FRESHLY SQUEEZED CONTENT

The week leading up to Christmas is always tough. Do you know that feeling of carrying heavy shopping bags by the tips of your fingers until it stops the body's circulation? It's a bit like that. 🫠🫠🫠

We gotta prepare the feast, do the shopping, organize gatherings with family and friends…

And, as we know, in Brazil, women are responsible for dealing with most of this workload. We are exhausted. But it will be over (and worth it , we hope) very soon. 😍

#xmas #brazil #brazilianculture #mentalhealth #culturalinsight

As most people, Brazilians have many ‘tribes’. Usually, people get together based on their music taste. In the video, we listed some tribes–the samba crew, the rock legends, the forró dancers… But there are so many more!

Our ‘rolê’ usually reflects a bit what kind of person we are. The samba fans may be more cheerful, rock gatherings tend to gather people in their 40s, forró is a great way for singles to engage with each other, country music fans like to share their heartbreak stories…

And you, what is your tribe?

🍍Follow us to know more about Brazilian culture 🍍

#brazilianculture #brazil #music #role #sertanejo #forro #samba #culturalinsight

December in Brazil feels like a LONG Friday….

While Europeans and North Americans deal with snow and the cold weather, we are boiling below the Equator, especially during the times we are living.

The weather is the perfect excuse for a beer, a ‘roda de samba’, and for Secret Santas, obviously. Brazilians with a proper job also receive the ‘13th wage’, an extra salary in December, which always helps to boost the economy during the holiday season.

#fridayed #brazilianculture #brazil #culturalinsight #summer #holidayseason #xmas

Taylor Swift Eras’ Tour arrived in Brazil on November 18th, and it has been crazy since then 😮😮😮

The singer, who released 3 albums during the pandemic, is performing for 6 nights in large stadiums in Rio and Sao Paulo. The gig is a huge production, aligned with previous mega concerts we had here recently, like Coldplay and the Mexican phenomenon, RBD.

Since ‘life went back to normal’, the amount of gigs and festivals increased dramatically. Experts say this is a consequence of a repressed demand. People spent almost 3 years not going out, so now it is time apparently…

The thing is, with these huge productions, an artist's presentation on a stadium today involves much more than a band, a singer, sound system, and some stage lights. As a result, the ticket prices are becoming prohibitive, especially in places like Brazil, where inequality is a reality. For Taylor’s gig, the cheapest ticket (a half price for students) was around 500 Brazilian Reals (100 USD).

In this case, the price sets the audience, so what is happening is, these gigs are not necessarily a place for fans now, it is a place for those who can afford the tickets. Sharing videos on social media is now also an essential part of the experience of going to a concert or festival. Can’t say we love that…

🖤The 23-year-old Ana Clara Benevides Machado, died before the singer’s Eras concert show at Nilton Santos Stadium in Rio de Janeiro. The temperatures in Rio remain a cause for concern, and complaints have been raised about the conditions at the concert venue. You were too young, Ana Clara!

#Taylorswift #erastour #gig #brazil #culturalinsight #festivals

Experts say Brazil is going through the hottest year in the past 128 thousand years! 🔥🔥🔥 The extreme heat, caused by El Niño and global warming, is impacting Brazilian society in many ways. Electricity and water are likely to become scarce. We have already had a ‘sample’ of this in Sao Paulo this month, where thousands of people experienced power outages for a long time. Meanwhile, there are 218,000 people living in the streets at the moment.

Stay hydrated. Memes aside, the situation is not looking good. This weather is no joke.

#globalwarming #heatwave #brazil #elnino

Today we are going to talk about Enem (let’s call it the Brazilian SATs). Every year, teachers and students wrap their heads around the subject of the essay, and this year was no different. The students, 3.9 million in total, were asked to write about the challenges in tackling the invisibility of women's care work in Brazil.

Well, it is no surprise that the theme is current, and perpasses all classes in Brazilian society. Just by looking around, anyone can see that women in Brazil are responsible for most of the care– whether it is for their children, family, or elderly parents.

Among the causes, we can mention the naturalization of the act of caring as a female responsibility; slavery–it is undeniable that black women still do most of the care work; and macho culture itself of course.

We know that there is still a long way to go, but it is great to know our students were asked to think about important challenges in our society, and had to come up with solutions. The theme quickly became a meme source as well, like most things in Brazil. Well done, Enem!

On the past Monday, May 8th, Rita Lee, one of the most revolutionary Brazilian women alive, left us, at the age of 75, after fighting cancer for several years. It was a sad day, it is A VERY SAD WEEK, for all of us. Since a very young age, Rita has been present in our lives, and it's really hard to say goodbye. 😭😭😭

Rita was legendary. Revolutionary. Esoteric. Mystic. Legendary. Feminist. Unpretentious. Authentic. Pop. Genius. It is even hard to put on words. The group she founded, Os Mutantes, had a cult following, with international fans like Kurt Cobain and the King himself. She was our Ziggy Stardust. Kind of.

Her solo career was no different. Our ‘Queen of Rock’ had an amazing life, released books for children, wrote autobiographies, composed hits, and, in an older age, became a sensation on Twitter. Before Gen Z was a thing, she already knew that being authentic was key.

There was nothing she was not capable of doing. Her songs and her spirit will live forever.

#ritalee #ritaleejones #brazil #brazilianculture #brazilianmusic #mpb

Brazilian humor is funny, silly, and self-deprecating, meaning, it is perfect for memes! A few months ago, Brazilian users started tweeting about unexpected dating ideas–from naps after lunch to visits to the notary, with the hashtag #ideiadedate (date idea) 😜

We are the 4th online community in the world, and our memes usually start on Twitter, before migrating to Facebook, Instagram and WhatsApp. For those who are not part of our culture, it may be quite hard to understand our memes. It is common for foreigners to wonder why we laugh about tragedies, but we face so many challenges in our daily lives that the only way for us to cope is to laugh about it.

🗣️The whole idea of going on a date was not really a thing in Brazil before dating apps took over. We used to meet people at a night out, through friends, but a ‘date’ was something we used to see in American movies. Today, everything changed. Even the word ‘date’, in English, became part of our vocabulary.

#date #encontro #ideiadedate #meme #brmeme #brazilianculture #culturalinsight

According to Casa do Brasil, there are about 400k Brazilians in Portugal. This number includes people with Portuguese nationality, which are not accounted for by the Portuguese government. The Brazilian community is the largest in the European country, and our impact is starting to be felt–from eating habits to general behavior. The relationship between Portuguese people and Brazilian immigrants is not always friendly, but there is no denial, Brazilians are changing the scene for good.

Today, it is easy to find pão de queijo, tapioca, açaí, picanha and many other Brazilian delicacies in Portuguese supermarkets. Portuguese restaurants have picanha (a Brazilian beef cut) in their menus. In Lisbon, Porto and other cities, Brazilians are producing, singing, DJ-ing, and changing the nightlife. While walking around the main cities, it is very common to stumble upon a roda de samba 🥁🥁🥁

The Portuguese always loved and consumed a lot of Brazilian music, but, if in the past this would happen exclusively with big names like Caetano Veloso, Adriana Calcanhoto, Gilberto Gil etc., today this also embraces other genres, like Brazilian funk and sertanejo (Brazilian country music).

Brazilian immigration in Portugal is not new, but we can definitely observe a big boom in the past 5 years. In the 90s, many Brazilian dentists moved to Portugal; then we saw a boom of construction workers and beauty professionals, followed by university students, and now we have people working in all fields. Everywhere you go, there is a Brazilian person.

The thing is, the Portuguese have an aging population, and need immigrants to survive. For Brazilians, Portugal works as an entry door to Europe, with the same language and similar habits. Many end up staying, others go back to Brazil, and some go to other countries. While immigrating, Brazilians seek peace, and a more relaxed lifestyle. The Portuguese media already calls the Brazilian immigration as “Luso Dream”, referencing the “American dream”. But one thing is certain, we all get nostalgic sometimes…

Did you know there were so many Brazilians in Portugal? Let us know.

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#braziliansabroad #brazilianimmigration #portugal #brazil #acculturation #culturalinsight #lusodream

Every year, during the Easter period, the same rivalry takes place on the Brazilian Internet. Some people rave about chocolate Easter eggs while others prefer chocolate bars, claiming you can get much more chocolate for a lower price. This dynamic is already a famous meme. And you? Are you #teamegg or #teambar? We are not picky… 😏

After being disrupted for 2 years due to the COVID-19 pandemic, this market is starting to grow again. According to a research conducted by Kantar, Brazilians are choosing to buy homemade Easter eggs instead of famous brands, in an attempt to get more bang for their buck. The average price per kilo of a homemade Easter egg is R$ 132, and the branded eggs, made by large brands, is R$ 183.

🗣️This year, the retail market will be observing another big change, with the giant Lojas Americanas out of the market.

🍍Follow us to know more about the consumer behavior of Brazilians 🍍

#easter #easteregg #chocolatebar #brazilianculture #culturalinsight #consumerbehavior #meme #pascoa #ovodapascoa #brmeme

Recently, the Portuguese online community took the Internet to complain about the Brazilian Portuguese subtitles on HBO’s series ‘The Last of Us’. The streaming service provided subtitles only in Brazilian Portuguese, frustrating European Portuguese speakers.

We get it. It is hard to understand why a giant like HBO did not provide localized subtitles, but, for many Brazilians, this was another opportunity to feed the rivalry between the colonizers and the colonized, in this case, Portugal and Brazil. Boy, we love controversy! 😜

Today, Brazil has about 200 million people, while Portugal has about 10 million. Most content– whether is entertainment, literature, essays, material available online–ends up being translated only into Brazilian Portuguese.

That said, if Portugal is a relevant market for your brand, we definitely recommend localizing your content for European speakers, to avoid any kind of online backlash. At Peel The Pineapple, we also work with European Portuguese writers and offer services like adapting European Portuguese to Brazilian Portuguese, or vice-versa.

🍍Do you like our content? Follow us to know more about Brazilian culture. 🍍

#brazilianportuguese #europeanportuguese #subtitling #thelastofus #hbo #streaming

If, in the past, slang and neologisms originated mainly in soap operas and mainstream media in Brazil, the process today is extremely segmented. The contemporary digispeak can come from video games, TikTok, or even from the LGBTQIA+ culture. This is why talking to a Gen Z member nowadays can get confusing. But don’t sweat, we’re here to help!

Today, we would like to present to you a new slang that took over the Brazilian internet last year, ‘Hablo mesmo’. Instead of borrowing words from English, like we usually do, this time we found inspiration in the Spanish language. ‘Hablar’ means ‘to speak’ but, in Brazilian slang, it means being sincere, honest, outspoken, not holding back.

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#hablomesmo #spanish #brazilianportuguese #meme #slang #internetslang #digispeak #genz #languages

For those who are not familiar with the Translation industry, the term Localization might not mean much, but, for creative copy that requires cultural knowledge, localization is essential because it adapts cultural references, expressions, idioms… They all differ depending on the country, and we cannot translate them literally. Think about this, Americans have the habit of buying coffee to go, but in Brazil we mainly drink coffee at home or at work. And this is just the start.

It is also important to take in consideration other aspects like class and race, if you want your copy to resonate well in the target market. Recently, we have been working on a job that, in a few instances, sounded ‘too white’? Even if the social angle has not been taken into consideration during the creation of the source copy, the transcreator must have this in mind while adapting the text, especially in a continental country like Brazil, full of intricacies and social issues.

More than a linguist, a transcreator should be a cultural expert, someone able to recognize when something sounds off.

#localization #localisation #transcreation #translation #brazil #brazilianculture #culturalinsight

Today is International Women’s Day, and we would like to reiterate, being a woman in Brazil is tough. Inequality between genders is still rampant, whether we are talking about wages, maternity or domestic work, not to mention rape and feminicide. According to IBGE, 2 women are raped in Brazil every minute.

A few days ago, we published a video about hate towards women from ‘redpill groups’, who claim women are privileged. Not sure what they are taking, you??? This is why today we decided to present facts to you.

Despite this bleak scenario, Brazilian women keep smiling. We innovate. We find strength in each other. We don’t give up. And we still manage to find joy.

We, at Peel The Pineapple, believe we should celebrate ourselves. We are here to stay, and we are not going anywhere ✊

Data source: Dieese, Datafolha and IBGE

#8m #8demarço #diainternacionaldamulher #internationalwomensday #culturalinsight #brazil #redpill

This week, on the Brazilian Internet, the ‘masculinity coach’ Thiago Schutz made a death threat to the actress and comedian Lívia La Gatto, after she published a parody of him on Instagram, and the police are now on the case. Schutz is an adept of Redpill groups, which, along with Incels and MGTOW, see women as inferior and spread hate towards the gender.

This kind of misogyny used to belong to the deep web, but recently, it took over mainstream platforms disguised as self-help. ‘Redpillers’ claim that men should pursue control over women, and have a hostile, suspicious and obsessive attitude towards the opposite gender. What better way to justify their own failure than blaming others, right?

As Margaret Atwood once said, ‘Men are afraid that women will laugh at them. Women are afraid that men will kill them’. The year is 2023, and the quote still rings true.

🗣️ Schutz, in one of his original videos, said he was a Campari drinker. He is now being referred to on the internet as the ‘bald guy of Campari’. The Italian brand published a statement the past week declaring that the brand has no connections whatsoever with the coach, and that it is against any type of prejudice or violence.

#misoginy #calvodocampari #campari #incel #mgtow #redpill #machoculture #brazilianculture #culturalinsight

Hello, beautiful people!

In March, we are launching our first newsletter, and we would like to invite you to be a subscriber 😀

We love making videos for you, and we will keep making them, but, in our newsletter, we intend to explain a few things a bit more. In this first issue, named ‘Carnival is over’, we talk about the fact that, for Brazilians, the year only really starts in March. We are also highlighting a few trending topics that took over the internet during the festivities.

To sign up, just access our website, and insert your email in the pop-up. There is also a link to the Newsletter form in the homepage. New clients that sign up to our newsletter will get a 10% discount on their next project with us!

#newsletter #brazilianculture #culturalinsight #translation #transcreation #brazilianportuguese

The profane party, as we call it, embodies the whole idea of freedom. During Carnival, people are allowed to let loose, dance, and celebrate life, without the usual judgment. Of course, there is also a lot of flirting and kissing and… whatever else is up your aisle 💋🎊

Actually, more than 20% of Brazilians have already ended a relationship before carnival to enjoy the party. Nowadays, it’s also becoming more common for some couples to open the relationship during carnival to spice things up.

Tinder is leveraging the holiday with a campaign that encourages users to reach out to their matches during the party, so they will never miss a connection. There is probably no better time to start swiping and get your matches on the go, right?

Carnival is meant to be free, but be aware, Ash Wednesday always comes, bringing us back to reality.

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#carnival #relationships #carnaval #brazil

For a foreigner, Brazilian Carnival may sound idyllic and very fun, and it is indeed, but we all have our own particular way of celebrating. Some people go to all street parades, others use the time off to Netflix and binge, some people like to watch the parades on TV, others like to travel to a small beach town… The list goes on. One thing is certain, the 🎊reveler🎊 stereotype does not fit all of us, and that is good news!

And you? Do you take part in Carnival celebrations or not? Let us know!

🗣️There is a lot to say about Carnival on the social spectrum, and we will get to that later this month. For now, we would just like to highlight how Carnival is extremely important for our economy. Just in Rio de Janeiro, Carnival moves more than 4 billion Brazilian Reals yearly. From hotels to event workers, street vendors, airline employees, you name it, Carnival is HUGE! Other cities, like Salvador and Recife also attract thousands of revelers, every year. The economy of small beach towns all over the country also depend on Carnival to keep going through the rest of the year.

🍍Follow us to know more about Brazilian culture 🍍

#carnival #parade #carnaval #brazil #culturalinsight #brazilianculture

January. The never-ending month with never-ending bills 🤮

This is how Brazilians all over the country experience the month as, after the little splurge on Christmas and NYE, the bill never fails to come. On top of that, the month goes up to the 31st.

This month, social media in Brazil got flooded with memes about that. Self-pity jokes were in. No more takeouts, no more fun… We are done really!

February, please come in and make yourself at home 🤗🤗🤗

#januaryblues #january #memes #brmemes #brazil #culturalinsight #consumerbehavior #onlinebehavior

We are always harping on the same string, but cultural insight is a pretty much untapped marketing resource that can definitely help brands everywhere. This is why we developed a new product, our Pop Report, an entertaining and effective way of knowing everything you need to know about your target market.

Talking about Brazil specifically, we are the 4th online community in the world, so what people say online will definitely impact your business, for better or worse. That said, your Pop Report may include:

❇️Info about the main influencers on your sector

❇️Info about viral memes

❇️Insights about consumer behavior/habits

❇️Insights about what people say when they go online

❇️And much more!

Each Pop Report is tailored to each client’s needs because every industry is unique. From our experience, the Pop Report can be very useful to:

❇️Develop a social media strategy

❇️Design and write content for website/apps

❇️Develop your marketing strategy

❇️Create advertising campaigns

❇️Prepare for a pitch

Ah, we also make sure you don’t get canceled 😊

Do you want to know more? Reach out!

🍍We can peel this pineapple for you! 🍍

#popreport #cancelculture #brands #culturalinsight #brazil #brculture #onlinebehavior

Love it or hate it, the reality show Big Brother is a big player, if not the main player, in the Brazilian entertainment industry. In 2023, the TV channel Globo will have more sponsors than ever before, and the TV spot during Big Brother will be the most expensive in history!

Even if you don’t like reality shows, it is practically impossible to escape Big Brother. It’s omnipresent. It is everywhere, especially if you spend time online and are an engaged member of the Brazilian online community. Some people even joke saying they just watch BBB through Instagram or TikTok 😆Totally doable, tbh.

The reality show is an infinite source of memes, reels, and content in general. Brazilian influencers get together and organize lives to comment on the show, people online share videos and spark conversations about controversial topics on Twitter, intellectuals brag about the symbology and anthropological value of the reality…

The truth is, we can run, but we can’t hide. BBB is here.

🍍Follow us to know more about Brazilian culture 🍍

#bigbrotherbrasil #bbb #realityshow #onlinecommunity #socialmedia #internetbehavior #culturalinsight #brazilianculture

Brazilians have known Shakira since she was a young long-haired girl playing the guitar and singing in Spanish. She was kind of our Alanis Morissette, but Latina. A lot has changed since then. Before reaching worldwide stardom and becoming a pop diva, the singer started to record her songs in English. But one thing never changed, she has always put her heart and soul into whatever she did.

A few days ago, she ‘broke the internet’ with a revenge song about the betrayal of her ex-husband, the Spanish soccer player Pique. In an interview, she confided that she noticed someone else ate her jam, a jam she knew her husband was not keen on. The whole jam-story quickly became a meme in Brazil. We might forgive a cheating husband, but leave our jam alone, right? 🫠

The thing is, Brazil is the most unfaithful country in Latin America, according to a research conducted in 2022 by the website Gleeden. Eight in ten Brazilians have already cheated on a partner, at least once. And we were cheated on too. So we understand Shakira, and we are definitely going to sing her song out loud, especially at a night out with our friends. It can be cathartic. We feel you, Shakira!

Shakira’s revenge song was an instant hit, becoming #1 in Spotify in a matter of hours. It is worth mentioning the song was recorded in Spanish, not in English. It is another evidence of the Hispanic and Latin American culture influence and reach in pop music. The game has changed!

#shakira #pique #betrayal #brazilianculture #memebr #culturalinsight

Yay, 2023 arrived, and we are here today to talk about the behavior and intricacies of Brazilian society. If you are not familiar with Latin culture, you might find our habits, beliefs, and social norms a bit different from what we’re used to. That’s the beauty of culture 🦋 But, when launching a new product or service, it's often recommended to get to know more about your target market. We’re here to help!

This is why we offer a wide range of Cultural Consultation services–from product name checks and cultural checks to our Pop Report. Our Pop Report is a fun way of presenting consumer habits to clients, and it comes in slides and in video!

Get in touch with us to know more. We can 🍍peel this pineapple🍍for you.

#culturalconsultation #culturalcheck #research #popreport #marketresearch #brazil #brazilianculture #consumerbehavior

Brazilian New Year rituals are a perfect example of religious syncretism. We pray for the lord, but we also gift Iemanjá, the Sea Goddess of Candomblé and Umbanda, with flowers, mirrors, candles, and jewelry. Brazilians also have a passion for Astrology and its predictions for the future. At the end of the day, the New Year is the perfect time to make our wishes and renew our hope.

2022 was no joke. We are tired, and hoping for calmer times ahead. We are definitely in need. And this is what we wish for you. May we have time for coffee, for friends, and for love.

Happy New Year to you all!

#newyear #culturalinsight #brazilianculture #religion #syncretism #iemanja #astrology

Brazil said goodbye to the ‘Hexa Dream’ early on during this World Cup, but we couldn’t see what was coming. The Argentinian team, our arch-rival, got to the final against France, another tormentor of Brazilian soccer teams throughout the years. As soccer fans, we always cheer for a team, but now this choice didn’t seem so straightforward.

Most Brazilians still refused to cheer for Argentina, claiming that the ‘hermanos’ would never be so nice to us. Others decided to support Argentina, for many reasons:

✔️Admiration for Leonel Messi

✔️Admiration for Argentinian crowd in the stadiums

✔️Cultural identification for being South American

✔️A more balanced distribution of World Cup titles among European and South American countries

And you? Did you support Argentina? Tell us!

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#worldcup #copa #argentina #brazil #messi #culturalinsight #brculture #football #soccer

The Brazilian sports journalist and streamer Casimiro Miguel, owner of the Youtube channel Cazé TV, just broke his own record on YouTube this past Monday. More than 5 million people watched his stream of Brazil’s match against South Korea in the World Cup.

Cazé TV is the first channel to get the rights to stream World Cup matches live. Casimiro and his team of commentators, presenters, journalists and comedians managed to do this by making a partnership with the company LiveMode. Casimiro is also a success on Twitch, where he has 3.4 million followers.

That said, for the first time in a World Cup, many Brazilians are switching off the TV and opening YouTube to watch the match, whether they’re on the go or at home. Who would have thought? 🤔

🍍Follow us to know more about Brazilian culture. If you want to dive deep and know more about the Brazilian market, don’t hesitate to get in touch. We can peel the pineapple for you. 🍍

#casimiro #cazetv #casetv #sports #worldcup #brazil #copa #streamer #Youtube #culturalinsight

‘React, girl. Put a crop top on!’ (Reage, mulher, bota um cropped!) is the new catchphrase of Brazilian internet. The trend started with a tweet which somehow escalated and became a viral meme. But what is this about?

A few decades ago, the crop top was something that only fit and slim people would use, but this notion has been changing in the past years, thanks to the body positive movement. Crop tops are for all bodies, yes! 👍

But we dare to say the meme is a cry for freedom. The crop top is a piece of clothing that is sexy, but it also reinforces strength, courage, resilience and self-esteem. Also, leaving your tummy out also means that someone can feel more connected to the environment.

Still feeling blue? React, girl, put a crop top on! 😜

#croptop #cropped #botaumcropped #fashion #meme #memebr #memesbrasil #brazilianmemes #brmemes #internetculture #onlinebehavior #catchphrase #viral #culturalinsight #brazil #brculture

A few days ago, the Brazilian actor Caio Castro set the internet on fire after making a controversial statement in a podcast. He compared paying the full bill on a date to financial support. In his words, he said it’s bothersome to have this implicit obligation to ‘provide’, and to pay the bill fully on a date. The statement generated online discussions among different groups of people—some supporting him, and others criticizing his statement.

🤔But we wonder, is this still true? Does this ‘obligation’ still apply? Are Brazilian men supporting women financially? 🤔

Let’s look at the facts! ➡️

🗣️According to IBGE, the number of women financially responsible for households has been increasing steadily. In 2020, this number was close to half of the country’s households.

🗣️Women in Brazil today are also responsible for domestic tasks in most cases, which means they end up having two full time jobs. According to research conducted by the nonprofit organization Think Olga, Brazilian women spend 21 hours per week, on average, doing domestic chores, the equivalent to 7 years of their entire lives.

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#relationships #culturalinsight #caiocastro #brazil #meme #memebr

A lot has been said about how Gen Z members are moving towards sustainable fashion, but the reality is that it is not always that simple. During the first 2 years of the pandemic, the Asian retailers Shein and Shopee, known for their ultra fast fashion, became very popular among Brazilians, especially among the youngsters. Their appeal comes from the wide variety of items and super low prices. From the 10 largest players in the Brazilian market today, 3 are Asian–Shopee, Shein, and Aliexpress.

Shein’s strategy to reach Gen Z members was to contact small TikTok influencers, which started showing their outfits purchased on the Chinese retailer. 🛍️🛍️🛍️

But what about sustainability? 💚

Sustainable fashion is definitely a topic discussed by some groups in Brazil, but, for the majority of the population, prices are still the main concern, especially in the period of uncertainty and impoverishment we are living in.

Curiosity: 🗣️Shopee and Shein were the shopping apps with more downloads in Brazil in 2021.

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#onlinebehavior #consumers #onlineshopping #shein #genz #shopee #brazil #brculture #culturalinsight #popreport

The Netflix series Stranger Things is the largest streaming phenomenon of the platform. The new season brought Kate Bush to stardom among generation Z, and the older millennial fans can’t resist a nostalgic binge-watching session.

What about Brazilians? We love Stranger Things too! And, as you probably already know if you follow us, we can’t resist a meme!

👋 Meet the memes on the video

➡️Dustin’s doppelgänger, @mateussantista, is now a famous tiktoker, and is earning some cash playing the part in some events.

➡️Because Hawkings’ roads need some proper paving…

➡️‘Master of the Puppets’ just wouldn’t do.. 😂 So we created a very ‘out of the box’ crossover.

➡️Please meet @maxpetterson, a Brazilian actor, YouTuber and influencer with about 932,000 followers on Instagram.

Curiosity: In the 80s, Brazilian kids were very influenced by North American sitcoms, movies, and shows. Brazil was under a dictatorship back then, which was supported by the US government, like in many other South American countries. In a way, we are more ‘American’, regarding consumer habits, than you might think 🤔

#strangerthings #strangerthingsbr #culturalinsight #brazil #brazilians #popreport #memebr #memes #genz #millennials #nostalgia

When Noel Gallagher wrote the nonsensical verses of Champagne Supernova, asking ‘Why, why, why, why…’, he didn’t think about the Portuguese language for sure, but you might find yourself ‘caught beneath the landslide’ by knowing that Portuguese has 4 different spellings for the word ‘why’–por que, porque, por quê, and porquê.

The pronunciation of the different versions of ‘Why’ in Brazil is the same, in Portugal, it is slightly different, but, oh well… On a daily basis, most people abbreviate the word by using ‘pq’, avoiding choosing an option altogether. Why bother, right? 🤷

But, in advertising and marketing campaigns, as well as printed materials, it is essential to know the difference, even if it is purely about grammar.

Brazil, Portugal and other Portuguese speaking countries signed a spelling agreement a few years back, but this issue was not contemplated, and the spelling rules of ‘porque’ remained different.

Did you know that?

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#portuguese #brazilianportuguese #europeanportuguese #translation #transcreation #spelling #language #insight #popreport #acordoortografico #oasis

At first glance, Spanish and Portuguese may look very similar, and they are indeed! But, apart from the phonetic differences, Spanish may seem more emotional to Portuguese speakers. But why is that?

Let’s do a little exercise. How would we say ‘I love it’ in Portuguese and Spanish?

Portuguese speakers may say ‘Eu adoro/amo’, while Spanish speakers may say ‘Me encanta’. The verb ‘encantar’ also exists in Portuguese, but it is not used so often. It comes from ‘to enchant’. Very poetic, right? We find it truly enchanting. 🪄🧙‍♀️In Portuguese, we tend to be a bit more straightforward.

Curiosity: Spanish has 5 vowel sounds, while Portuguese is leading with 9. The vowels with a nasal sound aren't found in Spanish. Portuguese has a more complex phonology than Spanish with many extra sounds. And this is the one reason that Portuguese speakers have an easier time understanding spoken Spanish than vice versa.

#spanish #portuguese #languages #brazilianportuguese #europeanportuguese #translation #transcreation #culturalinsight

Inflation is not something new for Brazilians. In the 80s, we had to cope with sky-high prices and frequent changes of currency. We are resilient, but 2022 is bringing up some bad memories… The ‘cesta básica’, a Brazilian index that puts together basic food items that a standard family needs for a month, had an increase of 20% in the past 12 months. The price of tomatoes increased 94.6%, and coffee went up 64.7%, for example. People are struggling to make ends meet.

Driven by the pandemic, climate change, war in Ukraine and rising fuel prices, the entire world is experiencing inflation, and we wonder, what’s next? What brands are doing to keep up? 🤔

The food industry is already on it, and smaller packaging seems to be one of the strategies to keep selling products. Reducing product sizes to keep prices lower was already common practice in some parts of Brazil, like the North and the Northeast, and now it is spreading across other regions. Another strategy is to lower the bar on the quality of ingredients. Ultra processed and artificial flavoring are having a comeback. 😭😭😭

On the bright side, the Brazilian currency is becoming more competitive once more. We can only hope it lasts.

What is your business doing to get by during these uncertain times? We would love to know.

#inflation #inflação #foodindustry #strategy #brazil #consumerbehavior #culturalinsight

In our previous post, we told you that Brazil is the 2nd country with more users on Instagram in the entire world. Being social is a Brazilian thing for sure, be we also use the web to advertise and promote our businesses. In this race for potential leads, many Brazilians today feel that they need to take part in a silly TikTok dance to be seen, whether they’re nutritionists, bloggers, lawyers or bakers.

Features like Instagram Reels and Facebook Reels, not to mention YouTube shorts, are reaching more people than posts on the feed, and pressuring professionals and entrepreneurs to dance a little bit 💃.

Not all of us are happy though. Why? Well, because some of us are more like the Mayan, the Aztec and the Inca, apparently. 😂😂😂

Confused? Let us explain!

Memes grow organically, and we don’t know why Brazilians chose to tweet about these great Latin American civilizations to demonstrate their frustrations with TikTok dances and technology. We absolutely love the reference though ❤️

We could have mentioned the Greeks or the Romans, but we chose to refer to our fellow Latin Americans. At the end of the day, Spanish is not our mother tongue, but we are ‘Latinos’, and these great civilisations deserve all the praise they can get!

Do you like this content? Follow us to know more about Brazilian online culture.

#memesbr #memesbrasil #tiktok #dancinha #latinamerica #latam

Brazil is the second country with more users on Instagram in the world, coming just after the United States. We’ve always been social, and social media just brought this to the surface. Before Facebook, Brazilians were all over Orkut, in a time where smartphones were not even a thing!

Instagram’s popularity just keeps rising, despite all the complaints about the algorithm. But it is not all about following friends and influencers. 55% of Brazilian users use the platform to communicate with brands, and 82% follow businesses on Instagram. 59% already purchased a product or a service they saw on Instagram.

But don’t be fooled, we are not naive. 55% of Brazilians on Instagram agree that there is too much fake news on the platform, and 49% are aware of the fact that they spend too much time on Instagram.

Intrigued? 🤔

🍍Follow us to know more about Brazilian Internet culture, and contact us to see the services we provide. From cultural consultation to transcreation, we can help your brand stand out among Brazilians.

Source: Research conducted by @opinionbox.pesquisas

#instagram #instabr #socialmedia #brculture #brazilianculture #transcreation #culturalinsight

Dishwashers are not common appliances in Brazilian households, but recently they have been gaining ground. The appliance is the consumption dream of people looking for convenience. In 2020, with more people spending most of their time at home, Google registered a 95% increase in searches for dishwashers in Brazil, and a 40% increase in sales, even amongst the economic crises aggravated by the pandemic.

The appliance’s price (selling from 200 USD to 1350 USD in Brazil), and the electricity consumption are still the main obstacles for new buyers, but new models, which promise energy efficiency and less water consumption, are willing to change this game.

We love dishwashers, and you?

#dishwasher #appliances #household #consumerhabits #consumerbehavior #brazil #brazilians #googlesearch

In 1995, the internet became available in Brazil, and revolutionized the way we communicate with each other. The World Wide Web also brought loads of new terms to our daily lives—login, download, user, upload, and so on…

That said, how would people say these terms in Portuguese? Some of them have never been part of our language up to that moment in time, and the choices made back then by translators would define the way these words would be written and spoken for decades to come. Exciting mission, right?

Let’s take a look at the word ‘usuário’, our translation for ‘user’, for example. This word used to be attached to drug addicts, and it had a negative connotation in the 90s. Nowadays, it’s widely used when referring to internet users. It’s proof that translators can actively change language. Did you know that?

#brazilianportuguese #internet #translation #translators #transcreation #UI #90s

We were translating some concepts a while ago for a hair care brand when we came across a statement that rang true. It said that Brazilian women didn’t care much about hair care brands, especially when compared to Mexican women, for example. In Brazil, we care more about the journey.

Brazilian beauty culture is unique–from waxing to nails and hair care. From an early age, we learn how to treat our hair strands. It is not a coincidence that the ‘cronograma capilar’, a very specific DIY-style hair treatment schedule, is so popular within the country. We can’t be 100% certain, but we are almost sure that the ‘cronograma capilar’ is a Brazilian invention.

There are several sources of information about the program online, from blogs to beauty websites and YouTube channels. The program usually involves 3 stages– hydration, nutrition, and reconstruction–and demands treatments 3 times a week. There are also quizzes available online to figure out your exact hair needs.

Have you inspected your hair today? We did 😊

🍍Follow us to know more about Brazilian culture🍍

#haircare #brazil #beautyculture #brazilianbeautyculture #hairtreatment #cronogramacapilar #beauty #culturalinsight #transcreation

If you ever bumped into the Brazilian online community, you probably saw Kkkkk written somewhere. But you can chill out, it’s not what you are thinking… 🤔🤔🤔The digispeak is an onomatopoeia that resembles the sound of a good laugh in Brazilian Portuguese.

Ten years ago, the slang was mainly used by the boomer generation. Recently, Gen Z ressignified the term, making it cool again. For the youngsters, the laughing emoji was the epitome of millennial ‘basicness’.

🗣️Curiosity: Koreans also use Kkkk to laugh online, but their Kkkk refers to a more restrained laugh.

Do you like this content?

🍍Follow us to know more about Brazilian and Portuguese culture.🍍

#culturalinsight #brazil #onlinecommunity #onlinebehavior #digispeak #slang #brazilianportuguese #korean #laugh

It’s Valentine’s Day again in the United States and Europe. During this time of the year, we always receive requests from clients to translate marketing campaigns about the date. The thing is, we celebrate it in June in Brazil!

The idea of establishing the date in June 12th came from the adman João Doria, father of the current governor of São Paulo. June was chosen because it used to be a slow month for sales. Today, the ‘Dia dos Namorados’ is the third most important date of the year for commerce, coming just after Chritsmas and Mother’s Day.

That said, adapting marketing content about Valentine’s Day for the Brazilian market might be a waste of time, and money 🤑 But, as in everything, context is essential.

We advise our clients to ask themselves a few questions.

🤔Shall I release the same campaign in Brazil in June?

🤔Is my target audience based in Brazil, or do they live abroad? This is very relevant for brands like Facebook, Uber, Tinder and alike, which provide their content in all languages, even for users that don’t live in their home country.

Did you know about that?

🍍Follow us to know more about the Brazilian and Portuguese markets 🍍

#valentinesday #diadosnamorados #culturalinsight #insightcultural #doria #sales #marketingcampaigns #brazil #brazilianmarket

Youngsters are more and more interested in anything mystic. Period.

This is not only a Brazilian phenomenon, it is a worldwide phenomenon, although, in Brazil, we always had a thing for the Zodiac, fortune tellers, and for alternative therapies, like the Bach flower remedies.

A quick browse on the Internet can quickly confirm that Gen Z members are in love with the stars. ✨✨✨

In the past years, the number of Instagram pages about Astrology and personality types has risen exponentially, not to mention references to Zodiac signs and abbreviations of Myers–Briggs Type Indicator personality test on Tinder bios. But why is that? 🤔🤔🤔

Experts say that young people today do not identify themselves with established religions, so they are seeking comfort somewhere else.

The figure of the mystic youngster is everywhere online, and likes to spread their knowledge to other peers, whether through an online workshop or simply commenting. Not everyone likes it though. 😆😆😆

In Brazil, the Facebook Page ‘Eu não aguento mais o jovem místico’ (I can’t stand the mystic youngster anymore) has more than 250,000 followers, and is a space where Brazilians share memes to mock the figure of the ‘mystic youngster’.

And where are you on this? Let us know!

#jovemmistico #mysticyoungster #mysticism #astrology #alternativetherapies #facebook #instagram #onlinebehavior #genz #generationz #geracaoz #culturalinsight #tinder #myersbriggs #personalitytest #tinderbio #zodiac #astrologia #zodiacsign #signos

If you ended up following your page because of our cultural insight videos about Brazil, you might be wondering… But what does Peel The Pineapple do? One of our main expertises is Transcreation, an industry acronym for Creative Translation. But what does that mean?

Transcreation is a common practice to adapt advertising, marketing and branding materials. The idea is to preserve the original meaning while conveying the same emotion to appeal to a local audience.

Everything starts with a creative brief. From there, local copywriters adapt the client’s message, maintaining its intent, style, tone and context.

In order to make things even clearer for clients, transcreators may present rationales. They are great to explain our word choices, local expressions, idioms and puns. Our writers also provide insights about consumer behavior, market particularities, and social media trends.

Wanna know more? Get in touch!

#transcreation #marketing #creativetranslation #translation #culturalinsight #localmarkets #socialmedia #trends

Cultural insight is marketing’s untapped resource. While consumer insight focuses on what consumers are doing right now, cultural insight is much broader, because it helps us understand how these wants and needs may change over time.

In order to do this, we must know a few things.

🗣️ What influences their decision.

🗣️ How things are shifting within the culture.

Think about it. People’s perceptions go through constant change. And how can we help you?

🍍 At Peel The Pineapple, we have a whole team dedicated to Cultural Insight. In order to help our clients, we developed a completely new concept called Pop Report, because we believe research can be fun and interesting, and we love Pop Culture. Who doesn’t?

Wanna know more? Get in touch, don’t be a stranger. Reach out at hello@peelthepineapple.com

#culturalinsight #brculture #portugueseculture #brazil #portugal #marketing #research #popculture #culturapop #culturabr #insightcultural

Love it or hate it, literal translations do exist, and sometimes they become the norm. Shall we fight them or embrace them?

Well, it depends.

Some words from the tech industry were translated literally (or kept in English) right from the start, and became part of the vocabulary of Brazilian Portuguese speakers. Think about ‘post’, ‘download’ and ‘suporte’ (from tech support). These words are already part of our lives.

But, can we say an online platform is friendly (amigável) in Portuguese? Oh my, this hurts our ears!👂🏾The thing is, a platform is not human, so it can’t inherit human qualities. ‘Intuitive’, for example, sounds much better in Portuguese, and it also conveys the idea that the platform is easy to use.

So let’s not be lazy, ok? But let’s not be language purists either 😉 We know this is a thin line, but, at Peel The Pineapple, we believe translations should reflect everyday use whenever possible and suitable.

What do you think?

#translation #transcreation #brazilianportuguese #portuguese #brportuguese #onlineculture #onlinebehavior #userinterface #UI #UX #translator #translationtips #portugues #portuguesbrasileiro #portugueseuropeu #tradução #transcriação

We usually help clients with our cultural knowledge about Brazil, but Lovinyl Records approached us with a different request. The Brazilian vinyl store, specialized in Brazilian vinyl rarities, was getting ready for a pitch. The aim? Get funding to open a store branch in Europe.

Armed with this info and after a brief chat with our client, we got to our task--proof that the demand for Brazilian vinyl is a real thing!

In order to do this, we decided to create a Pop Report. But you might be wondering, what is that? 🤔

The Pop Report embodies our different approach to research. By referencing pop culture and going down the rabbit hole of the Internet, our work is subjective, creative, approachable and entertaining at the same time. But don't get us wrong, we still backup out research with links and detailed info!

The Pop Report is presented in two formats:

Slides

Here is where we present the essence of our research, telling the story you want to know and providing valuable insights, in a very entertaining way. The report we created for Lovinyl Records is available on our website (in English and in Portuguese).

Video

For this client, we explored YouTube as it is the most popular tool among the vinyl community. We watched an almost infinite amount of videos with YouTubers talking about Brazilian music and created the story above, giving our client a little taste of the most loved Brazilian artists among foreigner fans. Afterwards, we also provided subtitles in Portuguese, so our client could know exactly that they meant!

Do you have a pineapple that needs peeling?🍍

Talk to us and we can provide the insight you need to launch your new product, campaign or business enterprise.

@lovinylrecords

#vinyl #vinylcommunity #vinil #comunidadedovinil #vinylfans #popreport #relatoriopop #storytelling #research #culturalinsight #subtitling #translation #youtube #youtubers #socialmedia

Every Christmas, with or without COVID, Brazilian Internet gets flooded with memes about raisins. Some people love it, others hate it, but raisins are definitely a Xmas staple. Brazilians add it to everything during the holidays, from rice to farofa and potato salad. The discussion also impacts another Christmas favorite, the panettone, with some people preferring the chocolate version over the traditional, which also has raisins!

Are you a raisins lover or a hater? Do people in your country also add raisins to food during Christmas? Let us know!

#christmas #holidays #raisins #food #passas #uvapassa #meme #brmemes #memebr #brculture #brazil #culturalinsight

Pix, an instant transfer and payment tool developed by Brazilian Central Bank, had its first anniversary in November 2021. The tool reached the impressive mark of more than 2 billion transactions, with more than 348 million keys registered. More than 104 million Brazilians have already used the tool, which amounts to 62% of the adult population. It is probably the largest success in the past decade!

People love ‘pix’ because it is easy, practical, instant, and there are no fees involved. Transfers and payments are available 24/7, including national holidays. From cab drivers to yoga teachers and street vendors, everyone accepts ‘pix’. The Brazilian food delivery giant IFood also accepts payments through pix, and Amazon recently joined the game, along with other big players.

Pix made transfers and payments more democratic, but also opened doors to scams. The Brazilian Central bank imposed a limit of 1,000 BRL on transactions made during the night, to avoid what we call in Brazil ⚡lightning kidnapping⚡(kidnapping of a person for a short period of time, while the criminals try to obtain, from the victim or his relatives, what is usually a small sum of money).

But, as we all know, Brazilians are pretty inventive and young people started to use pix as a dating tool 😂😂😂 The term was one of the most used in Tinder bios in 2021, according to a research released by the dating app recently. People also started to send transfers with symbolic values through pix to start conversations with crushes and strangers, using the transaction description field to write their pickup lines! The hashtag #pixtinder became a thing on Twitter, and memes followed through.

Follow us to know more about Brazilian’s behavior.

#pix #payments #transfers #commerce #instantpayment #dating #brazilians #brculture #onlinebehavior #pixtinder #tinder #tinderbio #memes #memesbr #brmemes #twitter #trending #culturalinsight

We were off for a few weeks, but we’re back. Did you miss us?

2021 was a tough year for Brazilians in several aspects, with COVID, inflation and unemployment rates on the rise. After a rough start, Brazilian vaccination is going well (68.1% of the population is fully vaccinated at the moment).

As if the coronavirus was not enough, Brazil is now going through an outbreak of H3N2 influenza. The feeling right now is that everyone around us is sick. Health centres and emergencies are flooded with people with similar symptoms wanting to get tested.

The Brazilian health agency, Anvisa, did not approve lateral flow tests, fearing that people wouldn’t report infections, and it’s becoming harder to get a test done, especially when one can’t afford it.

On top of all that, it’s election year. Are we ready?

#covid #covid19 #coronavirus #influenza #h3n2 #covidtest #lateralflowtest #autoteste #election #eleicoes2022 #vaccination #vacinacao #brazil #brasil #culturalinsight

Jade Picón, one of the most famous Brazilian digital influencers, just joined Big Brother Brazil. The 20 year-old girl has 15.5 million followers on Instagram, has her own streetwear brand, and her fortune goes far beyond the Big Brother prize. Basically, Jade could earn the equivalent of the reality’s prize in only 6 paid partnerships on Instagram.

So why is she there?

Brazilian Big Brother has proven to be dangerous for celebrities and influencers, who previously damaged their careers by joining the show and getting cancelled, so why risk it?

Jade says she wants to get out of her own bubble. Social voyeurism? Maybe, but all we know is that she is delivering memes! 😻😻😻

#jadepicon #bbb #bbb22 #digitalinfluencer #brazil #memes #memesbr #bigbrother #bigbrotherbrasil #celebrities #influencers #socialvoyeurism #commonpeople #culturabr #brculture

Several marketing and advertising campaigns nowadays have customer data at the heart of their strategy. The quick development of data analytics in the past decade made marketing more targeted and efficient, so why are we so tired of being treated in a one-size-fits-all manner?

The truth is, Spotify can guess your mood at any given moment based on your app interactions, Instagram may show you ads based on your interests, and Facebook may suspend your account based on keywords, thanks to complex AI systems.

But, to really understand and make sense of a culture, especially when it’s not yours, you must see life through the eyes of a native. You need a cultural insider, someone capable to explain why and how something is a trend, and what you can expect from your audience, while advising you about the best way to reach your goals.

At Peel The Pineapple, we provide insights about Brazilian and Portuguese culture to our clients, helping them achieve better results.

Because we believe we are more than data. We are human beings.

Interested? Drop us a line at hello@peelthepineapple.com

#culturalinsight #culturalinsider #brazil #portugal #brazilianculture #portugueseculture #onlinebehavior #brazilianportuguese #portuguese

On November 5th, Brazilians said goodbye to the singer Marília Mendonça, who died in a tragic plane crash while on tour. The young musician, who was only 26 years old, left her mark in Brazilian country music, and will be deeply missed.

Marília was a feminist by instinct, and kickstarted a revolution in Brazilian country music. She sang about relationships, betrayal, prostitution, heartbreak, family, friendship, and abusive relationships, but always from a woman’s point of view.

The Brazilian country music scene, usually dominated by men, is probably one of the main cultural industry products within Brazil today. The songs, created for the masses, play constantly in bars, shops, and on the radio. Marília’s songs reached more people than any tweet or academic essay. By using colloquial language and talking about everyday struggles, Marília urged women to make a stand, love themselves and refuse subservience.

Rest in peace, Marília. Your legacy is immortal ❤️

#mariliamendonça #feminejo #sertanejo #braziliancountrymusic #countrymusic #industriacultural #culturalindustry #music #feminismo #feminism #feminist #feminista #brazil #brculture #culturabrasileira #culturalinsight #sofrencia

During 2020, with the kids at home watching more and more content online, Portuguese parents started noticing something different… Their sons and daughters were speaking Brazilian Portuguese! But how did that happen? 😱😱😱

Brazilian YouTubers, like Luccas Neto and his cousin Felipe Neto for example, together have more than 70 million subscribers, roughly 7x the Portuguese population. If in the past Portuguese people learned Brazilian expressions through soap operas--the first Brazilian soap to air in Portugal was ‘Gabriela’, in the 70s--nowadays the YouTubers are spreading the word.

Portuguese teachers are noticing the phenomenon, even at a very young age (4 to 7 year-olds). Portuguese parents fear that this might have an impact on their school performance, and are trying desperately to revert it. But is this really going to work?

All we know is that language is mutant and alive, and the Internet erased physical barriers and limits. Recently in Brazil, many people have been incorporating expressions from the Northeast and adding them to their vocabulary, also under the influence of popular YouTubers, and the same is happening across the Atlantic.

Who knows how Portuguese is going to be spoken in Portugal in 20 years? One thing is certain, it will be a bit more Brazilian 😃

🍍Follow us to know more! 🍍

#portuguese #europeanportuguese #brazilianportuguese #language #portugues #portugueseuropeu #portuguesbrasileiro #youtubers #culturalinsight #popculture #culturapop #brazil

In Portuguese, the diminutives make a very cute sound, but its meaning sometimes gets lost in translation. Words in its diminished form tend to carry less weight, and Brazilians use them to soften things up and get what they want. Sneaky, we know... No wonder some Portuguese people say we speak ‘Portuguese with sugar’.

In English, diminutives may be perceived as something childish, but in Brazilian Portuguese, everyone uses them daily, from doctors to judges and shop assistants, without even a hint of irony.

But, as with everything else, context is essential.

➡️ A ‘minutinho’ may last forever;

➡️A ‘professorzinho’ would be a teacher that doesn’t quite match our expectations;

➡️A stop for a ‘cervejinha’ will usually involve several bottles of beer 🍻🍻🍻

Follow us to know more about Brazilian culture.

#brazilianportuguese #portuguese #language #translation #transcreation #culturalinsight #brculture #culturabrasileira #portugues #portuguesbrasileiro