Do’s and Don’t in Brazil

Social Etiquette & Greetings

Do’s

Do greet with a kiss (or two). In Brazil, cheek kisses are a standard greeting. The number varies by region: expect one kiss on the cheek in São Paulo and two (one on each cheek) in Rio de Janeiro. This is common between two women, or between a man and a woman. Men typically greet each other with a firm handshake or a friendly pat on the back.

Do embrace physical touch. Brazilians are generally warm and tactile people. A light touch on the arm or shoulder during conversation is a common gesture of friendliness and engagement, not an invasion of personal space.

Do be patient with punctuality. The concept of “Brazilian time” means that arriving 15 to 30 minutes late for social gatherings like a dinner or party is perfectly normal and not considered rude. However, this flexibility does not apply to formal business appointments or, most importantly, your tour schedules, which require promptness.

Do accept offers of coffee (cafezinho). Being offered a small, strong coffee, known as a cafezinho, is a primary gesture of hospitality in homes and even some businesses. It is polite to accept, even if you only take a small sip, as refusing can be seen as unfriendly.

Do engage in friendly small talk. Brazilians are typically warm, open, and curious. Expect people to ask about your family, your home country, and your impressions of Brazil. This is a genuine way of building rapport and showing interest in you as a person.

Don’ts

Don’t use the “OK” hand gesture. This is extremely important. The gesture made by forming a circle with your thumb and forefinger is considered vulgar and highly offensive in Brazil. Avoid using it under any circumstances.

Don’t be overly formal or reserved. Brazilian communication is expressive and animated. Using hand gestures, showing emotion, and speaking with passion are all normal and appreciated. A stiff or reserved demeanor might be misinterpreted as disinterest or unfriendliness.

Don’t bring up sensitive topics. It is wise to steer clear of the classic football rivalry between Brazil and Argentina unless you know your companions well and the conversation is lighthearted. Politics can also be a very divisive topic, so it is best to avoid it in casual conversation.

Don’t rush a conversation. Brazilians tend to value personal connection over strict efficiency. Taking the time to chat is important, so cutting a conversation short to get to the “point” can be perceived as rude. Allow conversations to flow naturally.

Dining & Tipping

Do’s

Do expect a 10% service charge (serviço). In most restaurants, a 10% service charge is automatically added to the bill. While it is customary to pay this, it is not legally mandatory. You may decline to pay it if the service was genuinely poor, but this is uncommon.

Do use a knife and fork for most foods. Brazilians rarely eat with their hands in a restaurant setting. This includes items that you might otherwise handle, such as pizza, burgers, or sandwiches. When in doubt, use the provided utensils.

Do signal the waiter by making eye contact or raising your hand slightly. To get a waiter’s attention, make eye contact and give a slight nod or raise your hand subtly. Shouting, clapping, or snapping your fingers is considered very impolite and should be avoided.

Don’ts

Don’t feel obligated to leave an additional tip. If the 10% serviço is included on your bill, no extra tip is expected or required. For truly exceptional service, rounding up the bill or leaving a small additional amount in cash is a kind gesture but is entirely at your discretion.

Don’t place your personal belongings on the dining table. Purses, phones, and other personal items should not be placed on the table. For reasons of both etiquette and security, it is best to keep your bag on your lap or on an empty chair next to you.

Don’t pour a drink just for yourself. When sharing a large bottle of water, beer, or soda at the table, it is considered polite to offer to pour for your companions before you pour a glass for yourself. It is a small but appreciated gesture of camaraderie.

Safety & Awareness

Do’s

Do dress down to blend in. To avoid drawing unwanted attention, it is wise to dress modestly. Avoid wearing flashy or expensive jewelry, high-end watches, or openly displaying premium cameras and smartphones, particularly in crowded urban areas.

Do use ride-sharing apps or licensed taxis. For transportation, rely on reputable ride-sharing apps like Uber or 99. Alternatively, ask your hotel concierge to call a licensed, reputable taxi for you. Avoid hailing unmarked cars from the street.

Do carry a copy of your passport. Leave your original passport, along with other valuable documents and the bulk of your cash, secured in your hotel safe. Carry a photocopy or a clear digital image of your passport’s photo page for identification purposes.

Do be vigilant in crowded areas. Exercise heightened awareness in busy places such as public transport, street markets, popular beaches, and during festivals or street parties. Keep your belongings secure and be mindful of your surroundings.

Don’ts

Don’t resist if you are a victim of a robbery. Your personal safety is the absolute top priority. In the unfortunate event of a robbery, hand over your valuables without resistance or argument. Do not make sudden movements. Material possessions can be replaced.

Don’t walk alone at night. This is especially important on deserted streets, quiet neighborhood roads, or empty beaches. Whenever possible, travel in a group and stick to well-lit, populated areas after dark.

Don’t leave your drink or belongings unattended. Whether you are in a bar, a restaurant, or relaxing on the beach, never leave your drink or personal items like your phone, wallet, or bag out of your sight. Be vigilant at all times.

Don’t display large amounts of cash. Use credit or debit cards for larger purchases where possible. For daily expenses, carry only a small amount of cash that you will need for the day to minimize potential loss.

Communication & Language

Do’s

Do try to speak Portuguese. Brazilians greatly appreciate any effort made to speak their language. Learning a few basic phrases will go a long way. Start with “Olá” (Hello), “Por favor” (Please), “Obrigado” (Thank you, if you’re male) / “Obrigada” (if you’re female), and “Tudo bem?” (How are you?).

Do use “você” when addressing people. “Você” is the standard, all-purpose word for “you” in Brazilian Portuguese. It is appropriate to use in nearly all social situations, from speaking with a shopkeeper to a new acquaintance, and removes any worry about formal versus informal address.

Don’ts

Don’t assume everyone speaks Spanish. While the languages have similarities, Portuguese and Spanish are distinct. Addressing a Brazilian in Spanish can be perceived as ignorant or dismissive of their unique culture. It is better to attempt a few words in Portuguese or to politely ask if they speak English.

Don’t assume everyone speaks English. Outside of major hotels, tour companies, and upscale restaurants in large cities, English proficiency is not widespread. It is highly recommended to have a translation app on your phone to assist with communication.

On the Beach

Do’s

Do rent a chair and umbrella (cadeira e guarda-sol). This is the classic way to enjoy a Brazilian beach. Numerous vendors will rent you a chair and umbrella for the day. You can often order cold drinks, coconuts, and snacks directly from them, allowing you to relax without interruption.

Do keep an eye on the flag system for water safety. Pay attention to the colored flags posted by lifeguards. They indicate the current water conditions, with red flags typically signaling dangerous waters and strong currents where swimming is not advised.

Do applaud the sunset. In iconic locations like Ipanema Beach in Rio, it is a beloved local tradition to applaud as the sun dips below the horizon. Joining in is a wonderful way to feel connected to the local culture and share a beautiful moment.

Don’ts

Don’t wear your swimwear away from the beach. It is considered inappropriate to walk into shops, shopping malls, banks, or nice restaurants wearing only a bikini, swim trunks, or a shirtless top. Always put on a shirt, shorts, or a proper cover-up before leaving the sand.

Don’t be shy about your body. Brazilian beach culture is famously body-positive and inclusive. You will see people of all ages, shapes, and sizes enjoying the sun and sea with confidence. Embrace the relaxed atmosphere and focus on enjoying yourself.

Don’t leave your valuables unattended when you swim. This is a crucial beach safety rule. Either take turns with your travel companions to go into the water or ask a trusted-looking neighbor at a nearby kiosk (barraca) to keep a brief eye on your things. Avoid bringing anything highly valuable to the beach.