape. These videos have gone viral in recent months.<\/p>\n
\u201cIf you don\u2019t do the video with the drone, it\u2019s as if you didn\u2019t come to the favela,\u201d 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\u2019s famed favelas, beaches and parties.<\/p>\n
It\u2019s 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.<\/p>\n
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: \u201cI love you Brazil.\u201d Rosalia and Dua Lipa have also professed their love for Brazil online.<\/p>\n
Meanwhile, Brazilian culture \u2014 from Anitta\u2019s funk music to Academy Award-nominated films such as \u2018I\u2019m Still Here\u2019 and \u2018The Secret Agent\u2019 \u2014 is being celebrated on the world\u2019s biggest stages and across the internet, turbocharging Brazil\u2019s soft power.<\/p>\n
Brazil is renowned for its complexity and online presence<\/p>\n
It\u2019s frequently said about the country that \u201cBrazil is not for amateurs.\u201d The oft-repeated phrase taps into the complexity of the continental-sized country, where exuberant celebrations of life \u2013 epitomized by Carnival \u2014 coexist alongside violence, poverty and political scandals reminiscent of telenovelas.<\/p>\n
Brazil\u2019s ambiguities \u201cmake sense in a world filled with conflicts, inequalities and scarcity,\u201d said Bruno Pompeu, a professor at the University of Sao Paulo\u2019s school of communications and arts.<\/p>\n
The country\u2019s formidable presence online is also contributing to the current wave of interest in Brazil. Brazil \u2014 with a population of over 200 million \u2014 is one of the most connected countries in the world and social media users are showcasing the country\u2019s seemingly infinitely multilayered culture.<\/p>\n
\u201cBrazil pulsates creativity and has this very particular characteristic of interacting on the internet in a collective manner. It\u2019s common for content to be quickly transformed into memes and cultural references,\u201d said Eduardo Lorenzi, general director of operations for Latin America at TikTok.<\/p>\n
Brazilians are known for their high engagement, a much-sought-after characteristic in the attention economy.<\/p>\n
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.<\/p>\n
\u201cBrazilians love to comment. I get more messages than I can keep up with, and there\u2019s a lot of positive energy,\u201d she said.<\/p>\n
For the global entertainment industry, brands, event organizers, businesses and influencers, Brazil represents a key market and an exceptionally valuable fan base.<\/p>\n
Vitor Oliveira, a 36-year-old tour guide from Rocinha, credits social networks for the explosion of tourism in his neighborhood. \u201cInfluencers coming here were a game changer and primordial to the increase of tourism in Rio and especially in Rocinha,\u201d he said.<\/p>\n
Beyond digital engagement, Brazil\u2019s 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\u2019s government tourism agency.<\/p>\n
Brazil\u2019s popularity might begin to fade<\/p>\n
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.<\/p>\n
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.<\/p>\n
\u201cIt\u2019s a formula that\u2019s getting a bit tired. I think it\u2019s harder to succeed doing this than before,\u201d he said.<\/p>\n
In an increasingly multipolar world, many Brazilians believe that the country\u2019s soft power is here to stay. But Pereira predicts that Brazil\u2019s \u201cmongrel complex\u201d will resurface if the current attention from abroad fades. \u201cOnce people stop giving us those little pats on the head, it\u2019ll all come back,\u201d she said.<\/p>\n
___<\/p>\n
Follow AP\u2019s coverage of Latin America and the Caribbean at https:\/\/apnews.com\/hub\/latin-america<\/p>\n","protected":false},"excerpt":{"rendered":"RIO DE JANEIRO (AP) \u2014 Brazil is having a moment. Celebrities and record numbers of tourists donning green,…\n","protected":false},"author":2,"featured_media":894130,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[194296],"tags":[49,48,22073],"class_list":["post-894129","post","type-post","status-publish","format-standard","has-post-thumbnail","category-winnipeg","tag-ca","tag-canada","tag-winnipeg"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/894129","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=894129"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/894129\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/894130"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=894129"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=894129"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=894129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}