Brazil: Scoring with Style

When you think of Brazilians, don't you get the image that they show significantly more skin compared to Japanese people? In fact, that's exactly the case.

Their beloved beaches. Take February, for example—Carnival season. In such places, people of all ages and genders freely show off their bodies, as if saying, "Look at me!" Honestly, in this environment, I hesitate to show my flabby figure to others. I tried to console myself thinking, "It must be the difference in genes between Japanese and Brazilians," but then I realized there's their unstinting effort behind it.

For Japanese people, the first solution that comes to mind in such situations is "dieting." We focus on achieving an "ideal slim figure," watching what we eat, and figuring out how to shed the fat we've gained—essentially trying to get back to zero. Brazilians are different. Their goal isn't just "losing weight"; it's "building a body to show off." Both men and women want others to see them. That's why they don't compromise.

Brazil boasts the world's second-highest number of sports gyms. Many of our young employees also go to the gym during their lunch break to work out. Many go 4-5 times a week. Both men and women are stoic (they don't give up after three days). On holidays, while young families play leisurely with their children in parks, many others run alongside them or use the park's exercise equipment for strength training. Popular female celebrities flaunt their impressive six-pack abs in Instagram selfies, showcasing power and curves far removed from Japanese idol talents.

Until recently, people exercised primarily to enhance their appearance. As fitness has steadily become ingrained in the culture, people have gained even greater benefits. According to specialists, Brazilians in their 50s now enjoy the same level of health as those in their 30s did in the past. Even amid significant economic downturns, the health and beauty sector continues to grow steadily.

A sexy body isn't built in a day. When that effort truly takes root, it possesses the power to advance culture, the economy, and people's lives. Now, in the year of the Rio Olympics, before we think about 2020, why not travel to the other side of the globe to feel the cheerful, captivating energy of Brazilians?

(Supervised by Dentsu Inc. Global Business Center)