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iscoverBrazil Connecting Brazil to the world

Year 1 - Nยบ 1 2010 | Spring

MAGAZINE

Special Report RIO DE JANEIRO Unforgettable city

BRAZIL & CANADA DISCUSS TRADING OPPORTUNITIES AT FORMULA INDY

&

ART CULTURE HAVE A TASTE OF BRAZIL WITHOUT LEAVING CANADA

www.discoverbrazil.ca www.discoverbrazil.ca

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Rio de Janeiro - Brazil

Iguassu Falls - Brazil

Sao Paulo - Brazil

For more information, please call 1-888-2FLY-TAM (888-235-9826) www.tamairlines.com

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Discover Brazil Magazine


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From the

Publisher

Publisher & Executive Editor Leila Monteiro Lins

Translated by M. Teresa Nocera

Writer Alessandra Gayley Translation M.Teresa Nocera Rosemary Baptista

BRAZIL NOW

ith more than 25 years of experience in journalism and marketing and after living in Canada for 10 years, I realized that now is the right time to launch Discover Brazil Magazine. Brazil has been transformed over the past 15 years, since the implementation of an effective economic policy. Thus, this country has become the world’s fifth largest economy in less than a decade. Moreover, according to experts, the expected growth rate of the Gross Domestic Product (GDP) will be at least 5% in 2010. Brazil has scarcely been affected by the recent financial crisis. You will find more information on Brazil’s promising economy in the article, “The future is now” by journalist Reginald Heller. There is a need to disseminate information about Brazil to a wider and more global audience. Brazilian tourism, business opportunities and cultural activities will be widely reported on in our magazine. The goal of Discover Brazil is to present different aspects of this South American Giant to a multicultural Canadian society, in order to engender a curiosity about Brazil, and create an incentive to learn more. In this first edition of Discover Brazil, our special feature is Rio de Janeiro, a world renowned city, famous for its hospitality. At the top of one of Rio’s mountains, one of the Seven Wonders of the World stands a statue of Christ the Redeemer, embracing and blessing all the scenery and people with its open arms. Journalist Maria Helena Amaral explores the reasons why Rio de Janeiro is known an “an unforgettable city”, in her article. Journalist Tecris de Souza writes about the achievements of Brasilia, the capital city of Brazil which celebrates its 50th anniversary this year. The article with Miguel Jeronimo, director of the Brazilian Tourism Office (Embratur) for the United States and Canada is noteworthy. Entitled, “Looking Forward to Hosting More Canadians”, it aims at placing the number of Canadians visiting Brazil, on the list of the top ten countries. Please check the survey done by Embratur. In the Business Section, you will find an article on the investments of the Canadian hotel chain, The Four Seasons, in Brazil. The director of Development for Latin America, Alinio Azevedo, explains why Brazil is being considered a priority at this time. I hope that I have been able to motivate you to take a fascinating journey through the pages of Discover Brazil Magazine. We encourage you to share your feedback and story ideas with us so that we can improve and grow. Contact us at editor@discoverbrazil.ca. Enjoy your trip!

Leila Monteiro Lins Publisher & Editor-in-chief

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Art Director Fabiane Azevedo Photographers Anderson Duarte Saul Porto Teresa Oliveira Frequency Is published four times a year: Spring, Summer, Fall & Winter.

LML Events | Media Marketing

Publisher

Mailing address

LML Communications & Marketing Inc. P.O. Box 99052 Toronto, ON M6H 2A0 - Canada Phone/Fax: (647) 342-5629 magazine@discoverbrazil.ca www.discoverbrazil.ca ISSN nº1920-7859 Distribution Toronto, Mississauga, Montreal, Ottawa & Vancouver.

iscoverBrazil

Year 1 - Nº 1 2010 | Spring

MAGAZINE

Especial Report RIO DE JANEIRO Unforgettable city

BRAZIL & CANADA DISCUSS TRADING OPPORTUNITIES AT FORMULA INDY

&

ART CULTURE HAVE A TASTE OF BRAZIL WITHOUT LEAVING CANADA

Photo taken by Riotur Photographer Ricardo Zerrener Rio de Janeiro - Brazil

The information contained in this publication has been obtained from sources the proprietors believe to be correct. However, no legal liability can be accepted for any errors. No part of the publication may be reproduced without prior consent of the publisher. Discover Brazil Magazine

Photo by Saul Porto

W

Copy Editor Cecilia Chin Joan Sheppard


www.discoverbrazil.ca

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CONTRIBUTORS

INGRID COIFMAN, former editor of TV Cultura, via editorials on the economy and tourism in print or online. She has served as an advisor for Microsoft in the Northeast, in Toronto.

MARCUS VINICIUS QUINTELLA is a civil engineer, a professor at GetĂşlio Vargas Foundation. Specialist in corporate finance and public transport. Columnist for Jornal do Brasil.

MARIA HELENA AMARAL is a journalist specializing in corporate communications. For over 17 years she has acted with public relations firms and nongovernmental organizations.

M.TERESA NOCERA has been a journalist and translator for more than 25 years of it writing news and features for Brazilian, Canadian and Italian magazines.

REGINALDO HELLER, journalist, served as editor of economics and finance newspaper in Rio and SĂŁo Paulo. He is a columnist and commentator, former press secretary of the Central Bank of Brazil. Professor of History, PhD.

ROSEMARY BAPTISTA writes since 1992. She authored A Taste of Portugal Book, and contribute to numerous community newspapers

TECRIS DE SOUZA is a journalist for over 30 years. Her experience stems from the areas of economic and environmental journalism. Her specialization is in press media.

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Discover Brazil Magazine


www.discoverbrazil.ca

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Features

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TOURISM Brazil A country to be discovered

Embratur

16 Photos by Helo Pinheiro / Teresa Oliveira / Wikimedia/Brazilian Ball

Looking forward to hosting more Canadians

17 Brasilia The capital of Brazil celebrates its 50th anniversary

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8

SPECIAL REPORT Rio de Janeiro

Unforgettable city

Discover Brazil Magazine


Contents Regulars

21 Hel么 Pinheiro The Girl from Ipanema Myth

Your Letters 10 Taste of Brazil 28 2010 Brazilian Events 34 Sharpening your Portuguese Skills 34

ARTS & CULTURE

BUSINESS Formula I

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A new way of discussing trading opportunities

Four Seasons Hotel Investments in Brazil

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The Latin American Giant The future is now

NEWS in brief

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25

Doing Business with Brazil

26

Brazilian product geared to Canadian taste

Public transport system The revolution is coming www.discoverbrazil.ca

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30

Brazilian Ball A special tribute to the founder

Luanda Jones

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A unique blend of bossa nova, funk, jazz and samba

Brazilian cooking

A blend of epicurean delights

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YOUR LETTERS

Discover Brazil magazine emerged in order to fill in-a gap in the Canadian publishing market regarding helpful and concise information, which is relevant to Brazil for a select and unique audience like yourself. Written by experts and natives from Brazil, the magazine is designed and carefully crafted for the reader who enjoys travelling for pleasure and getting entangled in new journeys, experience different cultures, awaken the taste for exotic flavors and return to their homes not only with photographs, but the energy that can only stem and be enriched by the exchange of knowledge.

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We hope that the following pages will meet our goals. Your feedback is essential in order for us to improve our future editions in accordance to your needs. Please write to us and tell us what you think about the first edition, what you liked and disliked so that we can make these improvements whilst moving forward. We extend this invitation to our readers to submit their replies by e-mail magazine@ discoverbrazil.ca or visit our website www. discoverbrazil.ca to complete the on-line survey.

urvey

Have you ever visited Brazil? Yes For how long?

We would like to express our token of appreciation to all participants. All readers who provide a response will automatically be registered for a draw. The prize is a delicious gourmet dinner for two at one of Toronto’s famous Brazilian Restaurants: Rio 40

How did you learn about Brazil? Internet Tourism Magazines Travel Agency Friends Other No

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Our many thanks, Editor Discover Brazil

About this edition: What did you think of the layout of the magazine? Like Dislike What can be improved?

Would be interested in visiting the country? Yes No

Which topics did you find most interesting?

Which places? What topics would you like to see covered?

For business or leisure?

Places visited: How was the experience?

Graus (Degree), who is renowned for their delicious and typical Brazilian dishes. They are located in the heart of little Italy on St. Clair Avenue West in Toronto (www.rio40restaurant. com).

What kind of trip would you like (adventure, relaxation, family, beach, nature, etc.)?

What is missing? Would you recommend Discover Brazil magazine to your friends? Yes No Discover Brazil Magazine


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Aknowledgment

I

“Connecting Brazil to the World” t is 2010! Brazil seems to be in fashion (O Brasil está na moda!).

Recently the respected “The Economist” published cover that read “Brazil takes off” with Rio’s beautiful art deco statue of Christ the Redeemer departing like a rocket up to the sky! The country is now considered “Latin America’s big success story”. We, Brazilians, a generally optimistic people are not really accustomed to such an international acclaim. Contrary to previous experiences, the international economic crisis 0f 2008-2009 left the country relatively undisturbed. Businessmen and politicians, scholars and statesmen are now marveling that a country many a times dubbed South America’s sleeping giant may finally “spreading its wings and taking to the sky!” Not long ago, many knew Brazil as the “país do futuro” (country of the future), a future that never quite arrived. We now see a huge change. Brazil is full of optimism, its large multinationals are investing heavily abroad, the old demon of inflation has been tamed. Poverty is dwindling, social inequality reduced, a vibrant civil society embraces the Government in its vision of a sustainable economy that will keep our rich ecological inheritance. Brazil is even creating limits to “investment” from abroad to avoid overheating the economy. Meanwhile well being is increasing, the beaches continue to be full, samba schools are better than never before, the cultural scene is fertile. Science, technology and innovation indexes reach surpass those of long established industrial countries. To many people in English speaking North America, however, Brazil is unknown country. The magazine Discover Brazil is a worth initiative to uncover this giant nation and reveal its beauty, the richness of its traditions, such as a diverse musical production and sophisticated gastronomy. As Ambassador of Brazil to Canada I wish to welcome a media vehicle that intends woo and instruct visitors and transform them in lovingly admirers. Paulo Cordeiro de Andrade Pinto Ambassador of Brazil

Translated by M. Teresa Nocera

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Consulate General of Brazil in Toronto

wo great sports events project Brazil in the international spotlight. The award of the World Cup in 2014 and the choice of Rio de Janeiro as the site of the 2016 Olympics will give Brazil an opportunity to show why it is considered the tenth biggest world economy. We foresee sizable investments to prepare Brazil to host the 2016 Olympics in Rio de Janeiro. The proposed resources will be invested in different areas such as tourism, urban mobility and transportation. The country will ready itself to receive about 11.1 million tourists until 2020. The launching of Discover Brazil magazine in Canada meets with the Brazilian policy of promoting Brazil abroad. Parallel to the two sports mega-events, this magazine will also contribute to make Brazil more visible. I wish to congratulate Leila Monteiro Lins, the magazine’s publisher and editor for the initiative to create a vehicle of communication that will support the presentation of Brazil especially in the areas of tourism, business opportunities and culture. Much success in your enterprise. Américo Dyott Fontenelle CônsulGeral

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Discover Brazil Magazine


Aknowledgment

I

Translated by M. Teresa Nocera

Dear Readers, am honoured to introduce to you this beautiful magazine, Discover Brazil, the brainchild of journalist Leila Monteiro Lins. Aimed at promoting knowledge of Brazil, this magazine will take you, the reader, on a journey to the best of Brazil. I could say that the best of Brazil is its almost 9,000 kilometres of coastline and heavenly beaches; palm trees that sway in the wind; and in some parts of the country, perpetual summer. Or I could say that the best of Brazil is the exuberant flora and fauna of the majestic Amazon Forest; the biggest flooded wetland area in the world at Pantanal; or even Iguasu Falls. I could also say that the best of Brazil is its cultural diversity; people living harmoniously with different cultures, creeds and races. But in reality, the best thing about Brazil are the Brazilians; a mixture of races, fragrances, colours and flavours that together make up this spectacular country. They are a happy, kind and friendly people; and very hospitable. We like to say that our friendliness is bigger than the dimension of our territory. I hope you will begin to discover Brazil in the pages of this magazine, and accept my invitation to come and experience the emotional intensity of this fabulous country. For everyone who has come to Brazil and fallen in love with Brazil and its people, the country has become like a second home. We are waiting for you with open arms! Please discover the best of Brazil with us. Enjoy your reading and have a super trip! Miguel Jerônimo Director for East Coast Brazilian Tourism Office - USA & Canada

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TOURISM

B r a z i l A COUNTRY TO BE DISCOVERED Translated by Rosemary Baptista

POPULAR DESTINATIONS WHY TRAVEL TO BRAZIL? Because it is easy to get there. Brazil is served by most international airlines. Airfares always depend on the season. The high season is generally February (usually Carnival season), July and August, then again mid-December to 25 December; low season is any other time. Air Canada’s ticket price varies according to the season and can range from $ 700 up to $ 2,800 in coach/economy class. Because it is fun. The options for fun and entertainment in Brazil are diverse an exuberant.

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Fernando de Noronha, ecological sanctuary in the Brazilian Northeastern region. It offers paradisiacal beaches, with crystalline waters. It’s in the state of Pernambuco. Lençois Maranhenses, one of the most beautiful places along the Brazilian coastline is in the state of Maranhão. It is a sea of sand dunes that occupies 70 km of coastline and advances 50km inland. Pantanal, one of the best places in the world for flora and fauna observation and fishing. It is in the state of Mato Grosso. GEOGRAPHY Official language: Portuguese. Officially. Brazil was discovered by the Portuguese explorer Pedro Alves Cabral on April 22, 1500.

Official Name: Federative Republic of Brazil. By far the largest country in South America, Brazil covers nearly half the continent and is only slightly smaller than the US, with an area of just over 8.5 million kilometers. Currency: Real (R$). It has been in circulation since 1994 (CAD 1= R$ 1.7093). Economic and political system: Capitalist democracy. Brazil’s president is Luis Inacio Lula da Silva. Lula founded the Workers’ Party (PT); a leftwing party with progressive ideas, created in the midst of the country’s military government. Brazil is comprised of 26 states and the Federal District. It also has large groups of islands in the Atlantic Ocean, such as the Archipelago of Fernando de Noronha (belonging to the state of Pernambuco), the major

marine park in Brazil and one of the best places for diving in the world, and the Marine Biological Reserve of Atol Rocas (belonging to the state of Rio Grande do Norte), both located in the Northeast. Population: 192 million people, divided into five regions: Midwest, North, Northeast, South and Southeast, the latter two are the most densely populated areas of the country. Despite being the fifth most populous country in the world, Brazil has a low population density: 22.59 inhabitants per square kilometer (in Canada the rate is 3.40 / km 2). The main Brazilian cities are: Sao Paulo, Rio de Janeiro, Belo Horizonte, Fortaleza, Salvador, Curitiba, Manaus, Porto Alegre. Climate: As a result of its continental dimensions, Brazil Discover Brazil Magazine


offers a diversified climatic map. Due to its proximity to the equator, the North and Northeast are much hotter than the rest of the country, with temperatures averaging 25º C. Since the south region, is close to the South Pole, it has the lowest annual average temperature in the country, experiencing occasional snow falls in the states of Rio Grande do Sul and Santa Catarina.

CULTURAL ASPECTS Brazil has an exuberantly beautiful natural habitat and a variety of ecosystems that delight visitors. But Brazil’s best asset is its people. Happy and hospitable, the Brazilian people are an amalgam of people from all over the planet, who came to the New World in search of opportunity.

BRAZIL is the world’s: - leading exporter of iron, coffee, soy beans, orange juice, beef, chicken, sugar and ethanol; - leading producers of hydroelectric power; - 10th largest petroleum reserve; - seventh largest manufacturer of automobiles; - fourth largest manufacturer of aircraft; - tenth largest economy at market exchange rate.

According to the last population of both occasions. Brazil is the only country that has participated in all World Cups and has won five times.

Photos by Wikimedia

ECONOMY Brazil is considered to be the largest economy in Latin America. The country has entered a new growth cycle by expanding its mass consumer market, thanks to an increase in family income and growth in employment. Economic development has been followed by significant social gains, with a substantial reduction in poverty. The recent decline of extreme poverty was three times faster than the rate needed to reach the first United Nations (UN) Millennium Development Goal. In 2007, the UN included Brazil for the first time in the group of countries with a high degree of human development.

www.discoverbrazil.ca

Lençois Maranhenses: scape of dunes and transparent water lagoons.

census, 54% of Brazilians consider themselves white, 40% mulatto, 5% black and 1% Asian or Native American. The image of the mulatto, once a Brazilian stereotype, cannot be referred to as a

“typical Brazilian”, because the diversity of the geography of Brazil matches the diversity of its people. The two main celebrations in Brazil are of course the Carnaval and New Year’s Eve, and Rio de Janeiro is the best city to take advantage

Brazil will host the World Cup Games in 2014, for the second time. Under the watchful gaze of billions of spectators, Brazil will show not only the talent and professionalism of its official team on the field at the 2014 FIFA World Cup, but its capacity to mobilize and organize the country to put on the largest sport’s event on the planet. Two years hence the 2016 Olympic Games will be hosted by Rio de Janeiro. Representatives of Rio Organizing Committee for 2016 came to Canada to follow the Vancouver Olympic Winter Games.

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Looking forward to hosting more Canadians By Leila Monteiro Lins / Translated by M. Teresa Nocera

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Canadian tour operators and travel agencies. Along these lines, a Tourism Committee may even be created in Canada. Embratur is analyzing the viability of its creation until 2011. This proposal has as its goal to recruit a group of volunteers who will help Embratur create a program of activities and carry it out. Jerônimo elaborates: “It is our wish that Canada become one of the top 10 countries to visit Brazil.” BRAZIL LAUNCHES A PLAN TO ATTRACT MORE TOURISTS Through Embratur, the Brazilian Tourism Board, the Ministry of Tourism presented the 2020 Aquarela (Watercolour ) Plan, at the end of 2009. Its purpose is to take advantage of the favourable conditions that Brazil achieved, as a new global tourist destination with the 2014 World Cup and 2016

Photo by Teresa Oliveira

mbratur, the Brazilian State-owned organization which promotes tourism in Brazil, wishes to increase the number of Canadian tourists who visit this country. Only 70 thousand Canadians visited the main Brazilian tourist sites in 2009. Difference of climate, social conditions and similarities of cultural and population diversity are factors to stimulate tourism interchange. Miguel Jerônimo, director of the Brazilian Tourism Office for the United States and Canada, announces that he will host a “Brazilian Road Show” workshop in May. This workshop will take place in Toronto, Montreal and Vancouver. According to Jerônimo, “the goal is to increase the number of Canadian tourists who will discover Brazil.” Embratur started a series of workshops last year and will continue to do the same to promote the various Brazilian tourist destinations for

Embratur’s representatives, Miguel Jerônimo and Diego Gastman at the 2009 workshop in Toronto.

CANADIAN TOURIST PROFILE Reason for travel: 30.2% Leisure 28.6% Business 41.2 % Others

By segments: 41.9% Sunshine and beaches 27.6% Ecotourism 18.7% Culture 7.9% Sports 3.9 % Others

Most popular spots: Rio de Janeiro, São Paulo, Iguassu Falls, Parati, Florianópolis, Manaus, Fortaleza, Salvador and Recife. Socioeconomic profile: Male (68%) and Female (31%) Age: 18-24 (11%), 25-31 (19%), 32-40 (20%), 41-50 (22%) 51-59 (15%), 60-69 (11%)

Tourist groups: Single (50%), Childless couple (19%), Family (10%), Others (21%) Source: Embratur, Brazilian Tourist Board, 2009.

Olympic Games. Embratur has analyzed data from growth of the number of tourists from countries that hosted the two big events as well as the difference between these places and Brazil, such as being neighbouring countries, air and land accessibility and travel time of flight to Brazil.

This past February, Embratur promoted Brazil destination at The Outdoor Adventure Show in Toronto.

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“We did enormous diagnostic work based on several research studies, to investigate

PLAN’S KEY TARGET - A 113 percent increase in international tourism from 2010 to 2020, bringing 11.1 million foreign visitors to Brazil; - A 304 percent increase of foreign spending within Brazil from 2010 to 2020, reaching a total $17.6 billion; -An increase totalling 500,000 tourists in Brazil in 2014 and 15 percent increase in 2016, the year of the Olympic Games in Rio, in relation to the previous year.

the image that foreigners have of Brazil and their intention to return to see the World Cup and Olympic Games. We also listened to national tourism leaders and took into consideration international market surveys”, emphasized Jeanine Pires, president of Embratur. “This wide survey gave grounds for the creation of the 2010 Aquarela Plan. As a result this is a high level technical study that will lead any international advertizing

of Brazil in the next decade.”

LEILA MONTEIRO LINS has more than 25 years of experience in journalism, including media relations, copy writing, editing internal & external newspapers and magazines, and the development of communication strategies. She has been correspondent of CBC-Radio Canada International for five years and is the publisher & executive editor of Discover Brazil magazine. Discover Brazil Magazine


Brasil Brasilia The capital of Brazil celebrates its

50

TH

anniversary

By Tecris de Souza / Translated by M.Teresa Nocera

T

Images by Wikipedia & Augusto Real

h e capital of Brazil will celebrate its half-century on April 21, with the air of splendid and mature city. Brasilia is a national example of civility. The Federal District Brasilia - the central region of the country has put a stop to corruption in local government. The Brasiliensis (natives and residents of Brasilia) are proud of these political ethics, and have much more to commemorate than the typical challenges of a modern and fast growing metropolis. Brasilia is one of the best cities to live in Brazil, and was granted the honourable title of Cultural Heritage of Humanity by UNESCO United Nations Educational, Scientific and Cultural Organization. It was declared a world heritage site because of the architectural beauty found stamped on the world largest collection of monuments exposed to the open sky, and because its unique urban layout. Brasilia attracts thousands of visitors to mystic and spiritual events. There are multi-faith religious groups. Cultural activities remain lively and effervescent. Brasilia hosts the annual Festival of Brazilian Cinema and Gastronomic events. In addition, there’s its musical diversity, especially in the area of dance, country

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music, funk and choro(*) ,which is a typical Brazilian rhythm. Brasilia’s Clube do Choro is Intangible Heritage. This year Brasília was coined the Capital of Choro - 50 years! (*) Choro - It is a sophisticated classical Brazilian instrumental music.

Humanized Artificial City According to plan, Brasilia was built in record time. After two years and ten months of hard labour, in 1960, the new capital was inaugurated by then president Juscelino Kubstichek, better known as JK. It was a strategic plan, moving the capital from the coast (Rio de Janeiro) to the Federal District in the central highlands.

is 73 years; and it is the second safest city in Brazil after Curitiba, Parana, which is the first.

Culture events are available in several informative websites and Convention & Visitors Bureau, www.brasiliaconvention. com.br and www.brasiliatur.df.gov.br. TECRIS DE SOUZA is a journalist for over 30 years. Her experience stems from the areas of economic and environmental journalism.

“Brasilia has its own identity as a result of a joint identity,” says the coordinator of International Affairs from the Federal District (GDF), Tulio Arantes, who prides himself in being Brasiliense. And not surprisingly, Brasília has the highest per capita income in Brazil (R$ 37 thousand or € 13,910). It also has the highest life expectancy among Brazilians: 75 years, while the national average

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TOURISM

Rio de Janeiro

Unforgettable city By Maria Helena Amaral / Translated by Rosemary Baptista

Photo by Cassio Vasconcellos

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Discover Brazil Magazine


TOURISM

T

o fall in love with Rio de Janeiro one does not have to be Carioca (a native from Rio de Janeiro). Whoever walks the streets, squares and numerous beaches of Rio can look up and enjoy Christ the Redeemer. And of course, all Cariocas - whether or not they are born in Rio, must visit the Christ, see the city from atop, and feel closer to God. Going up to the Corcovado by the little commuter train is a show in itself. Like a painting, the state of Rio de Janeiro explodes between sea and mountain, combining the thrill of urban green forests and the blue of the many beaches, scattered along a narrow coastline of 635 kilometers long, bordering the Atlantic Ocean. There are a total of 365 islands scattered near the coastal city of Angra dos Reis and 65 in the Bay of Paraty. The state of Rio de Janeiro is located in the Southeast of the country. It is surrounded by mountains and lowlands, located between the Sierra mountain range and the Atlantic Ocean, different landscapes, with high cliffs by the sea, sand banks, lagoons, bays, lagoons and tropical forests are shadowed by its beauty. The city of Rio de Janeiro, capital of the same name, is the second largest city in Brazil, and best known abroad for major routes for international tourism in Brazil. As the state capital, it acts as a national “mirror” or “picture.” The Main Gateway for Tourism in Latin America Rio de Janeiro was chosen in a survey conducted by the Universities of Michigan and California, as the city with the most

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Places to go: Copacabana – it is very difficult for visitors to Rio to resist the appeal of its 80 kilometers of beaches, which includes the most famous Brazilian pedestrian sidewalk.

Maracanã - The world’s largest stadium was built in 1950 to host the World Cup. In 2014 it will again be a superb venue for this spectacular event.

Cable car, Sugar Loaf and Corcovado - The view from Sugarloaf Mountain is an intrinsic part of Rio’s landscape. The cable car was inaugurated in 1912 and received tourists from all over the world. Corcovado is like a postcard, and it was selected as one of the seven new wonders of the world. Angra dos Reis, Ilha Grande and Paraty - The natural beauty of the Fluminense’s Green Coast transforms these three cities. It is a mandatory stop for tourist from around the world. Angra is one of the most visited places in the state because of its unique natural beauty. The Ilha Grande is a paradise and Paraty has fine green and tranquility.

amiable people in the world. Here is the largest secret of this marvelous city: the spirit of Rio. Tourism is a substantial boom to the local economy. Of all foreigners who visit the country, 40% will go to the state

Búzios - What was once a small fishing village is now a cozy place where the majority of business is sophisticated and at the same time rustic.

capital, attracted by a myriad of cultural icons and landscapes. Another area of tourism which has grown exponentially in recent years is that of business tourists. Rio de Janeiro is the second city to host the

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Trips out of the box Jeep Tours: Daily (morning and afternoon). For adventurers on tour, there are a number of excursions in conventional jeeps, which provide greater integration with the environment and an unforgettable experience for participants. For more information: apoiopontual@ apoiopontual.com.br - www.apoiopontual.com.br. Schooner Ride: Rio de Janeiro was once defined as many islands surrounded by water on all sides. There is nothing like a boat trip – it is much more comfortable than speed boats - to visit exotic beaches, snorkel, and explore the forts, and tasting fried shrimp along the way at some kiosks. For more information contact: Marlin Yacht - marlin@ marlinyacht.com.br. Prices of boats: for 4-5 hours, from $ 485 CAD.

Hotel Sheraton Rio

options. We selected a few interesting tips, separated by regions and prices.

Canadian: a non accidental tourist Since 2005, the number of Canadians that applies to visiting Rio de Janeiro has grown an average of 12% per year, an increase that applies for both leisure and business visits. Last year, for example, of all Canadians tourists who ventured to Brazilian soil, 38% opted for Rio de Janeiro. Out of these, 67% were in Rio on holiday, while 31% were there for business. More than half of these Canadians used hotel chains in Rio, generating a new stream of business and creating more jobs.

Air Canada has daily nonstop flights to Brazil, from Toronto Pearson Airport to Hotel Rio International - Hotel the International Airport is the only hotel in Copacabana in Sao Paulo. Flight time where all rooms and suites have is approximately 10 hours. balconies and views of the beach. Passengers bound for Rio de Value Range: Up to $ 200 CAD. Janeiro can make connections in Sao Paulo for flights leaving Sheraton Rio Hotel & Resort every 30 minutes. It takes - Barra - A 5 star hotel and the no more than 90 minutes to most preferred by celebrities get to the marvelous city. Air who visit Rio. Information: 00-1- Canada’s ticket price is taxed 817-983-0726. Value Range: Up according to the season and can to $ 227.48 CAD. range from $ 700 up to $ 2,800 in coach/economy class. For those who are not concerned All roads lead to Rio about connections, there is a Santos-Dumont Airport: located in the heart of the city. It much greater range of options primarily serves as a flight bridge available. Airlines such as Delta, Continental, United, British between Rio de Janeiro and Sao Paulo. Flights to other states and Airways and American Airlines

Where to stay in Rio de Janeiro: The city of Rio de Janeiro has many lodging

Hotel Glória - Glória - Offers differentiated service: rooms are available for people with allergies and disabilities. Value range: $104 to $ 145 CAD.

Come, sit back, relax and enjoy the truly authentic Brazilian cuisine.

regions are also available. International Airport Antonio Carlos Jobim: located on Governor’s Island, north side is the main gateway to Brazil.

have flights to Brazil from the main airports in Canada, with one or more connections in the U.S. territory. Now it’s just a matter of packing your bags, choosing the best route and enjoying all the delights and secrets that Rio de Janeiro has to offer. Service: Additional information is available at: http://www.rio.rj.gov.br. Tourism information Kiosk Copacabana beach, in the South Zone, in front of Rua Hilario de Gouveia street. Daily, from 08:00 am to 10:00pm.

MARIA HELENA AMARAL, is a journalist specializing in corporate communications. For over 17 years she has acted with public relations firms and nongovernmental organizations.

1256 St Clair Ave. W. Toronto, Ontario 416-654-6363 in the heart of Corso Italia

Spacious dining room and summer patio

www.rio40restaurant.com

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Discover Brazil Magazine

Photo by Susan

most international conferences in Brazil. Thanks to its base infrastructure and planning, the state capital has the potential to be a new axis for global enterprises.


Helô Pinheiro the girl from Ipanema myth

By Alessandra Cayley /Translated by Rosemary Baptista

The paradigm of the young carioca: the golden teenage girl, a mixture of flower and mermaid, full of light and grace, the sight of whom is also sad, in that she carries with her, on her route to the sea, the feeling of the youth that fades, of the beauty of that is not ours alone - it is a gift of life in its beautiful and melancholic ebb and flow.

Vinicius de Moraes

M

Photo by Helo Pinheiro

y ths are created to inspire, to instill a desire for art to flourish and feelings soul of its creator. Not always of flesh and bone like you and I often end up - eternal or not - transcending the creator. From muse to myth, confusing the audience whether such inspiration actually existed or it was it was just mere imagination. It is still like that with Helo. Even after decades of ascending from a common girl to a muse by two of Brazil’s greatest poets, people around the world still questions its existence. But the young and lovely, the Girl from Ipanema is real, with her own address and mailbox, in São Paulo and Rio de Janeiro. Helo Pinheiro is a carioca (native or inhabitant from Rio de Janeiro) who inspired Antonio Carlos Jobim (Tom Jobim) and Vinicius de Moraes in creating the song The Girl from Ipanema. During a pleasant chat with Discover Brazil, she shared the history of the song, which has changed her life. In the early 60s, Helo would go to buy cigarettes for her

www.discoverbrazil.ca

mother and left baffled by the harassment of the boys: “Hey cutie, come here!” She would not comply, she says, but would reciprocate their request with the fanciest booty shake. Tom Jobim was one of them. The musician and poet, already prominent in the Brazilian artistic scene, were enchanted with the “sweet swing” of the girl Helo. His friend and partner Vinicius de Moraes visited the bar during several days, but she never passed. When he was about to give up, Helo appears in her school uniform. “Is she not the most beautiful thing, Vinicius?” “She is full of grace.” The first drafts of the Girl from Ipanema were made that very day on one of the sidewalk tables. Lyrics by Vinicius and Music by Tom. In August 1962, the song was released in Brazil, but “nobody expressed an appreciation, until it began to play in the United States,” recalls Helo. It was the English version, written in 1963, with lyrics by Norman Gimbel and performed by Astrud Gilberto, that made foreigners and Brazilians fall in love with that girl. “Everyone

wanted to know who was the girl in that song,” says Helo. Revelation, the real Girl from Ipanema, bears the name of Helo, whom Vinicius described as... “The paradigm of the young carioca: the golden teenage girl, a mixture of flower and mermaid, full of light and grace, the sight of whom is also sad, in that she carries with her, on her route to the sea, the feeling of the youth that fades, of the beauty of that is not ours alone - it is a gift of life in its beautiful and melancholic ebb and flow.” Since then, the schoolteacher Heloisa Eneida Menezes Paes Pinto ceased to exist in order to give rise to the muse-girl Helo Pinheiro, the official/original Girl from Ipanema. Despite the huge success of the Girl, Helo affirmed that she never made money from the music rights. “It was a gift, and you do not get a free ride on a gift.” The muse keeps in shape dancing her old passion - and working out. “I try to keep in shape in order not to frighten people to the point of saying, ‘Look she used to be a young girl, now she’s an old rag’,” she jokes.

Lyrics Girl from Ipanema (Tom Jobim / Norman Gimbel / Vinicius de Moraes) Tall and tan and young and lovely The girl from Ipanema goes walking And when she passes each one she passes goes - ah When she walks, she’s like a samba That swings so cool and sways so gentle That when she passes each one she passes goes - ooh (Ooh) But I watch her so sadly How can I tell her I love her Yes I would give my heart gladly But each day, when she walks to the sea She looks straight ahead, not at me Tall, (and) tan, (and) young, (and) lovely The girl from Ipanema goes walking And when she passes, I smile but she doesn’t see (doesn’t see) (She just does not see, she never sees me ...)

Alessandra Cayley - Toronto based freelance journalist, has worked in Brazil as a broadcast producer for national politics and economic affairs.

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BUSINESS

Brazil invests in Formula Indy to enhance trading with Canada By Tecris de Souza / Translated by M.Teresa Nocera

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n July 2010, Toronto and Edmonton will set up two areas to view the Formula Indy races. A VIP area with access to the track and boxes will be the meeting place for Canadian and Brazilian businessmen for networking. On two different dates, July 18 and 25, ApexBrasil (Brazilian Agency for Promotion of Export and Investments) will bring together Brazilian export companies with potential buyers for the biggest Canadian supermarket chains and polling firms. Brazilian and Canadian businessmen will discuss trading opportunities, while enjoying all the competition on the racetrack.

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to Canada. Even before the worldwide economic crisis, projects supported by Apex garnered more than US$ 1.7 billion, between January and December 2009. Three years earlier, this performance was around US$ 1.5 billion. ApexBrasil’s general business manager, Sergio Costa, believes that this positive growth stems from the agency’s business philosophy. They diversified the guidelines and looked for new markets for their products. “Brazil started to export value added

services and products and not only commodities,” Costa explains. Thus, instead of whole chickens, Brazil exported frozen pieces. Instead of granite, ceramics - for lining and flooringall within international specifications and standards. They are certified products, which come with a warranty for discerning consumers. ApexBrasil does not limit its performance in Canadian markets to contacts made during Formula Indy races. It follows strategies to increase

“Today, our country is seen with other eyes, which weighs heavily in our responsibility”, says Costa, who spoke exclusively to Discover Brazil before leaving for Recife, in the Brazilian Northeast. He went to launch a new ApexBrasil customer service unit, and will go on to Manaus, in the Amazonas region. Manaus will also have an ApexBrasil office, the 10th in Brazilian territory, totally geared to stimulating business with international markets.

Discover Brazil Magazine

Photo by Teresa Oliveira

This strategy has already shown favourable results in the biggest inclusion to date items from Brazil in the Canadian market. Honey, glass, plaster, ceramics, specialty coffees, aeronautical parts, plastic items, fruits, biotechnology, cosmetics, musical instruments, electro/electronics, machines for graphic industries, and many other items from 25 different sectors of the economy are being exported

ApexBrasil at Formula Indy: Brazilian and Canadians will be discussing trading opportunities.

knowledge of Brazilian products and services in Canadian supermarkets, such as sampling of food. It also holds fashion shows and dinners in steak houses (“churrascarias”) with wine to toast the new outlook for commercial interchange. “We wish to promote the image and products made in Brazil with sophisticated commercial techniques,” stresses ApexBrasil’s manager. He adds: “We zero in on leisure with well focused techniques,” and explains that it is a highly professional performance.


BUSINESS

Four Seasons invests in Brazil By Leila Monteiro Lins / Translated Rosemary Baptista

Four Seasons Hotel: outstanding service.

in Brazil, is not only due to the demand that exists today by travelers visiting a foreign country, but also to promote the Four Seasons brand to the Brazilian traveling abroad.

Photo by Alinio Azevedo/ Four Seasons Hotels

Despite the financial crisis that has shaken the world, a lot of good things seem to be happening in Brazil right now. The government has announced that it will lend money to the IMF, an institution that only a decade ago attached stringent conditions to the money it was lending to Brazil. As the whole world seemed to be heading into a long winter in 2008, foreign direct investment (FDI) in Brazil was up 30% on the year before - even the FDI inflows into the rest of the world fell by 14%

The Economist magazine, November 12, 2009.

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years, which boosted the expansion of a high class of purchasing power, Brazil has began attracting investments such as in the luxury hospitality vertical. According to Azevedo, the expansion of the Four Seasons

our Seasons, a Canadian hotel chain that is recognized worldwide as one of the Alínio Azevedo, director of Development for Latin America. leading luxury hotels, has set to invest in Brazil its strategic plan as of 2010. With 83 hotels in 35 countries Sao Paulo. The Four Seasons’ strategic plan is being and annual revenues of $ 3.5 billion, lead by a 33 year old Brazilian, who is a native of the brand aims to leverage between the city of Natal in the state of Rio Grande do Norte. $ 200 to $ 250 million return on As the director of Development for Latin America, their investment in Brazil over the Alínio Azevedo stated that he is negotiating four very next five years, with the construction solid opportunities in Brazil, involving local and of three new developments: one international partners. in Sao Paulo, Rio and others in a resort in the Northeast or on the Why invest in Brazil coast between Rio de Janeiro and With a very significant economic growth in recent

“The combination of a strong domestic brand in the international market which has increasingly started to discover Brazil as a tourist destination, is leading the country to become one of the major tourist destinations in South America and one of the major tourist destinations in the world” says Azevedo. By 2014 the Four Seasons intends to increase its portfolio from 83 to 124 hotels resorts around the world. And Brazil is one of the countries being considered as the priority at this time.

Aesthetic & General Dentistry for All Family YOUR SMILE... Beautiful and Healthy That’s what we care about! Emergencies - All insurances English | Portuguese | Spanish

1693 Dufferin Street (at St. Clair Ave W.) Toronto, ON M6E 3N9 Phone: 416-656-9292 www.discoverbrazil.ca

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BUSINESS

THE LATIN AMERICAN GIANT By Reginaldo Heller / Translated by Rosemary Baptista

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Sixty-seven years later, Brazilian skepticism has given way to a growing confidence. It has become common place in advertising for new Brazilian multinationals to proclaim that “the future is now.” In fact, it seems that the prophecy is finally coming true. Previous experiences with economic growth were unsuccessful, because growth was accompanied by spiralling inflation and excessive foreign debt. But the “new Brazil” is able to do what for decades seemed impossible, achieve economic growth, while maintaining monetary stability and income distribution. Brazil has abandoned a naive

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nationalism that exorcised foreign capital, and accepted the challenge of adapting to an increasingly globalized world. In addition to its excellent economic performance, Brazil has no ethnic, religious or political violence, but rather presents

profile, both politically and economically. Twenty five years after the restoration of a stable democratic regime, and 15 years after the adoption of an effective economic adjustment policy, the country is becoming noticeable.

Today, this South American giant has attracted the attention of investors around the world. It is one of the countries that most attract foreign investment aside from United States. an institutional stability with no prospect of threats to its governance. A PROMISING EMERGENT Today, Brazil is an integral part of the select BRICs group of emerging economies; led by the big four-hence the acronym Brazil, Russia, India and China. The country is appreciated for its tropical beauty, its football and exotic carnival. And Brazil is increasingly known for its growing consumer market, a diversified manufacturing and prominent international

From liquid debtor in foreign currency, the country has become an international creditor, earmarking funds, including to the International Monetary Fund, where in the past had to resort during their fateful moratorium. By the end of 2009 Brazil had a balance close to 235 billion dollars in international reserves and a stable inflation rate ranging around 4.5% per annum, which is the target set by the autonomous Central Bank this year.

The most pessimistic forecasts point to a growth rate of GDP in 2010, of not less than 5%, compared with a decrease of less than 0.5% at the height of the crisis in 2009. Such statements have led many economists to point to Brazil as the fifth largest economy in less than a decade. Today its GDP is around US$ 1.5 trillion, with a rapidly declining population growth rate, reaching 191 million people; and a diversity of exports from agricultural and mineral commodities to manufactured goods. The prospects appear even more encouraging when one visualizes the energy potential of the country. Brazil has one of the largest hydroelectric power reservoirs in the world. Selfsufficient in oil, this country has discovered oil and gas in the deeper layers of its territorial sea in the Atlantic Ocean which has been preliminarily estimated at approximately 35 billion barrels. WORLD CUP & OLYMPICS SUMMER GAMES IN BRAZIL Over the next five years two mega-events in Brazil will draw even more attention from Discover Brazil Magazine

Photo by Wikimedia

n 1942, during World War II, Stefan Sweig, a famous Austrian-Jewish writer, coined the term “Brazil, a country of the future”, because of the potential of the country that had given him refuge. For a long time that statement has come to denote a certain disbelief: Brazil would always be, the country of the future, never the present. Sweig died in the picturesque small mountainous town of Petropolis, 90 km from the former capital city of Rio de Janeiro. He died not knowing that those simple words would inspire the nation.

The future is now


BUSINESS the rest of the world, and will involve a doubling of responsibilities for the future president who will be elected in October of this year: the FIFA World Cup in 2014, and Olympics in 2016; both representing large investments in infrastructure such as: the bullet train Rio-Sao Paulo, the subway extension in Rio de Janeiro and other capital cities; renovations of the stadiums and the construction of Olympic villages, as well as urban sanitation periphery and the assembling of a tourist complex which

NEWS

is even more ambitious than anything that is already in existence in the country. Multinational Brazilian mining, oil, steel companies, and consumer goods, no longer hide their patriotism, now that the future has arrived, political analysts warn Brazilians to curb their over-enthusiasm and work very hard indeed in order for the future to become present every day. In this sense, the governments are aware that this task is not possible without greater integration into this continent and a deeper

political relationship with the rest of the world. It is Brazil that matures.

REGINALDO HELLER, journalist, served as editor of economics and finance newspaper in Rio and São Paulo. He is a columnist and commentator, former press secretary of the Central Bank of Brazil. Professor of History, PhD.

in brief

Brazil Economy For 2010, Central Bank Governor Henrique Meirelles stated that Brazil is already on the path of strong growth. The industrial output is expected to increase 8 percent according to market projections. The public net debt is expected to continue its downward trend to reach 43 percent by year-end 2010 and 41 percent by year-end 2011. Foreign direct investment is forecasted to reach US$ 45 billion. Source: SECOM - Secretariat for Social Communication of the Presidency of Brazil.

Presidential’s election

Latin America’s largest economy is enjoying its best moment for a long time. One of the last countries to enter the global downturn started by the financial sector in 2007, Brazil was also one of the first to come out of it. For the first time in its history, it has found a combination of economic growth, low inflation and full democracy and the good fortune looks set to continue. www.discoverbrazil.ca

Translated by Rosemary Baptista

The winner in October will inherit a country with a higher international profile and a more successful economy than when Luiz Inacio Lula da Silva came to power. Source: The Economist magazine, The World in 2010.

International students contribute to the Canadian economy The Canadian government released a study pertaining to the contribution of 6.5 billion U.S. dollars towards the country’s economy in 2008. Brazilian students spent about $ 538 million, including food, transportation, registration, and other fees related to education. The projection for 2009 is $ 675 million and for 2010 $782 . Detailed information is available in the report entitled Economic Impact of International Education in Canada, which is published by the Ministry of Foreign Affairs and International Trade and can be obtained via the site: www.international.gc.ca/ education. Roberto Carlos will deliver two performances at Massey Hall in Toronto The singer and composer Roberto Carlos’s career is over 49 year old. He is the only Latin American artist who sold more records than

the Beatles and Elvis Presley (about 100 million copies). O Rei (The King) Roberto Carlos, as he is known, is conducting an international tour to commemorate 50 years of music. He is the Idol for the youths and the greatest exponent of his generation stemming from the 60’s, know in Portuguese as “Jovem Guarda” meaning Youth Guard, Roberto gradually found his identity in romantic music. Since the 70’s, his releases have remained at its highest levels by having more than a million copies sold . Tickets can be purchased at Massey Hall. The official website of the artist: www. robertocarlos.com. Porto Morretes cachaça launched in Canada Cachaça is Brazil’s most common distilled alcoholic beverage. In other regions it is known as “aguardente”or “pinga”. Cachaçais made from sugarcane-derived products, the alcohol results from the fermentation of sugarcane juice that is afterwards distilled. The alcohol strength lies between 38% and 48% by volume. In Brazil, 1,500 million liters are consumed annually (roughly eight litres per head), compared with 15 million liters outside the country. Outside Brazil, cachaça is used almost exclusively in tropical

drinks. It is the major ingredient in (brazil national cocktail) the caipirinha. Organic certification Strong drink lovers now have the opportunity to sample Porto Morretes cachaça in Toronto. It has been available and has a large market in Canada since last year. Cachaça Porto Morretes is the only one of its kind in Brazil that has been granted “organic” certification recognized worldwide. The town of Morretes is well known

as a center for fine cachaça. The distillery represents the realization of a dream by founder, Fulgêncio Torres. Mr. Torres strives to maintain the art of tradicional cachaça production. Fugêncio and his partners have raised over a million dollars to guarantee production of the highest quality cachaça.

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Doing Business with Brazil “Brazilian product geared to Canadian taste” By Ingrid Coifman / Translated by Rosemary Baptista

D

Alecia Guevara

epending on Brazilian’s reputation as a manufacturer for producing high levels of quality shoes, designer Alecia Guevara can excite the imagination and cover the feet of Canadians with style, comfort and plenty of color by giving an unprecedented break from the basic black footwear worn in Toronto. The plan Alecia Guevara (yes, her sur-

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According to her, Brazil was fundamental to help her transform her ideas into a dream. It was there that she found specialized factories that were able to produce her creations. “Brazil is the largest leather producer in the world with its expertise and history in the production of high quality shoes. I was impressed with their level of professionalism, honesty and willingness to share knowledge. If today I am an expert on the subject, I owe it to them,” she recalls. In 2001, she used all her knowledge of the Spanish language to communicate with Brazilian manufacturers. Alecia began to attend major trade shows of the genre, establish important contacts in cities like Sao Paulo and Belo Horizonte.

Taking into account certain aspects such as the length of winter months and the preference for classic pattern, in 2003, Divinitas began taking an idiosyncratic approach to sell footwear to Canadians. “Our collections were not found anywhere else in the city, due to certain factors such as quality and workmanship of the handmade leather pieces. The result, shoes that are long-lasting and provide solid stability for the feet.” Uniqueness was not only found in shoes, but in exclusive purses, in the variety of tones and textures such as bronze, silver, gold, brown, blue and green. Located in upscale Avenue Road, in the charming Yorkville neighbourhood, the store soon caught the attention of clientele, totalling about 2,000 who possess good taste in fashion. Specialized international media via a famous fashion reporter also promoted Alecia’s creations avant-garde, as confections for the feet. The shoe prices range from $ 110 to $ 550. Included in these prices are flats, slingbacks, pumps, mules, sandals, boots, stilettos, classic black pumps, ballet slippers and woven leather shoes. Although the store ceased its operations in 2006, Alecia is open to negotiate with interested business partners to manage the financial side of the business.”Canada offers endless possibilities for the footwear industry and great potential for high-end stores. For example, in Calgary there are one or two stores to meet the demand for high level shoes,” she says. Service: Are you interested in a business partnership? Please contact Alecia, via the following email: alecia.guevara @ gmail.com * INGRID COIFMAN, former editor of TV Cultura, via editorials on the economy and tourism in print or online. Discover Brazil Magazine

Photo by Teresa Oliveira

name is inherited from the legendary Che, who is one of her mother’s cousin) was to just solemnly study architecture in Latin America and return to Canada to pursue a professional career in that area. She ended up returning from Cuba with her mind filled with good ideas in design to apply to her greatest passion, shoes. The first step and accomplishment was becoming the designer and owner of one of the hottest footwear boutiques in Toronto, the Divinitas.


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Revolution Public Transport System By Marcus Vinicius Quintella / Translated by Rosemary Baptista

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Belo Horizonte’s metro/Photo by Marcus Vinicius

n Brazil nowadays, there is a consensus that the metropolitan railway transport is the best solution to minimize the problems of urban mobility in its big cities, keeping in mind that this shift does not compete for space with cars and posses the capability to transport large quantity of people on a-daily basis, quickly, safely and economically. The subways, commuter rail and light rail (VLT) have become a national unanimity when it comes to mass public transport, and is part of government plan for most Brazilian politicians, especially now that twelve major Brazilian cities will host the games in the World Cup in 2014 and Rio de Janeiro will host the 2016 Olympic Games.

million passengers per day. The Sao Paulo government is implementing the most ambitious plan of expansion and improvement for public transport in the country with the application of large resources to increase and modernize the subway system, which will

It should be noted that even though these Brazilian metropolitan railway systems are incomparable in size and technology, to the systems which are found in the cities in the first world countries, they have also proven to produce significant social and economic benefits.

I believe that Brazil is the beginning of an urban revolution in metropolitan rail transit in the near future, and the most populous cities, with more than one million inhabitants, will have soon come, of course; 100 km of some kind of transport on rails. subway lines. We are still in its infancy, but we already have major subway The subway in Rio de Janeiro, systems, as shown below. whose operation is under private concession, transports currently The city of Sao Paulo has about 550 thousand passengers a subway with only 60 km per day, showing the city as long, which carries 3.3 million the Olympic host, hoping to passengers per day, but is receive large investments for its considered one of the most expansion. To meet the needs efficient, modern and cleanest in the metropolitan area, Rio de in the world. The metropolitan Janeiro already expects 225 km area of SĂŁo Paulo has a of urban rail lines, also in private network of 261 km commuter concession, which will carry about trains, which carries nearly 2 www.discoverbrazil.ca

400 thousand passengers per day. In the capital city, Brasilia, the subway is 42.4 kilometers long and carries 150 thousand passengers per day. There are plans to expand the system, including the construction of a modern VLT system. Porto Alegre only has one subway

line, which is 33.8 kilometers long, and carries 150 thousand passengers per day. This line is currently being expanded by more than 9.3 kilometers. This is scheduled to be completed in December 2011. The subways in Recife, is 37.8 km long, and Belo Horizonte is 28.2 km long, carrying, respectively, 190 thousand and 160 thousand passengers per day. The subway in Recife has received federal investments

and is being modernized and expanded, with completion scheduled for late 2010. It should be noted that even though these Brazilian metropolitan railway systems are incomparable in size and technology, to the systems which are found in the cities in the first world countries, they have also proven to produce significant social and economic benefits. It has an environmental impact on the populations of our cities, by reduction of the levels of pollution and noise, reduction of wait time and travel, reduction in traffic accidents, fuel savings , reduction of maintenance costs in urban roads, among other benefits. These projects are still not sufficient to solve the problems of urban mobility in our cities, but they serve as the turning point for the integrated and comprehensive formation of urban transport systems, with the metropolitan transport railway being the backbones for these systems.

MARCUS VINICIUS QUINTELLA is a civil engineer, a professor at GetĂşlio Vargas Foundation. Specialist in corporate finance and public transport. Columnist for Jornal do Brasil.

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taste of brazil taste of brazil taste of brazil taste of brazil taste of brazil taste of brazil taste of brazil taste of Photos by Wikimedia/ André Oliveira

“Taste of Brazil is the space dedicated to promote Brazilian cultural initiatives that are highlighted in Canada. Each issue is an invitation to try a bit of the infinite explosion of colors and flavors from Brazil, without even having to leave the country.”

taste of brazil taste of brazil taste of brazil taste of brazil taste of brazil taste of brazil taste of brazil taste of

Bavia Arts

Uncontrollable beat

By Ingrid Coifman / Translated by Rosemary Baptista

in schools, it was a matter of time before he cultivated and secured a space dedicated to musicians, dancers and the public in order to promote and exchange cultural experiences. This space, 4 thousand feet, located on St Clair West, houses a ballroom, lounge for exhibiting local artists and children, music studios, craft shops, musical instruments, natural products (Flora Viva) and Tarot reading. Currently, the center has seven teachers, offering over 10 music and dance programs.They are open to welcome new instructors.

Children taking percussion classes with Luciano Porto, the creator of Bavia Arts.

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n this debut session, we will talk about a space which was created to unite artists and the public with Brazilian Latin America and Africa rhythms. Here, the dance and music classes transport the students to Brazil by connecting their roots to the rest of the world. Officially Bavia Arts exists since 2008. But its pillars were founded 17 years

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ago, when Luciano Porto decided to leave the Mato Grosso and dock with his mother in Toronto. Having inherited the musical talent of his father, also a musician and teacher, he began to pursue music as a profession. But not without going through the countless challenges that most artists, whether in Canada or in Brazil, face on a daily basis in order to live from their own art.

For the longest time, Luciano was a “parttimer”, working long evening hours in carpentry, industrial cleaning, construction and even environmental sciences in order to practice the piano, guitar and percussion during the day. Through socializing and networking with local artists, coined with his own professional experience as a performer at festivals and teaching

Surprisingly, the local attendees are formed by a Brazilian majority. Among the 200 students, many 2nd generation Canadians (those born in Canada, whether or not immigrant parents), besides the Spanish-speaking audience (the Latin America and the Caribbean) and Brazilians. Chinese and Jews are also on the list of those swivel chairs in classes such as dance African, which is accompanied by live percussion.

“Many Canadians have a keen curiosity and interest. Among our students, there are those who have traveled throughout Latin America and were delighted, or those who have Brazilian friends and are still dreaming of visiting the country, “added Luciano, who together with his wife, the Canadian born Annie from the province of Quebec, is teaching percussion to their young son Emmanuel.”

Luciano Porto

Discover Brazil Magazine


f According to Luciano, Bavia should expand its cultural events soon, by introducing reading circles and Portuguese poetry, in addition of Brazilian music and culture to study groups.

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classes. According to Porto, in addition to the benefits of exercise, the classes helps develop creativity and perception of other cultures. Toddlers (and even babies) are welcome as long as they are accompanied by responsible adults. Season passes for children (one class per week for 9 weeks) cost around $ 95.00.

Unconditional love

Besides taking percussion classes with Luciano Porto, there is also a team of professionals’ teachers:

Newton Moraes teaching African-Brazilian dance.

“There will be occasions to revive the brasilianidade and not lose their identity abroad,” he says. He already successfully launched traditional typical dance nights, with monthly Brazilian line dancing sessions, Forro (entry fee: $ 5 students, $ 10, and general public).

Newton Moraes (african-Brazilian dance and modern) has over 20 years of experience. He has taught in the most prestigious schools in Brazil, Colombia, USA and Germany. As a member of the Canadian Alliance of Dance Artists, in Canada, he was invited to teach at the National Ballet of Canada, The School of Toronto Dance Theater, Ballet Creole and Studio 303 (Montreal). Maninho Costa (drums and samba): native of Rio de Janeiro where he learned to play drums from the early age of 8 with the famous samba Carnival schools in Rio de Janeiro.Some of the great local musicians he’s worked and toured with include Paul Donat, Rick Shadrach Lazar, Jesse Cook as well as his own group Batucada Carioca. Goreti Cardoso (ballroom dancing): native of Bahia. He has over seven years experience as a teacher of ballroom dancing in styles such as, Bolero, Cha Cha Cha, Soltinho, Samba, Tango, Forró, Salsa and Merengue. Monica Beltrame (zumba fitness): fitness instructor, ballroom and solo dancing. She has traveled the world performing artistically for over 15 years.

Photos by Teresa Oliveira

Drum’s classes with Maninho Costa.

FUSION BEAT At Bavia Arts, the teachers are considered partners. They rent the space and develop their own programs, timetables and price lists. In addition to providing more flexibility in their professional schedules, the system provides benefits for students as well, because the tuition fee can be paid ($ 15, on average, per lesson). The children also have special dance and drums www.discoverbrazil.ca

Consuelo Herrera (african-Cuban dance): She has participated in several documentaries about Cuban dance and performed in Mexico, Nicaragua, Spain, USA, Canada and Japan. Service: Bavia Arts: 898b St Clair Ave West, 2nd. floor Phone: 416-658-8980 E-mail: info@baviaarts.com Website: www.baviaarts.com

Matt Strand was born in Canada. But he knows that be should have been born in Brazil. His heart, mind and jive have been totally Brazilian for a long time. The young man who learned to play capoeira in Victoria, British Columbia, knows the rhythms of Brazil on his tiptoe. And when he begins to speak in fluent Portuguese which is loaded with the slangs from Rio, he declares a love for his green and yellow homeland, that only one of our own would be able to feel. His love was intensified when he moved to Rio de Janeiro for these years. While there, not only did he participate in folk groups and samba schools (Imperatriz, Mangueira and Sao Clemente), he also learned to handle cuica, conga drum, tambourine and rattle. An “unforgettable” experience enriched by the friendships he made, both in the city and on the hill. “There is so much cultural and historical wealth yet to be discovered in that country. Fortunately, we see more Canadians interested in Brazil as more Brazilians come here”, he reflects. He currently resides in Toronto, and has also performed with important Brazilian artists and groups in Canada, such as Batucada Carioca, Samba Squad and Aline Moraes. For him, the space at Bavia is his chance to be near his beloved Brazil, not only for a few hours, whether it’s in dancing lessons, chatting with classmates or the embrace of the teachers. “I would like to re-live that experience. I love the joy and warmth of Brazilians. They are very affectionate (loving)”, comments Matt.

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ARTS & CULTURE

Anna Maria and Ivan de Souza

Brazilian Ball By Rosemary Baptista

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NNA MARIA DE SOUZA : A LEGEND A better way to pay tribute to a wonderful person is to learn from her shining example. Anna Maria de Souza transformed philanthropy in the city of Toronto. Brazilian Carnival Ball’s founder was a distinguished philanthropist and volunteer in Toronto. Born in San Sebastião do Paraiso, Minas, Brazil, she passed away at Princess Margaret Hospital in September 2007 after a courageous battle with cancer. For over 42 years she worked selflessly in various

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Special tribute to the founder

fund raising activities to benefit a number of charitable institutions in Canada. Her main focus was the Brazilian Ball. Anna Maria arrived in Canada in mid winter.  She came as a young student to examine the possibilities of selling her father’s coffee.  Her heritage was from Genoa, Italy.  Her (Guidi) family was among the largest coffee producers and millers in Brazil.  She followed in her father’s footsteps.  He was a prominent benefactor, committed to helping the less privileged in San Sebastiao do Paraiso. She benefited many deserving charitable institutions

in Canada and Brazil. She believed that Toronto’s hospitals were deserving of research funding and left a Brazilian Ball sign post, often through research chairs at virtually every Toronto hospital. Although she never had children she possessed a great love for children.    The Ball The Brazilian Ball has had a history of friendship and togetherness since its modest beginnings by Anna Maria de Souza in the basement of a church in 1966, along with a committee of only six to eight people who brought the tradition of the famous Carnival

held in Rio de Janeiro to Toronto. Artist Pat Fisher, spent weeks painting murals of Brazilian scenes to make the ballroom look magnificent. Brazilian music, new to Toronto, had everyone on the dance floor all night long. Others in the early group included Michael Connor, a graphic artist, who designed their home-made invitations, and the very attractive Bernice Sintzel, who worked at the time for Gino Empry, who was responsible for the tremendous coverage the Ball received in the newspapers and magazines each year. Discover Brazil Magazine


Photo by Ivan de Souza

Ana Maria’s efforts resulted in over $53 million being raised for various deserving institutions, most located in the City of Toronto, and most in the area of health care. Each year, the Ball attracts over 1,800 guests and raises over $2 million net, making it the largest charitable fundraising gala in Canada. The key Brazilian Ball workers include Kathie Gayda (Executive Director of the Ball), Luis de Castro (Decor & Warehouse Manager) and Howard Gillick (Executive Director). John Fuke (Chairman of the Ball) is also a very valuable member of Ivan de Souza’s team. Honouring Anna Maria de Souza  Anna Maria de Souza was granted many awards and honours for her charitable work, including: the Queen’s Medal of  Honour, awarded by the Governor General of Canada; the Order of Rio Bronco, awarded by the President of Brazil; the Arbour Award, presented by the University of Toronto; and the Civic Award, presented by the City of Toronto. Each year, over sixty mesmerizing Carnival dancers are flown in from Rio de Janeiro and along with other

additional artists from Canada, entertain the Ball’s guests with their dancing and dazzling feathered. The de Souza Institute Ivan de Souza was the catalyst for the founding of the de Souza Institute at Princess Margaret Hospital, by the Province of Ontario.The de Souza Institute is an innovative centre of learning dedicated to improving cancer care by supporting excellence in oncology nursing. Nurses play a vital role in caring for patients throughout the cancer journey – in prevention, screening, diagnosis, treatment, survivorship and palliation. But the demand for nurses with specialized skills in oncology continues to grow. In the next 10 years, Ontario will see a 40 percent increase in the number of people living with cancer.   To address this need, the Ontario Ministry of Health and Long-Term Care founded the de Souza Institute in 2008 with a commitment of $15 million in funding. The initial proposal to the Ontario Ministry was created and submitted by the Institute’s partners, The Princess Margaret Hospital

Mary Jane Esplen, director of the de Souza Institute.

Foundation, Cancer Care Ontario and University Health Network and through the support of Ivan de Souza. The Institute was named in honour of Anna Maria de Souza. Mary Jane Esplen is the inaugural director of the de Souza Institute, ClinicianScientist at the University Health Network and Professor in the Department of Psychiatry, Faculty of Medicine, and University of Toronto with cross-appointment to the Lawrence S. Bloomberg Faculty of Nursing. She leads a research program that focuses on psychological aspects of cancer and on the psychosocial impact of being at high risk for cancer.

Together, with their warmth and dynamic personalities, Anna Maria & Ivan de Souza and Dr. Mary Jane Esplen have touched countless lives through leadership and good deeds. Anna Maria’s legacy will be preserved through the continuation of the Brazilian Ball by her loving husband Ivan and through the de Souza Institute at Princess Margaret Hospital. For more information about the de Souza Institute visit www.desouzanurse.ca

ROSEMARY BAPTISTA writes since 1992. She authored A Taste of Portugal Book, and contribute to numerous community newspapers.

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L UA N DA Jones

By Alessandra Cayley/ Translated by Rosemary Baptista

8 YEARS OF PRESENTING THE VERY BEST WORLD MUSIC IN TORONTO! Luanda Jones and her mother, Irinea Ribeiro, singing at Lula Lounge in Toronto.

A unique blend of bossa nova, funk, jazz and samba

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plants and photographs. Let’s begin with the origin of her name, “Luanda”. She tells me that it was chosen by her parents when they were listening to a CD of African music. A vision came to them and that was Luanda, which just happens to be the capital of Angola. It means “the land of happiness.” Despite years of having a career in Brazil, her first CD was released in Canada, thanks to the incentive of the Canada Council of Arts, the support from her friends and of course her mother, who came from Brazil to oversee and participate in the work of her daughter. And to think that when she arrived in Canada, Luanda had no intention of returning to her singing career anytime soon. However within two months, she was on stage again, opening for her friends in the band LAL. And she has never stopped.

“It was very emotional. No matter if you have two people, two hundred, and thousands. The energy is the same, the same love, the same concentration.” Luanda continues to entertain the Canadian public. They are the majority of her followers. “Canadians are people who are touched by my music. They place great value in Brazilian music, even without understanding it”, says the brunette, as she speaks with a distinctive laden carioca accent. When we parted, Luanda, who had, found this intimate encounter strange, fully surrendered: “You can say that I came to Canada for love.” I left feeling a sense of contentment with her contribution and with an autographed copy of Luanda Jones’s CD under my arm. To learn more about Luanda Jones and to purchase her CD Aquarela please visit her site: www. luandajones.com

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Photo by Kevin Jones

I

never met Luanda Jones prior to this interview. The only thing I knew was what I had researched on the Brazilian Internet. She has been trying to establish her career as a singer in Canada for the past six years. I click on the sample CD available on her website while I continue to complete my daily tasks. Aquarela (Watercolor), featured song on her CD bearing the same name, begins to play and something magical happens. I stop everything. I simply have to stop and listen to that song, dedicating all my feelings to that crystal voice which penetrates my heart and resonates internally. I wanted to meet her in person, telephone introductions are not negotiable. The meeting was arranged at her home. The place carries a Brazilian energy that is unexplainable, but can only be felt. A very tidy place and well decorated with


Brazilian Cooking: A Blend of Epicurean Delights

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ased on Portuguese, native Indian and African culinary traditions, Brazilian cooking contributes to a wealth of tantalizing recipes. The Moorish influenced Portuguese brought codfish, stews and egg-laden recipes. The native Indians used herbs, fish and flours, while African slaves introduced spicy cooking based on hot red peppers, and coconut, peanut and, palm oils. This melting pot, which reflects Brazil’s cultural heritage, makes for distinctive rich cuisine. The strongest influence in Brazilian cuisine is African. Slaves who settled around Bahia gave a unique flavor to the traditional dishes. Are you ready to visit Brazil? Brazilians are very hospitable and love to meet tourists any time to shoot the breeze over a meal.

A must in Brazilian cooking: FISH & SHIMP STEW (Muqueca) 3 pounds fish fillets 2 pounds shrimp, shelled and deveined ¼ Cup lemon juice 1 teaspoon coriander seed, crushed 1 teaspoon salt ½ teaspoon garlic salt Black pepper ¼ Cup olive oil 6 tomatoes peeled and chopped 2 onions minced 2 Tablespoon parsley 2 Cup coconut milk or adjust to taste 1 Tablespoon dende oil (palm oil)

By M. Teresa Nocera

Mix the lemon juice, coriander, salt, garlic salt and black pepper and spread one half over the fish and the other half over the shrimp. Blend evenly and let both mixtures stand for 2 or 3 hours, stirring once or twice. Mix the olive oil, tomatoes, onions and parsley; divide it into 2 parts and put into to 2 skillets and separately sauté fish and shrimp. Blend in dendê oil over low heat; Add coconut milk and cook over low heat for about 10 minutes or until most of the liquid has evaporated and the mixture produces the consistency of a thick stew. Adjust seasonings to taste. M.TERESA NOCERA has been a journalist and translator for more than 25 years of it writing news and features for Brazilian, Canadian and Italian magazines.

www.discoverbrazil.ca

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2010

Brazilian Events in Toronto Translated by Rosemary Baptista

FEBRUARY

JULY Expressions of Brazil

7th Annual Toronto International BrazilFest A huge variety of styles of music and dance from all parts of the country, with something to offer for all tastes; rhythms and melodies that reflect the rich cultural heritage of Brazil. Date: July 25th, 2010 Location: EarlsCourt Park Site: www.brazilfest.ca

Carnival The carnival of Brazil, properly spelled “Carnaval” in Portuguese is an annual festival in Brazil held forty days before Easter. Two Brazilian companies promote carnival in Toronto: Itabras Productions and Angela Mesquita/Fernanda Torres.

SEPTEMBER Brazilian Day Canada The event celebrates Canada’s multiculturalism through one of the most vibrant cultures in the world. Through

Brazilian Flm & TV Festival of Toronto BRAFFT is a Brazilian film festival that happens in Toronto since 2007. The objective is to promote Brazilian cinematography in Canada and create a market platform for directors, producers, actors, and filmmakers. Date: September 2010 Location: TBA Site: www.brafft.com.

OCTOBER Brazilian Film Fest 2010: Four days of the Brazilian Way of Life Date: October 21-24, 2010 Location: The Royal Theatre Site: www.brazilfilmfest.net

SHARPENING YOUR PORTUGUESE SKILLS By Alessandra Cayley / Translated by Rosemary Baptista

I

f you’re one of millions who have fallen in love with Brazil (or a Brazilian), you’ve learnt by now that we don’t speak Spanish and that the capital of Brazil is not Buenos Aires. Wonderful! Now, the problem is how to communicate with this entire new world unfolding in front of you, if your knowledge of Portuguese language is limited to olá amigo! (and you are unsure as to whether that is either Portuguese, Spanish or both). We will offer you a selection of useful everyday vocabulary ranging from businesses to daily slang in every issue of Discover Brazil.  

Hello - Olá o-laa

Excuse me - Com licença kon lee-seng-saa

What’s up? - E aí? ee aaee

Sorry – Desculpa des-kool-paa

Thank you/Thanks - Obrigad(a) o-breegaa-daa (female speaker), obrigad(o)* o-bree-ga-do (make speaker)   

Do you speak English? - Você fala inglês? vo-see-faa-laa eng-gles I (don’t) understand - Eu não entendo e-oo (nowng) eng-teng-do

You’re welcome - De nada/Por nada dee naa-daa/por naa-daa  

How much is it? – Quanto custa? kwang-to koos-taa or Quanto é? kwang-to e

No worries Não esquenta nowng ees-ken-taa

That’s too expensive – É muito caro e mweeng-to kaa-ro or just Muito caro mweeng-to kaa-ro

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Do you take… Você aceita...  vo-se aa-say-taa - Credit card?   Cartão de crédito? kaarr-towng de kre-dee-to - Travellers cheques?   Traveller cheques? tra-ve-ler she-kee To learn more: Berlitz Portuguese - Pocket Dictionary Brazilian Portuguese - Phrasebooks, Lonely Planet Publications  On the web: www.easyportuguese.com Discover Brazil Magazine

Photo by Saul Porto

Music, theatre, movie, arts and workshops. Date: July 16-18, 2010 Location: Harbourfront Centre Site: www.brasilnocanada.com

traditional music, dance and food, Brazilian Day Canada gives everyone, no matter what cultural background, a chance to really feel what it’s like to be Brazilian for a day. Date: September 6th, 2010 Location: Yonge-Dundas Square Site: www.brazilianday.ca


iscoverBrazil

MAGAZINE

Connecting Brazil to the world

ID www.discoverbrazil.ca

IDENTIFICATION

D E S I G N

www.discoverbrazil.ca

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U O Y K N A H T IAN or t p p u s ur

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WE LOOK FORWARD TO SEEING YOU NEXT YEAR! For sponsorship and table information please contact: Kathie Gayda, Executive Director kgayda@brazilianball.com Jocelyn Symons, Event Manager jsymons@brazilianball.com Brazilian Carnival Ball 7030 Woodbine Ave, Suite 500 Markham, Ontario L3R 6G2 905. 475.2520

www.brazilianball.com

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Discover Brazil Magazine

Profile for LML Communications & MKT

Discover Brazil Magazine  

The purpose of the magazine is to connect business opportunities and promote Brazilian and Canadian latest trends and cultures.

Discover Brazil Magazine  

The purpose of the magazine is to connect business opportunities and promote Brazilian and Canadian latest trends and cultures.

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