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 Value-Added Tax
 Brazil’s VAT is levied at different rates depending on the jurisdiction, but averages 18 percent in São Paulo.
VAT in Brazil is typically only charged on permanent imports, so check with your exhibit house or international shipping company for information on exemptions and refund policies.
 Music Rights
Little attention is paid to royalty rights in São Paulo. Still, it is best to check with show management about any music, live performances, or DJs you plan to have in your booth to make sure you aren’t inadvertently breaching show guidelines.
 Garbage
The local exhibit halls typically employ workers who remove debris during installation and dismantle (I&D), and any fees are included in the overall cost of your booth space.
Daily trash service can be ordered from show management or contracted separately if necessary.
Exhibit builders typically charge a flat fee for booth disposal. The price varies depending on materials and booth size.
 Smoking
Smoking is common in São Paulo. Exhibitors should have ash trays available in their booths.
 Voltage
Exhibition centers in São Paulo use 110 V and 220 V.
Typical Brazilian electrical plugs have two circular prongs or two
vertical blades like U.S. plugs. But in order to be on the safe side, exhibitors should bring adaptors in case the U.S.-style outlets are not available at the convention center or trade show venue.
 Cell Phones
GSM triband
and 3G phones should work in Brazil.
Temporary phones
can be rented, but it is
usually cheaper to buy a new cell and SIM card from a Brazilian company.
 Emergency Help
Emergency: dial 192
Fire: dial 193
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 Hospitality
In-booth hospitality is common, especially in larger exhibits, which often feature bars with seating areas, high bistro tables with stools, or lounge areas.
Snacks are typically served in booths. Commonly served snacks range from chips, nuts, and small candies in smaller booths to sandwiches, hors d’oeuvres, and desserts in larger booths.
Commonly served beverages include coffee, sodas, tea, and water. Alcohol is also common, as many exhibitors serve beer, wine, and whisky in their booths. No special permits are required to serve alcohol to attendees on the trade show floor.
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Venues and Resources
Parque Anhembi:
www.anhembi.com.br
Expo Center Norte: www.centernorte.com.br
Transamerica Expo Center: www.transamerica
expo.com.br
Frei Caneca Convention Center: www.convencoes freicaneca.com.br
ITM Expo Center:
www.itmexpo.com.br
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General Facts and Tips
Don’t wear green and yellow together. Brazilians consider it rude for foreigners to wear the colors of their national flag.
Don’t refer to the United States as America; Brazilians consider themselves Americans as well.
Brazil’s free-spirit attitude can be reflected in its work ethic. If you’re using local labor for booth construction, allow plenty of time and on-site supervision.
Dinner is usually eaten late by U.S. standards, beginning at 8 p.m. It also tends to last longer than in the United States, and can take up to a few hours.
Shipping items to Brazil can often be difficult and expensive. Read customs standards carefully, and allow extra time for packages to go through customs.
Air conditioning is usually provided in the exhibit hall. If not, you may have to provide your own air-conditioning units or small fans.
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Installation and Dismantle
There are no I&D union rules in Brazil, so labor is generally cheap. However, the quality of labor can vary greatly, so you should make arrangements through an exhibit house if possible. Otherwise, try to locate an international supplier that has local partners and can help you find reliable workers.
Most labor is contracted for the whole project, rather than per hour. Work hours vary greatly and crews often work late into the night.
Foreigners cannot work in Brazil without a visa, so you must employ Brazilians who have a signed contract with the exhibitor, the stand builder, or a work agency.
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Safety
Fire marshals and venue personnel are responsible for enforcing all safety rules and regulations.
Double-deck exhibits must be approved prior to the show. Check your exhibitor guide for deadlines.
Safety regulations are not as strictly enforced in Brazil, so exhibit designs that would be acceptable in the United States should easily pass Brazilian inspections.
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Language
While the official language of Brazil is
Portuguese — specifically the Brazilian
version of Portuguese — trade show
attendees in São Paulo will likely speak
one or more of the following three
languages: Portuguese, Spanish, or
English. Exhibitors should have translators on staff who can speak all
three languages fluently.
There is a reasonable supply of
qualified translators in São Paulo if
you are unable to bring your own.
The signage, graphics, and
collateral literature in your exhibit
should be printed in both Spanish
and in Portuguese.
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 Greetings
Handshakes are common, along with greetings such as "Tudo bem?" ("Is everything fine?"), "Como Vai?" ("How are you?"), or "Oi," ("Hello").
Don’t use the American "OK" gesture (thumb and index finger formed into a circle, other fingers extended). This is the equivalent of gesturing with the middle finger in the United States, and is considered extremely offensive in Brazil.
You will be expected to shake hands with everyone in a group both when saying hello and when saying goodbye.
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Staff Attire
Business suits are appropriate for both men and women.
Some women wear knee-length skirts paired with otherwise professional business suit-type outfits.
There are no social or cultural stigmas in Brazil against tattoos or body piercings. |
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SOURCES:
Karen Arndt, managing director, Uniplan Shanghai Co. Ltd., Shanghai, China; Justin August, project manager, Sakura International Inc., Tokyo, Japan; Michael B. Boone, director of international business, Coastal International Inc., Antioch, TN; Robert C. Campbell, vice president, Uniplan GmbH & Co. KG, Basel, Switzerland;
Christopher Dorn, president, Idea International Inc., Tokyo, Japan; Isaac Chan, general manager, Uniplan Shanghai Co. Ltd., Shanghai, China; Ben Einer, vice president of international, EWI Worldwide Inc., Shanghai, China; Jeffrey S. Hannah, president, Nuance International Inc., Lawrenceville, GA; Isabel Lorenzo, business director, Octaplan Arquitetura E Promogoes Ltda., Rio De Janeiro, Brazil; Kerstin Mulfinger, architect, Burkhardt Leitner Constructiv Inc., Toronto, Canada; Gino Pellegrini, president, Inter-Global Exhibitions, Denver, CO; Nicolas Piontkowitz, marketing and public relations, Bachmann Kern & Partner Architektur Design, Solingen, Germany; Holly Seese, global marketing communications manager, Celanese Corp., Dallas, TX; Jeannine K. Swan, owner and president, Global Exhibit Management, Fort Worth, TX; Danielle Xu, managing director of Asia Pacific, EWI Worldwide Inc., Shanghai, China
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