31-country business-culture briefs — customs stated as common practice, backed by our data.
Handshakes are the standard business greeting in Brazil; close acquaintances may exchange cheek kisses (beijinho), more common between men and women once rapport is established. Direct eye contact signals sincerity and confidence, so maintain it naturally. A warm smile and open body language go a long way in setting a positive tone.
Use professional titles with surnames on first meeting — for example, 'Doutor Silva' or 'Engenheiro Costa.' Brazilians often move to first-name address relatively quickly; simply follow the other party's lead. Titles such as Doutor (Doctor) and Engenheiro (Engineer) carry social weight and should be used in formal contexts.
Avoid conflating Brazil with Argentina or other Latin American countries — Brazilians take strong pride in their distinct culture and Portuguese-speaking identity. Steer clear of sensitive topics such as political controversies or socioeconomic inequality in business settings. The 'OK' gesture (thumb and forefinger forming a circle) is considered offensive in Brazil and should be avoided entirely.
Expect a warm-up period of small talk before business begins; asking about family or recent experiences is a genuine relationship-building practice, not mere formality. Meetings may deviate from a set agenda, and interruptions are common and generally signal active engagement rather than rudeness. Bringing bilingual (Portuguese-English) business cards and materials demonstrates respect and preparation.
Relationship-building (relacionamento) is foundational to Brazilian business — avoid rushing into deal terms before trust has been established over multiple interactions. Decision-making can be lengthy due to hierarchical approval processes; patience and consistent follow-up are essential. Flexibility on pricing and contract terms is expected, and demonstrating willingness to accommodate builds goodwill.
Business lunches are a key relationship-building occasion and often run long; avoid pressing commercial topics too aggressively during the meal. The host is generally expected to pay; if you are hosting, proactively offer to cover the bill. Churrasco (Brazilian barbecue) is a popular choice for business entertaining, and accepting a post-meal cafezinho (espresso) is an appreciated social gesture.
Business meetings in Brazil commonly start 15 to 30 minutes after the scheduled time, which falls within culturally accepted norms. As a visiting professional, arrive on time but build flexibility into your schedule. São Paulo tends toward greater punctuality in business contexts, while Rio de Janeiro observes a more relaxed approach.
Key holidays include Carnival (February/March, lasting roughly one week), Easter, Corpus Christi (June), and Christmas (December 25). Business activity drops significantly in the two weeks surrounding Carnival — avoid scheduling critical meetings during this period. Independence Day (September 7) and Republic Day (November 15) are also public holidays affecting business operations.