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Brazil: land of diversity
By Denise Coronha Lima

Brazil is in fashion: that is what European magazines say. Maybe it is because of the way we make jewelry, bikinis and sandals. Or it is because of our casual lifestyle and music. Actually, almost everyone has heard of Brazil, Pelé being the most recognized icon, along with lots of strong coffee and images of carnival.

Fifth largest country in the world, Brazil is like a continent inhabited by a mixed population of approximately 186 million people. Not only have we got different ecological zones and types of weather, but also different ethnic groups, religions and levels of social development. Therefore, diversity is what best defines us. In other words, our identity lies in our diversity.

If this is so, what brings us, Brazilians, together? Different from many countries, we all share the same language, which sounds better when Portuguese words come out together with lots of gestures and body movements. Besides, creativity and joy of living abound from north to south. Maybe that is why Brazilians are internationally acknowledged as a friendly people. In difficult times, while the British would say “it can’t get worse”, Brazilians would definitely proclaim “things will get better”.

Working with expatriates makes one familiar the with so-called cultural shock and the questions that come with it: How can I understand Rio and be included? How can I keep as safe as possible? How can I live and do business here without going crazy?

In order to find out about the Brazilian way of thinking and to adjust to the lifestyle in Rio de Janeiro, the first step is to understand your new environment. If you look out of the window you will probably see hills and beaches. You will see curves going up and down everywhere. What if I tell you that this is how we think? In general terms, we think in curves. Compared to those coming from the Northern Hemisphere we do not think straight. Depending on the situation, we might not start or finish dealing with issues the way they do. One could say our approach is original. Perhaps that is why we are in fashion.

What most expats do not know is that the Brazilian culture is an unprecedented mix in the world. It was only here that native indians, Portuguese people and African slaves from different nations were brought together and formed a country. Since the 16-century a culture of inclusion has been under way, combining rather than eliminating its opposites.

If we take the Brazilian way of communicating, for example, it is impossible not to notice that we talk a lot and at the same time about different topics like Africans do. Yes, we interrupt, which in most cases is just a way of interacting and keeping engaged. No one is considered rude for that. It is true that in many cases we circulate around difficult issues rather than attack them. In the meantime, we establish eye contact, smile, touch, hug and even kiss people on both sides of the face. We may stand so near that your notion of personal space gets compromised. If you think this is too much for you and prefer to keep a distance, stretch out your arm and greet Brazilians with a formal handshake. Or else, surrender and enjoy it.

They say we are informal and should be more aggressive, different from a couple of Brazilian lawyers who in the middle of a verbal attack among foreign business partners could only open their mouths to say” let’s go to lunch”. It is also said that wearing more clothes would be good. But why change a habit inherited from native indians that works so well near the tropics? Yes, we should also eat less salt and sugar, which is a Portuguese thing. And we are not even aware we exaggerate a little.

In 1500 when the Portuguese navigators first arrived here they were completely surprised. The landscape and weather, the animal life and vegetation, the native Brazilians and everything else were far too exotic to the European eye. In different ways, the surprise persists to this day. Brazil is a continental country united by a sensuous language with which we connect with each other and celebrate life. It is a place where all religions are welcomed and happiness and pleasure are found in simple things. Here people come before business issues, and maybe this is why our time runs in a different fashion. Of course, there is a lot to be done, and that is exactly why foreigners keep coming. For these, the secret to being in Brazil is to dive in its diversity and enjoy the flavor.