Brazil experiences a new wave of global popularity
International interest in Brazilian fashion, music, cinema and tourism has intensified. As Asharq Al-Awsat reports, one symbol of this trend has been the Brazilcore style — clothing in the colors of the Brazilian flag inspired by the country’s culture. The trend, which gained global popularity in 2023, later expanded beyond fashion to encompass music, dance, cinema and sports.
Fashion and tourism
Brazilcore elements have appeared in collections by Zara, H&M, Chanel, Jil Sander and Schiaparelli. Bad Bunny, Emily Ratajkowski, Hailey Bieber, Sabrina Carpenter and other celebrities have embraced the trend. Neli Pereira, a cultural studies researcher at the University of São Paulo, linked the style’s success to a desire for brighter colors and more relaxed clothing.
International attention has also affected tourism: more than 9 million tourists visited Brazil last year — 37% more than in 2024. In Rio de Janeiro, visitors are increasingly traveling to the Rocinha favela, where they film videos on terraces with panoramic views of the city. Such clips have gone viral on social media in recent months.
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Concerts, cinema and social media
International stars are also joining the wave of interest. Madonna, Lady Gaga and Shakira performed free concerts on Copacabana Beach in 2024, 2025 and 2026, respectively. According to Rio de Janeiro City Hall, each performance drew at least one million attendees.
Brazilian culture is also present in the global digital space — from Anitta’s funk to the Academy Award-nominated films “I’m Still Here” and “The Secret Agent.” Eduardo Lorenzi, chief operating officer of TikTok in Latin America, noted that in Brazil, content quickly turns into memes and cultural references.
At the same time, experts suggest that this popularity may be temporary. In their view, upcoming elections and the return of political polarization could weaken the association of yellow and green with positive emotions.
