São Paulo has the most varied and largest population in Brazil: around three million immigrants of 70 nationalities. The state is heavily focused on business and has plenty of cultural features, especially in the capital, the financial heart of Brazil and South America’s most populated metropolis.

MASP (São Paulo Art Museum), the Pinacoteca do Estado and the Latin America Memorial are just a few of the city’s cultural highlights. As it is known locally, Sampa also has plenty of parks, such as the Ibirapuera, diverse markets dotted about its neighbourhoods, and nightlife seven nights a week.

The people of São Paulo, Brazil, reflect the vibrant diversity and dynamic energy of one of the world’s largest and most cosmopolitan cities. With a population exceeding 12 million in the city alone and over 45 million in the entire state, São Paulo is a melting pot of cultures, ethnicities, and backgrounds.

Paulistanos, as residents of São Paulo are known, come from all corners of Brazil and the world, creating a rich tapestry of traditions, languages, and customs. From the descendants of European immigrants who settled in São Paulo during the late 19th and early 20th centuries to the influx of migrants from other Brazilian states seeking economic opportunities, the city’s population reflects Brazil’s diverse heritage and history of migration.

São Paulo’s residents are known for their resilience, entrepreneurial spirit, and hustle. The city’s bustling streets, lively markets, and thriving business districts epitomize the fast-paced urban lifestyle that defines São Paulo. Whether working in finance, technology, fashion, or the arts, Paulistanos are driven by ambition and a relentless pursuit of success.

Despite the frenetic pace of life, São Paulo’s people also value community, connection, and cultural expression. Neighborhoods like Vila Madalena and Liberdade are vibrant hubs of creativity and diversity, where residents gather to celebrate art, music, food, and festivals. From samba and bossa nova to street art and gastronomy, São Paulo offers a kaleidoscope of cultural experiences that reflect the city’s eclectic spirit.

São Paulo’s residents are also known for their passion for football. The city is home to some of Brazil’s most storied football clubs, such as Corinthians, Palmeiras, and São Paulo FC. Football is more than just a sport in São Paulo; it’s a way of life that brings people together, fosters camaraderie, and ignites fierce rivalries.

Ultimately, the people of São Paulo embody the city’s motto: Non duco (“I am not led, I lead”). With their resilience, diversity, and determination, Paulistanos shaped São Paulo into a global metropolis with life, opportunity, and endless possibilities.