Embratur launches “Brazil: an emotional and cultural powerhouse” campaign

Embratur’s Soft Power campaign promotes Brazil abroad as a global symbol of culture, emotion and hospitality.

Brazil is more than a destination — it’s a state of mind. With this concept, Embratur launched its Soft Power Campaign, created by agency Calia, to position the country as an emotional and cultural powerhouse on the global stage. The campaign will run in seven countries — the United Kingdom, United States, China, Germany, the Netherlands, France and Canada — highlighting Brazil’s authenticity, creativity and warmth.

Brazilian soft power: natural, vibrant and irresistible

Brazil’s soft power lies in its music, dance, food and way of life. It’s in the samba, the bossa nova, the capoeira that blends martial art and performance, the festivals that turn streets into celebrations, and the cuisine that combines flavors and memories. Beyond its breathtaking landscapes, Brazil’s true strength is its human energy — welcoming, joyful and alive.

According to Embratur, the campaign emphasizes that Brazil’s greatest asset is the warmth and hospitality of its people — a magnetic force that connects emotionally with the world.

Brazil Core: our authentic essence

In 2025, Brazil stood out globally in the pillars of Culture and Heritage, Sports and as a nation of friendly, vibrant people. These elements define the campaign’s key visual, represented through six powerful images that capture the feeling of being in Brazil.

Beyond tourism, the Soft Power Campaign is also part of Brazil’s nation-brand strategy, promoting the country as a source of authentic, high-quality products and services — from cachaça and cacao to fashion, coffee, açaí and national cinema. It integrates tourism, culture and the creative economy to boost Brazil’s presence on the global stage.

International launch

The campaign was unveiled on November 4 at WTM London, one of the world’s leading tourism fairs. Running for one month, it includes outdoor and digital media in all seven countries, on-site activations and a main 1-minute film alongside five 20-second videos focused on segments such as gastronomy, sports and culture.

Watch the film: https://youtu.be/VGKrCu4xe0I