Discover Brazil Magazine

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Discover Brazil Magazine


Brazil: A new perspective In July, 753 thousand passengers arrived in Brazil from other countries, a record increase of 33% over the same period last year. The first seven months of 2010 saw 4.4 million people arrive by air. According to Infraero, the government-owned corporation responsible for operating Brazil’s commercial airports, this number represents a historic high. The October issue of Discover Brazil presents some of the reasons behind this increased interest in the country of soccer, samba, bossanova, ethanol, oil, grains and so much more. Since its discovery, Brazil has always aroused the curiosity of others around the world, either for its exotic nature, continental dimensions or its multiculturalism. With development of the country, still an ongoing process, this interest in Brazil has only increased. Another important factor is the interest of the richest countries in the world (the old G7) in stimulating exports, creating new partnerships with Brazilian companies, investing in Brazil and increasing the number of diplomats and commercial experts present in their embassies in Brazil. These facts can be credited to Brazil’s economic performance during the recent world economic crisis, as well as the country’s social achievements. In October, Brazil will undergo a change in leadership. According to journalist Reginaldo Heller, the author of “Brazilian elections: no reason for alarm,” the general election in Brazil, when citizens will choose the new president, state governments and a new parliament, shouldn’t generate any negative concerns amongst investors or the international community. International medical visits to Brazil have become an expanding industry. Journalist Ingrid Coiffman writes about this industry which generates about $60 billion world-wide. Brazil, which welcomed 180 thousand such foreign visitors in the last three years, has been investing to become a sought-after destination for international patients seeking high-demand procedures such as plastic surgery, cosmetic dentistry, orthopedic and weight-loss surgeries. The story on page 16 describes this competitive industry in Brazil, focusing on the quality of the doctors, the high technology available at hospitals, the efficient service and low costs. Our special story is about the city of Sao Paulo, with over 11 million people, the 10th-highest civic GDP in the world and, according to PricewaterhouseCooper’s estimation, a status as one of the most important “global metropolises” nowadays. Journalist Rosana Dias article describes the city’s charm and power to enchant. In the Taste of Brazil section we feature the two Brazilian film festivals that are occurring in Toronto towards the end of the year. The promoters Barbara de La Fuente and Katia Adler discuss these events. I hope this issue enhances the reader’s knowledge of Brazil.

DISCOVER Connecting Brazil to the world


Publisher & Executive Editor Leila Monteiro Lins Production Manager Teresa Oliveira Writer Ingrid Coifman Contributors Camila Novais Elida dos Santos Jose Schuster Julio Santos Marcio Rollemberg Reginaldo Heller Rosana Dias Lancsarics Translation Marcio Rollemberg M. Teresa Nocera Copy Editor Cecilia Chin Joan Sheppard Art Director Fabiane Azevedo Photographer Saul Porto Sales Canada Ana Paula Vieira Sales Brazil Puente Comunicação Cecília Queiroz Frequency Is published four times a year Spring, Summer, Fall & Winter

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Address LML COMMUNICATIONS & MARKETING INC. P.O. Box 99052 Toronto, ON M6H 4H7 Canada Phone (647) 227-5514 Distribution Brazil & Canada (Toronto, Mississauga, Montreal, Ottawa & Vancouver). ISSN nº1920-7859 Folow us at: Twitter: @BrazilMagCanada Facebook: Discover Brazil Magazine Central Market The historic Mercado Municipal (neobaroque-style architecture) in downtown São Paulo. Photo by Rubens Chiri

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Leila Monteiro Lins Editor-in-Chief


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.

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From the

CONTRIBUTORS INGRID COIFMAN is a former editor of TV Cultura, and has worked as a journalist in north eastern Brazil, specializing in technology, economics and tourism. In Toronto, she has developed special events and communication strategies for businesses, including the Corso ItaliaBusiness Improvement Area (BIA).

CAMILA NOVAIS is a journalist and communications consultant with experience in fields as diverse as economics, culture, science, technology and innovation. Currently, she is pursuing a master’s degree at the Université du Québec à Montréal, focusing on intercultural communication.

ELIDA ROCHA is a journalist who specializes in corporate communications. She has worked as a television host and also as a magazine editor, focusing on business.

JOSE FRANCISCO SCHUSTER has been a journalist for 30 years. He is the producer and host of the radio show “Fala, Brazil,” and writes a blog on the Brazilian community in Canada. He is also a reporter for a community newspaper.

JÚLIO SANTOS is a journalist who specializes in energy matters. He is also one of the directors of “Ambiente e Energia” (www.ambienteenergia., a website that features information about the environment, sustainability, alternative energy sources and technological innovation in the energy field. ROSANA DIAS LANCSARICS has worked in the journalism and public relations fields for many years in Brazil, for companies such as Folha de São Paulo newspaper, Exame Magazine, Fiat Automóveis, Grupo Pão de Açúcar and Embraer. She moved to Canada one year ago to attend a Post-Baccalaureate program in Journalism at Thompson Rivers University, located in Kamloops, British Columbia.

MARCIO ROLLEMBERG is a journalist with experience in television, radio and print. He has worked as a television news reporter and documentary filmmaker, in Brazil. Since moving to Canada in 2005 he has filed stories for the Folha de Sao Paulo. He is currently a contributor to OMNI TV.

REGINALDO HELLER is a journalist, columnist and commentator and has served as the editor of an economics and finance newspaper in Rio de Janeiro and Sao Paulo. He is a former press secretary of the Central Bank of Brazil.


Connecting Brazil to the world

DISCOVER October, 2010

Year 1



Number 3

CONTENTS POLITICS Elections No reason for alarm ____________________________10

BUSINESS Mellohawk Logistics A successful partnership ________________________ 13 Beer Brazil’s most beloved drink______________________ 14 Energy Montreal, XXI World Energy Congress ____________ 24 Brazilian ethanol boom_________________________ 26

HEALTH Photo by Jefferson Pancieri

Health trips & tourism Brazil envisions boom in international patients______ 16

SPECIAL REPORT São Paulo South America’s megalopolis____________________ 18

REGULARS Your Letters___________________________________ 8 News in Brief _________________________________12 Taste of Brazil________________________________ 28

Minas Gerais - Brazil, handcraft, photo taken by Jefferson Pancieri


The Park of Independence contains the famous “Monumento à Independência” built to commemorate the centenary of Independence in 1922. Photo by Rubens Chiri

Discover Brazil Magazine



Connecting Brazil to the world







he newsroom continues to receive many compliments and words of encouragement from our readers both in Canada and Brazil. Feel free to share your ideas, comments and viewpoints. Help us to produce a better issue every season.

Compliments It was with great satisfaction that we received the second issue of Discover Brazil, which highlighted the state of Minas Gerais and an interview with its Tourism Secretary, Érica Drumond. We thank you for the pages and restate the importance of Canada in promoting Minas Gerais, Brazil, in the international market. On behalf of our secretary and team, we send you our compliments. We, along with the Government of Minas, have worked hard to make our state a better place to live and visit. Geórgia Caetano, Communications Officer, Secretaria de Estado de Turismo de Minas Gerais ‘Canadians in mind’ Québecois Eric Major, an English as a


Eric Major at Ilha Porchat, São Vicente, São Paulo

Second Language Teacher in Toronto, loves the magazine’s focus on the arts and crafts, paintings, food, and especially the friendly people of Brazil. He has been a reader of Discover Brazil since its first edition and likes the fact that the magazine is written in English. “Most of the magazines are in Portuguese and Discover Brazil stands out in reaching Canadian audiences. I like tourism, culture, food related articles and would like to see them more and more in the magazine.” Married to a Brazilian, he has been to Brazil three times since 2001. To keep informed about events taking place in Brazil, he watches Globo TV, and also browses and Discover

‘Dismissing misconceptions’ Tina Giontsis is a marketing consultant

married to Brazilian entrepreneur, Mario Cassini. She has been to Brazil several times over the last 15 years. While there, she juggles her time between visiting his family in Belo Horizonte (Minas Gerais state) and spending time at the beautiful beaches in Rio de Janeiro, Natal, and Fortaleza. “I was surprised about how sophisticated and complex Brazil is. It’s a fusion of so many different cultures and influences. What I like most about that country is the warmth of the people, their hospitality, and their enjoyment for life. I also like the music, the food, the rich cultural history, diversity of the different regions - and of course the weather!” She’s involved in the Brazilian community in Canada (her husband owns Cajú Restaurant) and enjoys the fact that Discover Brazil magazine helps to educate Canadians about what the country has to offer: not only in tourism, but also in business and culture. “I’d like to read more information that will help to dispel some of the perceptions that exist about Brazil. The magazine has an important role in showing how Brazil is already leading the way in many areas such as the environment, technology, and food security”, she pointed out.

We invite you to share your thoughts about the magazine. Send us an e-mail: Our many thanks, Editor, Discover Brazil DB

Discover Brazil Magazine

Photo of Eric Major

Your Letters


ECONOMY Politics

South American

Brazilian Elections: no reason for alarm

Photo by Antonio de Sá

By Reginaldo Heller

Luiz Inacio Lula da Silva is the current president of Brazil


raditionally identified with centralized, privatized and even authoritarian regimes and only eventually experiencing sporadic spurts of democracy, Brazilian society has surprised even the most sceptical international analysts. It has revealed an ever-growing advance toward full consolidation of the democratic process.

This October, 25 years after the collapse of the military regime, Brazil will elect for the 7th consecutive time and for a 4-year-mandate, a new president, new state governors and representatives in the National Congress, a clear demonstration of political maturity and democratic practice.


Social policies Today the world’s eyes are on this LatinAmerican giant, because of its powerful and important economy, which goes beyond regional limitations and achieves international projection. There is a clear sign that it is possible to pursue and practise all-inclusive social policies, having as their fundamental strength the support of market and democracy. The concerns of many investors less than one decade ago, brought about by the apparent revolutionary speeches of President Lula’s P.T. (Labour) Party, seem to have vanished in the mists. There is a great gap between his frequent irate speeches from his times of union leadership in the 70s and the government programs implemented in the past 8 years.

In his two mandates, ex-President Fernando Henrique Cardoso stabilized the economy, and slew the inflationary dragon. The difference between the social democracy of the party Cardoso helped launch and Lula’s Labour Party is merely rhetorical. In an interview with local press, he recently stated: “Nowadays the PT Party follows social democracy”. The state that ex-activists built in the last few years is not a producer-state but one that provides socially. Platforms The 2010 electoral contest thus reflects the absence of deeper differences. In reality, government and opposition share very similar platforms, which is somewhat puzzling. The government’s favourite candidate, exminister Dilma Roussef was, at the time Discover Brazil Magazine

Politics of the military dictatorship, a staunch leftist militant who participated in violent demonstrations against repression. The opposition candidate Jose Serra, ex-governor of Sao Paulo, the wealthiest Brazilian state, was in those unhappy times a brave rebel against that ominous regime. Serra was a student leader and went into exile to flee repression by the state.

Photos by / / tablepress

Challenges Today both candidates stress the importance of the market in creating national wealth. The state plays a regulating role, which varies as a function of its social-democratic or revolutionary roots. However, there is nothing to alarm domestic or foreign investors. The challenges that both candidates will face are the same as their predecessors: keep inflation under control, proceed with growing a self-sustained policy under fiscal and monetary control, and advance all-inclusive but non-social assistance policies. And above all, to implement political and state reforms, making structures compatible with new economic and social realities. Risk Factors For these reasons, risk factors of the past seem to have been exorcised today. As Cardoso said in the same interview: “The Brazilian market is strong, as well as industries and society. So much so that the PT (Pres. Lula’s party) became socialdemocratic once it came to power.” It is understood that there are differences as to the stance that the country should take in global and international issues or in the degree of

Dilma Roussef

state performance, or even in the quality of all-inclusive policies. These differences are not always based on party sympathizers or ideology but in the groups that struggle for power, such as unions, industrial groups and the rural sector.

Apart from that, the 2010 Brazilian election has become routine for the 120 million population. Frights and worries, however, already seem to be a thing of the past. DB

Possibly because of these factors, voters’ preferences fluctuate in election surveys throughout the campaign. Once favourable to one candidate and once to another, voters look for other criteria to justify a decision on voting day to differentiate one from the other. Alternative Option

Marina Silva

An alternative option has little chance to succeed, according to surveys, but reflects the opinion of voters who are more concerned with ecological issues and the corruption still happening in Brazil. The alternative is the Senator and ex-Minister of Environment Marina Silva, whose stance reveals a perception ahead of her time, close to speeches by ex-Vice President of the USA, Al Gore. Even though she comes from a diametrically different origin, Marina Silva seems to be thinking about Brazil in terms of real innovation. Perhaps this is why she is still far away from major recognition.

Jose Serra


News in Brief

By Elida Rocha

The list of the world’s largest economies is expected to undergo a major reorganization in 2011. According to estimates by the Economist Intelligence Unit (EIU), China would retain the second spot that it took from Japan, while the second quarter of 2011 will see the rise of other emerging markets: Brazil, Russia and India. (The Information Company) Ambassador Afonso Senna and wife, artist Solange Cardoso

Brazil’s New Consul General in Toronto Ambassador Afonso Senna Cardoso became the new Brazilian Consul General in Toronto in the last week of June. Cardoso and his wife, artist Solange Escosteguy Cardoso, were welcomed with a party organized by Consul Adelmo Garcia, the Brazil-Canada Chamber of Commerce and by the law firm Heenan Blaikie. Afonso Cardoso will count on his 40 years of experience to serve the biggest Brazilian community in Canada. Before


his posting to Toronto, Cardoso was an ambassador to Angola, a counselor at the Brazilian mission at the United Nations, and first secretary at the Brazilian embassy in Washington.

Brazil may become seventh largest economy in 2011 Brazil may become the seventh largest economy in 2011 according to the Economist Intelligence Unit (EIU), in 2011 Brazil could move ahead of Italy into seventh place in the ranking

Miners to invest

$62 billion in Brazil through 2014 Mining companies will invest a record $62 billion in Brazil through 2014, the country’s mining industry association said on Monday, a larger sum than the previous forecast of $54 billion for the same period. “It’s a new record,” said Paulo Penna, president of the mining group IBRAM that represents private companies in Brazil. New operations that helped boost the previous figure include several small gold mining projects, a new iron pelletizing unit, a vanadium mine and a

copper project. (Reuters)

Vale invests billions in fertilizers Brazilian mining company Vale aims for the second position in the phosphate and potassium market by 2014, producing 23.5 million tons of product. To achieve this it has invested 12 billion US$. (Brasil Economico)

Fast food chain grows after innovating with Brazilian dishes A good idea can guarantee business success. This was the strategy that the fast food chain Giraffa’s has been using since 1981, the year it opened its first restaurant in Brasilia. Careful planning made the group one of the most successful in the food industry in Brazil. There are 319 restaurants in over 23 states in Brazil, more than 6,000 employees and more than $230 million a year in revenue. By the end of 2010, the group will open its first location in the United States. (Sebrae Noticias) DB

Discover Brazil Magazine

Photo by LML

of the largest world economies, with a GDP of US$ 2 billion.

Business Mellohawk Logistics

A successful partnership

Photo by Jose Schuster

By José Francisco Schuster

Canadian Peter Hawkins (left) and Brazilian Arnon Melo: “We call ourselves travel agents for cargo.”


f you try to ship cargo by yourself going directly to an airline office, chances are you will not have a good experience. The staff will have neither the time, nor the patience, to explain all the bureaucratic procedures that you will have to go through, especially if you plan to ship overseas. Worse yet, you will probably get a very expensive estimate. That’s when you find out about the benefits of a logistics provider, who acts as a wholesaler for cargo. They are able to both provide information for first-timers and affordable rates. The logistics provider can forward all the cost advantages by purchasing big payloads on airplanes and ships. “We call ourselves, in short, travel agents for cargo,” explains Arnon Melo, managing director of MELLOHAWK Logistics Inc., along with his Canadian business partner, Peter Hawkins.

Unique customer service Established in Toronto in 2002, MELLOHAWK has found its market niche in offering services which larger companies are not able to provide. Melo knows this as he worked for nine years for a multi-national before deciding to start his own company. “We are smaller so we can offer superb customer service. I know my customers personally, so they are not treated as numbers,” he explains. MELLOHAWK accepts customers even when he knows this will be a one-time business transaction. In some situations, MELLOHAWK is given the sole responsibility and trust for moving a family and their personal belongings to another country that they will see only once. Profit mainly comes from continuous shipments from importers and exporters. “We are able to provide details about how to deal with cargo to and from Brazil because we know what we are saying,” points out the director. One wrong word in a document can lead to customs fines. Actually, MELLOHAWK has a significant role in the improvement of business between the two countries, with the company functioning as

a way into markets and as a point of trust. “Brazil is not the country of 30 years ago anymore,” Melo says. Brazil is responsible today for about 20% of MELLOHAWK’s business, but it could be more if the country’s regulations become more modernized. Growth in customs efficiency in the last few years has lowered the release time of shipments to today’s world standards. Exports Exports from Canada are responsible for 70% of MELLOHAWK’s business, the most important items being electronics, communication equipment and chemicals. To Brazil, TV broadcasting equipment leads the exports. The company also helps Canada import a variety of items, such as, books, furniture and radio cables, with China, of course, as an important source. From Brazil comes steel, coffee, food and fruit. With shipment rates decreasing due to competition among airlines and new larger ships, that are able to carry more containers, dealing with markets abroad is today feasible even for smaller companies. DB




Beer: Brazil’s most beloved drink By Marcio Rollemberg

The passion Brazilians have for beer is reflected in the market. During the first quarter of this year, production of the beverage saw a volume increase of 14%, compared to the same period last year. It’s a business that generates over $15 billion a year in sales, making one wonder why beer hasn’t replaced Cachaça as the most “traditional” drink in Brazil. “We joke that Brazilians love soccer, women and beer. It is part of our culture and Brazil has the knowhow when it comes to marketing,” says Humberto Filho, supervisor at Sindicerv. Beer: exotic flavours The most popular beers in Brazil are Pilsner beers, with a 98% share of the market. Among the most popular brands are Brahma, Skol (the country’s best-seller), Schincariol, Antartica and Kaiser. Ambev has the largest market share


and in 2004, when it merged with Belgium’s Interbrew, it became the world’s largest brewer. Now known as Imbev, the company also owns Canada’s Labatt. Microbreweries have also seen a lot of success in Brazil. There are approximately 100 small beer companies, the majority located in the south, and known for producing craft beers, some of which feature exotic flavours such as cherry and chocolate. A taste for Brazilian beer has spread overseas, and consumers in countries such as Canada, the United States, France, Australia and New Zealand can now find brands such as Brahma on store shelves. This past July, Schincariol participated in a trade show in Toronto, organized by ABBA, a Brazilian food and beverage exporter and importer association, and Apex-Brasil, an agency that promotes Brazilian exports and investment. Schincariol looks for new markets Marcello Berland, International Division Director for Schincariol and Jaime Garcia, Manager of International Business Development for North America, travelled to Canada to promote Schincariol at several events, including the Honda Indy. “Canada is a country where you find communities from all over the world and that has an impact on consumption habits. The beer market is no different, as seen in the different imported beer brands found in the Canadian market,” says Garcia. “At the same time that this fact generates a lot of competition, especially with high quality brands, it also shows an interesting side of the Canadian consumer, which is open to new brands and products.” Schincariol has been negotiating with Canadian companies and has plans to develop its product in Canada this year. Created in 1939, it Discover Brazil Magazine

Photo by freedigitalphotos


achaça, a drink made from sugar cane, might be the traditional drink of Brazil, but anyone who’s been there knows that beer is what Brazilians love the most. Over 10 billion litres of the drink is consumed every year in Brazil, which makes the country the fourth largest market for beer in the world, behind China, the United States and Germany. According to the Brazilian beer association Sindicerv, Brazilians drink up to 44 million litres of beer on a hot day, and with every 5-degree rise in temperature, sales increase by 6 million cans a day.


Photo By Marcio Rollemberg

Brazilian companies at the trade show in Toronto

has its headquarters in the city of Itu, in the state of São Paulo, and sells brands such as Nova Schin, Devassa and the award-winning Eisenbahn. The company exports its products to the United States, Europe, Asia and South America. “We are interested in representing Brazil abroad by participating in the beverage market. We have a dedicated team for this type of operation and a plan to develop business in developing countries and in more mature markets, such as the Canadian one,” said Jaime Garcia. Quality & good price The market share of Brazilian beer in foreign markets has increased this past decade, and the

breweries in Brazil are optimistic about the future. “Brazilian beer has two important characteristics: quality and a good price. That makes a big difference when it comes to exports,” says Raquel de Almeida Salgado, president of ABBA. “Canada offers a profitable market for Brazilian beer. There are so many cultures and different tastes. That is the big advantage of the Canadian market for some Brazilian products such as our beer.” Beer is such a popular part of Brazilian culture that many Brazilian songs make reference to the drink. The best way to describe it for those who have never tried Brazilian beer is by saying that it is always served

Raquel Salgado (left), ABBA’s president and Silvia Pierson, Apex-Brasil’s operations manager

extremely cold, not too strong, not too weak, a perfect balance and always capable of refreshing your whole body with every sip. Wine

or chocolate might be considered the “drink of the gods” for some people, but in Brazil beer holds first place. Always! DB

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Brazil envisions boom in international patients

Photo by Mariana Palha

By Ingrid Coifman

Mariana Palha, co-founder of Medical Travel Brazil, speaks at the first international event on medical tourism in Brazil


onsidered one of the most sought-after informal destinations when it comes to plastic surgery and cosmetic dentistry, Brazil seeks to join the ranks of the leading countries in medical tourism. There are many reasons for this. Endowed with high quality medical expertise, leading-edge technology at hospitals and internationally recognized doctors, the country is as competitive a destination as India or the United States. Brazil offers affordable prices for high-


demand procedures and is beginning to work on a package to attract thousands of foreign patients a year. Main destinations Currently, São Paulo is the main destination for medical tourism, followed by Rio de Janeiro, Salvador and Recife. In 2009, 900 thousand people went to São Paulo to have some kind of medical treatment. Fifty thousand of those people came from the United States, Africa, and South America. The sector, which used to fear the commercialization of healthcare, has been expanding its medical services and at the same time ensuring high ethical and safety standards to international patients. “Our

major challenge was to provoke a behavioral change, bringing together the private and public sectors to promote Brazil as an important part of this global industry,” says Mariana Palha, co-founder of Medical Travel Brazil, a company focused on promoting the sector in Brazil. Strategic to boost medical tourism Having as its initial goal to reach out to foreign patients, the company, in partnership with the Medical Association of São Paulo, as well as hospital representatives and organizations such as the Health Ministry, Embratur and the Tourism Ministry, has been developing a strategic plan to boost the sector over the next few years.

Discover Brazil Magazine

Business International hospitals

How much does it cost?




Dental implants




Lasik eye surgery




Tummy tuck





One of the first accomplishments of the plan was the creation of the Brazilian Health Tourism Association, which, amongst other responsibilities, will be in charge of establishing rules for international patients to undergo surgery in Brazil. Another important step, according to Mariana, will be the finalization of a detailed and updated report to map out the sector in the country. “Not so long ago patients searched Google and made a travel guide themselves. We are working to change this scenario and create a website full of information in English. Our sector has invested heavily to offer support even before the patient’s arrival at the airport,” says Palha. Cost & quality According to the Tourism Ministry, in the last three years Brazil hosted 180 thousand foreign patients. This number has only increased since that time. The Brazilian promotion strategy overseas will not focus on low cost as the defining point, but on the quality of the professionals and the technology (even though the country offers affordable

prices for most procedures at the moment; see comparative box: How Much Does It Cost?). For a Canadian patient, for example, one of the greatest advantages of the private Brazilian medical system might be the possibility of skipping long waiting lists in the Canadian health system. For Americans, going to Brazil would represent lower costs and a higher quality of service. According to Medical Travel, there are about 47 million people without health insurance in the United States and the costs of the American health system increase 6% a year. India has capitalized on its low costs and doctors fluent in English (many obtain degrees in the United States), as well as the technology in its hospitals. But, according to Marina Palha, the bulk of medical tourists come mostly from Asia and Eastern Europe. The Latin American market is still one of the biggest targets for Brazil due to the close geographic proximity. Portuguese and African patients prefer to travel to Brazil because they share the Portuguese language.

Another step in the development of medical tourism in Brazil is the registration of its hospitals in the international health system. São Paulo, known for being the “Latin American Medical Centre” has five of its hospitals - Albert Einstein, Sirio-Libanes, Hcor, Osvaldo Cruz and o Samaritano - registered with the International Joint Commission, and has invested in units totally dedicated to international patient support. Last year, Sirio-Libanes hospital received 2,190 foreign patients, almost 30% more than in 2008. São Paulo has 105 private and public hospitals, more than 9,000 clinics with more than 50 specialties, as well as hundreds of laboratories and dozens of spas, according to Veja magazine. Hospitals located in other Brazilian capitals, such as Belo Horizonte, Recife and Rio de Janeiro will soon become part of this system, investing millions of reais (Brazil’s currency) in expansion projects. This is an important investment that will prioritize the sector and add more hospitals that are recognized worldwide for their quality.

VIP Support To keep growing, the Brazilian medical tourism sector has to be familiar with the English language. Brazilian doctors have been pursuing many specializations overseas. The difficulty at the moment is to offer better support for foreign patients, something that involves many segments of the tourism sector, from the cab driver to the hotel receptionist. Some concierge companies have been created, but the demand for personal service is huge. They are responsible for specialized companionship and patient security during the trip. Some services include treats such as personal laptop, local cell phone, transportation, hotel reservations as well as interpreters. Prime , which has been providing this service since 2006, even offers entertainment activities, such as concert tickets, provided the patient’s doctor gives the ok. According to Medical Travel, this type of service is extremely important for the patient’s well-being. “There are many partnership possibilities between companies and health institutions located in many countries. We are ready to deal with the demand in the

orthopedic, weight-loss and cardiology fields, amongst other specialties,” says the Medical Travel co-founder. DB



With 11 million people, the Brazilian city of São Paulo offers a multiplicity of attractions.

Many cities in one By Rosana Dias Lancsarics


magine the cities of Toronto, Montreal, Vancouver and Ottawa combined into one, and you will have a sense of the magnitude of São Paulo.

This Brazilian city is one of the largest in the world and is the main financial and


entertainment hub of South America.

São Paulo: A melting pot

Distinctly multicultural, São Paulo offers an enormously diverse gastronomy and shopping.

São Paulo, which was founded on January 25, 1554 when a group of Portuguese Jesuit priests travelled up Serra do Mar Mountain in search of a place to catechize the Indians, has opened its arms to more than 70 different nationalities. It possesses the largest concentration of Japanese and Portuguese people outside of Japan and

As the gateway city to Brazil, it also plays host to thousands of business events, as well as numerous sporting and cultural events every year. It offers something for every taste.

Discover Brazil Magazine

Photos by SPTuris/ Marcos Hirakawa


Special Report

Photos by SPTuris/Caio Pimenta

Portugal. As well, it is home to one of the largest Italian and Lebanese populations outside of their countries of origin. These immigrants, along with many native Brazilians, are drawn to São Paulo in the hope of finding employment opportunities and a new life. “São Paulo is a big and unique cultural melting pot, where everybody interacts with the other, regardless of race, creed or religion”, says Tasso Gadzanis, president of São Paulo Turismo - SP Turis. Echoing these sentiments, São Paulo native Erica Ribeiro, who has been living in Vancouver for the past three years, says: “São Paulo teaches us to

respect and value people, regardless of race, creed or religion. This city shows that differences can be interesting many times and that we can learn something from it.” She adds: “it is similar to the spirit of those who chose Canada as his/her new land.” Gastronomy: 52 different types of cuisines Being home to such a wealth of cultures, it is not surprising that one of the city’s main attractions is its gastronomy, with 52 different types of cuisines available. The Municipal Market, located in the downtown core, is a festival of colours, fruits and thick

A typical São Paulo meal (Virado `a paulista): rice, kale, fried banana, eggs and beans


Special Report

S達o Paulo Paulista Avenue:

Photo by Marcos Hirakawa

A hub for business


Discover Brazil Magazine

Special Report salami sandwiches, typical of the area. Would you like to go to São Paulo and eat like a paulistano (inhabitant of São Paulo City)? Then order a pizza, an Italian creation adopted and slightly modified by the city. Nowadays there are 1,500 pizzerias and pizza is included in the majority of Sunday dinner menus. Transportation Transportation in a city with a population of 11 million – 20 million including the municipalities— is a challenge. Situated 90 kms from the coast; São Paulo offers travel by both land and air. In addition to a modern subway system, the Metro, which is used annually by over one billion people, the city also employs 30,000 taxis—10,000 more than in London, England. As well, 200 heliports and the world’s second largest fleet of 500 helicopters offer an express ride, and a view above the streets.

Brazilian Fruit: unforgettable flavour, texture and aroma

Photos by SPTuris/Caio Pimenta/Jose Cordeiro

Campaign to attract more tourists Tourism is important to the city. In an interview with Discover Brazil (see page 22) Gadzanis outlines the city’s plans to attract more visitors, by highlighting events such as the São Paulo Fashion Week, which is held twice a year; or the International Book Bienal (Bienal Internacional do Livro); and the Gay Pride Parade, which is the world’s biggest. There are also well known sporting events such as Formula 1 Brazilian Grand Prix; the Formula Indy; and the São Paulo São Silvestre Marathon, which attracts thousands of visitors to the city. Also worth a visit is the Soccer Museum (Museu do Futebol). Another aspect of the Municipal City Plan (Plano Municipal de Turismo) is an international advertising campaign which will show the city as a place “where everybody meets and everything happens”.

Virada Cultural Paulista: 24 hours of music, film, theatre, circus and many other activities.

There is also a project that will expand hotel availability, at present the largest in Latin America, from the current 42,000 to 46,000 rooms by 2011. São Paulo’s 410 hotels range from the largest international chains such as Hilton, Hyatt and Sheraton to sophisticated boutique-hotels such as Emiliano, Fasano and Unique. However, there are many other options with different prices and locations. The city had a total of 11.3 million tourists in 2009, of which 1.6 million were foreigners. “Canadians rank 18th on the list of foreigners who visited São Paulo in 2009, and they are most welcome to our city”, says Luis Sales, director of

The Gay Pride Parade in São Paulo is one of the largest events of its kind in the world


Special Report

The Octavio Frias de Oliveira bridge in São Paulo crosses the Rio Pinheiros

Now the city is getting ready for another great project, to be the headquarters of the 2014 World Cup. The city of São Paulo has an ambitious plan to prepare the city for 2014, when it will be one of the host cities of the World Cup. Being the country’s main gateway city, São Paulo is readying itself with a 24 billion CAD investment in a project called “São Paulo Copa 2014” (São Paulo 2014 World Cup). With a focus on mobility, there are 19 large urban redesign projects planned, as well as expansion and improvements to the bus and subway network. Tourism and Entertainment of SP Turis. This number keeps growing. Last year Canadians made up 2.6% of foreign visitors, an increase of almost 10% from the previous year. According to the Associação Brasileira de Infraestrutura e Indústria de Base (Brazilian Association of Infrastructure and Key Industries) (Abdib), 40 billion Euros, will be spent on infrastructure; renovating stadiums and enlarging airports. This amount represents both public and private investments in the country, and will greatly accelerate the country’s economy. According to estimates of SPTuris’ Observatório de Turismo da Cidade de São Paulo (SPTuris’ City of São Paulo Tourism Research and Survey Dept), the number of tourists will increase to 15 million a year with the World Cup in São Paulo, from the 11.3 million visitors the city had in 2009.


Our goal is to finalize the Plano Municipal de Turismo (Municipal City Plan) by 2014, and ready the city to play an impressive role during the World Cup from a tourism point of view”, says Luiz Sales from SP Turis. This is another reason to include the city of São Paulo in your next trip itinerary. DB For fun and business A portrait of São Paulo in figures 600,000 industries 79 shopping centres 240,000 stores 160 theatres 260 movie theatres 110 museums 410 hotels 12,500 restaurants

67 parks 90,000 business fairs and events per year 100 financial institutions 20 exhibition and fair centres Source: SP Turis

SP Fashion Week São Paulo is the most important fashion show in Latin America Discover Brazil Magazine

Photos by SPTuris/Rubens Chiri/Jose Cordeiro

2014 forecast

Special Report


A place where everything happens By Rosana Dias Lancsarics

Photos by Jose Cordeiro


he goal of SPTuris’ president Tasso Gadzanis is to attract 15 million tourists to São Paulo in 2014, the year of the World Cup. In a few months time, an international advertising campaign will begin to promote this city of 11 million people as a place where “everything happens and everybody meets”.

capacity in South America. With the increase we have been seeing in tourists, and aiming for a goal of a 2.73% increase compared to last year, we hope to reach 46,000 rooms by the end of 2011. DB: What makes São Paulo stand out in terms of unique attractions and diversity when compared to other large cities such as Tokyo and New York?

Tasso Gadzanis: São Paulo is influenced by more than 70 different cultures, which coexist in harmony and are not confined to any ghettos, unlike any other large metropolis DB: What has the City of São Paulo, in the world. This welcoming trait makes São through SP Turis, the São Paulo Municipal Paulo a big and unique cultural melting pot, Tourism Board, done to attract more where everybody interacts with the other, visitors? regardless of race, creed or religion. Tasso Gadzanis: We are focusing on the most important events such as the Gay Pride Parade, Formula 1 and Formula Indy among them, which project the image of São Paulo to the world. Besides, we are in the process of finalizing a video produced by 02 Filmes, Fernando Meirelles’ company. This video lasts initially one minute and will be exhibited abroad and in Brazil. The script aims to show São Paulo as a place where everybody meets and everything happens.

DB: Has it been clarified whether São Paulo will be the headquarters of the 2014 World Cup? If yes, what will this event mean for this city?

Tasso Gadzanis: São Paulo is one of the 12 selected cities. We still do not know if it will host the opening game. The World Cup, with a network of 240 countries, 500 TV stations as well as almost 30 billion spectators, represents a large touristic window for the city. Besides that, São Paulo should welcome DB: The city had more than 11 million 500,000 more visitors. tourists last year. What is the goal for the next few years? DB: Are there any enterprises specifically Tasso Gadzanis: The city has 410 hotels at connected to Canada? present with a total of 42,000 rooms, the largest

Tasso Gadzanis, president of SP Turis

Tasso Gadzanis: We have been developing programs with embassies and consulates to prepare material to promote tourism with points of interest specific to each nation. We hope to finalize this partnership with Canadian representatives in São Paulo next year. DB: What important message would you give to a Canadian tourist? Tasso Gadzanis: If you are interested in culture and entertainment São Paulo is the place to be. There you will find Brazilian culture influenced by the diverse immigrants who built the city. DB

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XXI World Energy Congress

Brazil: 4th largest energy producer in the world By Camila Novais

Photo by Jorge Saenz

Itaipu dam: The world’s second largest hydroelectric power producer


etween September 12th and 16th, Montreal was the energy capital of the world. During this period the city hosted the XXI World Energy Congress, one of the most important events in the international energy schedule, dealing with important matters such as natural resource preservation and economic growth. The numbers show exactly how relevant the congress was. About 3500 people participated in the event, which involved both private and public companies, as well as researchers in the field who came from 54 countries. Brazil sent 45 representatives.


There is a reason behind the strong Brazilian presence: currently Brazil enjoys a privileged position in the energy field. According to the rankings presented last year by the consulting company, PFC Energy, Petrobras is the 4th largest energy producer in the world (see box). However, Brazil doesn’t just stand out for its fossil fuel production. According to a report published recently by the Institute of Applied Economics, around 46% of all energy consumed in the country comes from renewable sources; from natural resources such as the sun, wind, rain and tides, which are naturally replenished. With respect to renewable energy sources, Brazil stands out internationally for the production of biofuels, which are less aggressive than oil in releasing toxic gases into the atmosphere. Thanks to ethanol (alcohol) production, biofuel produced from sugar cane, which has

been used in Brazil since 1970, the sales of dual-fuel cars (which run on either gasoline or alcohol) have increased in the country. WEC: energy congress Today the main energy source in Brazil is hydroelectric, accounting for 90% of the electricity supply in the country. Itaipu, the largest power station in the world, is located at the Brazil-Paraguay border. In 2008, a record high of 94.68 billion kilowatt-hours (kWh) was reached in power generation. According to Antonio Cardoso, who represented the hydroelectric power station at the XXI World Energy Congress (WEC), the most important thing in an event such as the WEC is the “possibility of finding new ways to produce and use energy in its different aspects in a rational and moderate manner.”

Discover Brazil Magazine

Business Lack of engineers

The largest energy companies in the world:

Rank position 1 2 3 4 5

Company name

Market Cap ($US Bil.)








BHP Billiton






Royal Dutch Shell



Fonte: Bloomberg, PFC Energy estimates as of 12/31/2009

Five days of discussion at the XXI WEC illustrated Brazil’s position as one of the powerhouse countries in the energy field. According to Ildo Santana from Grupo Promac, new hydroelectric and thermoelectric power stations and a nuclear centre in Rio de Janeiro have given Brazil an important role in international discussions. “The country’s development has been so successful that we have a lack of engineers for these projects.” The Brazilian example in the energy field was communicated at the event by Robson Schiefler, a representative of the Energy Paranaense Company. In his presentation entitled “The power of uncertainty”, the engineer talked about the necessity for growth in developing countries when it comes to the search for more sustainable solutions.

Even though hydro-electricity still predominates in Brazil, its percentage might decrease in the next few years, once a local movement that focuses on energy diversification develops. “We have improved the debate regarding clean energy sources (no pollutants), by discussing the regulation and commercialization of development tools that come from those sources, to make them more attractive to consumers, and to lead to more investor interest in this type of market,” said Leonardo Calabro, a member of the administration council of the Chamber of Electric Energy Trade. Brazil: oil exporter As stated by Petrobras’s president José Lima de Andrade Neto, Brazil is now in an absolutely “comfortable situation.” Part of this comfort, according to Neto, comes from recent discoveries by the Brazilian company, Petrobras. In 2006, when the pre-salt layer (which contains significant volumes of oil and natural gas) was developed in the southeast and southern regions of the country, Brazil went from being an importer of oil to an oil exporter. Additionally, Neto mentioned the Brazilian experience of more than 30 years with biolfuel production, especially ethanol. The government of Brazil is focusing on making the addition of 5% biofuel content to all diesel fuel consumed in the country mandatory, from 2013 onward.

Adriana Barbosa, National Centre for Small Hydropower representative

Optimistic, Schiefler believes “the Brazilian experience can be reproduced in many other countries.” This exchange of experiences, especially regarding regulations and financing policies, also meant a lot to Adriana Barbosa, a National Centre for Small Hydropower representative at the congress. According to Barbosa, the scientific cooperation formed in 2003 between four Brazilian institutions of higher education (Instituto Militar de Engenharia, Universidade Federal de Brasilia, Universidade Federal de Itajuba and the Universidade Federal do Para) and two Canadian universities (Université Laval and Dalhousie University) for solutions the production and use of energy has been very significant for both countries. DB


Photo by LML


The Sugar Cane Industry Union has been supplying ethanol to Formula Indy since 2009. Apex Brasil is one of the sponsors


Brazilian ethanol boom By JĂşlio Santos


rom the outstanding national cars to the powerful rally cars and high-speed Formula Indy cars ethanol has attained global recognition.


Discover Brazil Magazine

Business Brazilian biofuel, besides being an efficient energy alternative, has another important characteristic in terms of environmental impact and climate change: greenhouse gas reduction. According to the Energy Research Company (Empresa de Pesquisa Energetica – EPE), in 2009 production reached 26.1 billion litres of alcohol made from sugar cane. Other countries have used corn (the United States and China), beets (the European Union), manioc, wheat or grapes as raw material.

(Associacao Nactional dos Fabricantes de Veiculos Automotores – Anfavea) estimates that the Brazilian vehicle fleet, at 24.8 million simple vehicles (excluding the diesel category), has 56% running on gas, 37.2% flex fuel and 5.9% running on ethanol. Of 3.07 million units sold in 2009, 78.8% were used for passenger vehicles. Of this total, 95.4% were flex fuel. “The use of biofuel in the national energy network provides an important

Pro-alcohol: a reaction to the oil crisis The Alcohol National Program (Pro-Alcohol) came about as a reaction to the oil crisis. The program was created in November 1975 to stimulate ethanol production, to supply the domestic and foreign market and also fuel for cars. The program went through many phases. In its first 25 years it produced about 5.6 million hydrated alcohol vehicles. The addition of an alcohol portion into pure gas used by a fleet of more than 10 million cars was another result. Thus, it was possible to avoid the emission of 110 million tonnes of carbon, the import of about 550 million barrels of oil, and obtain a total savings of around $11.5 billion. Brazilian Ethanol In Brazil, it is used as automotive fuel in two varieties: hydrated alcohol (in alcohol cars or flex fuel) and anhydrous alcohol (added to gas at a rate of 25%). The National Automotive Vehicle Manufacturers Association

The Brazilian ethanol experiment has been in the making for the last 35 years greenhouse effect reduction,” emphasizes the EPE’s document “Biofuel Conjuncture Analyses”from January 2009 to March 2010. Petrobras Playing an important role in Pro-Alcohol’s

success in the 1970s, Petrobras is the leader in ethanol delivery in Brazil, with more than 40% of the market. Due to the increase in the value of ethanol in the last few years, other economic groups entered the market, helping to modernize the Brazilian sucrose sector (now numbering around 450 factories). The list of players includes companies such as ETH Bionergia, Brecon, Cosan, Shell and Bunge. Despite controversies such as disputes over sugarcane lands and trade issues, Brazilian ethanol continues to make progress internationally. In February, the Environmental Protection Agency in the U.S. classified sugarcanederived ethanol as an advanced biofuel, meaning a biofuel which reduces greenhouse gas emissions by at least 50% compared to traditional fossil fuels. Apex Brasil While barriers in international trade still exist, in the sporting world ethanol is accelerating fast. The Sugar Cane Industry Union has, since 2009, supplied ethanol to Formula Indy. Apex-Brasil, a Brazilian trade and promotion agency connected to the Brazilian Development, Industry and International Trade Ministry, is one of the sponsors. The racetrack has become a channel for promoting ethane exports. In 2009, it generated $210 million CAD in business deals. This year, ethanol fuel was used on some cars that participated in the 18th Rally dos Sertoes, a Brazilian event that featured ethanol-fueled vehicles for the first time. DB




Taste of Brazil is the space dedicated to promote Brazilian culture 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.


A Canadian view of Brazil By Leila Monteiro Lins

“It is a view from a Canadian artist of things that Brazilians might take for granted. I hope that through my view they see another aspect of their lives and different angles of their cities.”

Photo by LML

Chris Harrison: a Canadian photographer discovers Brazil


ix months were enough to make Canadian photographer Chris Harrison fall in love with Brazil. In this edition of Discover Brazil, he shows contrasts of different spaces through the pictures he brought back.

Chris Harrison

São Paulo


Discover Brazil Magazine

Photos by Chris Harrison

“One of my favourite photos of the city I took from the rooftop looking down onto a street. The classic “fusca” parked at the curb beside a telephonic phone which is in use.”


São Paulo “São Paulo City is very densely populated with people and buildings. In many parts of the city I would look up to study the architecture above the city streets.”

Photos by Chris Harrison



“ After high tide people return to swim at Praia da Barra. As I stood at the top of the stairs this woman walked across the sand leaving the first footsteps of the afternoon.”

“It was taken from the sea wall in Porto da Barra, Salvador. The many children who live in the neighbourhood quite often perform for the camera. The English fort can be seen in the background.”

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Brazil on the big screen

Brazilian film festivals around the world By Marcio Rollemberg


hen Fernando Meirelles directed City of God (Cidade de Deus), released worldwide in 2003, he had no idea that the movie would receive four Academy Award nominations, including one for best director. The film, listed by Time Magazine as one of the best 100 movies of all time, depicts organized crime in a Rio de Janeiro slum and has become a great example of just how successful the Brazilian film industry can be. However, the industry’s success story began well before that.

Brazil film festivals Many Brazilian productions, including documentaries and short movies, have been promoted in countries such as Canada, the United States, France, Japan, Israel and England by Brazilian movie festivals. “We want to bring our culture to countries that don’t know us so well,” says Katia Adler, who promotes the Brazil Film Fest in Toronto, Montreal and Paris. “The cinema is magic and through images we can show a bit of our country.” The Brazil Film Fest will take place in Toronto from October 21st to 24th and in Montreal from November 26th to December 2nd. Approximately 10 films will be presented, such as the awardwinning Blue Eyes (Olhos Azuis) by Jose Jofilly and Time of Fear (Salve Geral) by Sergio Rezende. Another important Brazilian film festival occurred in September in Toronto. The

Brazil Film Fest 2010 When: October 21-24, 2010 Where: The Royal 608 College St., Toronto

BRAFFT – Brazilian Film & TV Festival of Toronto – presented movies such as Lula, The Son of Brazil (Lula, o Filho do Brasil), the life story of Brazil’s president and The Story of Me (O Cantador de Historias). “North America is looking for good films and good stories and we do have both,” says Barbara de La Fuente, the festival’s executive producer. “The future has an eye on co-productions, and when we bring Brazilian films to North America and introduce the directors to this industry we open the doors to this market and co-production opportunities.” DB

Film industry In 1962, The Given Word (O Pagador de Promessas), won the Palme d’Or at the Cannes Film Festival and one year later received an Academy Award nomination for Best Foreign Language Film. Movies such as Antonio das Mortes (O Dragao da Maldade Contra o Santo Guerreiro, 1969) and Dona Flor and Her Two Husbands (Dona Flor e Seus Dois Maridos, 1976) were both highly successful at the box office in Brazil. In 1996 when O Quatrilho (O Quatrilho) was nominated for Best Foreign Language Film at the Academy Awards, the Brazilian film industry entered a new phase, making Brazilians proud of their own movies. The theatres in Brazil, which used to play only Hollywood productions, started playing national films more often and movies such as Four Days in September (O Que E Isso Companheiro?, 1997), Central Station (Central do Brasil, 1998) and more recently Elite Squad (Tropa de Elite, 2007) received attention from both the international media and movie goers worldwide.


The film Besouro by director João Tikhomiroff will open the Brazil Film Fest in October 21st.

Discover Brazil Magazine



Discover Brazil Magazine

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