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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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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.

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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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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 😃

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