Brazil · Etiquette
Brazil — Cultural Etiquette
Jeitinho culture — flexible, relationship-mediated, expressive. Direct transactional language often replaced by negotiation and warmth.
Cultural Dimensions (Hofstede)
PDI
69
IDV
38
MAS
49
UAI
76
LTO
44
IND
59
Source: Hofstede dimension data matrix (geerthofstede.com).
What This Means in Practice
Power Distance
· 69/100Moderately hierarchical: respect for age and rank; formal address opens doors.
Individualism
· 38/100Group-oriented: relationships and references matter more than transactional terms; warm small talk before business is normal.
Achievement Orientation
· 49/100Balanced: assertiveness and care both valued.
Uncertainty Avoidance
· 76/100Moderate uncertainty-avoidance: structured processes are normal but flexibility tolerated.
Indulgence
· 59/100Mid-range: balance of restraint and expression; reading the room matters.
Do
- ✓Greet with two or three cheek kisses (region-dependent)
- ✓Be late by 30 minutes — punctuality reads as anxious
- ✓Tip 10% in restaurants if servico isn't included
Don't
- ✗Confuse Portuguese with Spanish — Brazilians notice
- ✗Use "OK" hand sign — it's rude
- ✗Skip the conversation; small talk is part of every transaction
Quick Reference
- Languages: Portuguese; English limited
- Currency: Brazilian Real (BRL)
- Emergency: 190 police, 192 medical, 193 fire
Related
Cultural-dimension scores from the Hofstede dimension data matrix (geerthofstede.com); etiquette specifics curated from local sources, embassy guidance, and community contributions. Last verified April 2026.