Anyone who lives in China realizes something that many Brazilians still don’t see clearly: Brazil has a much greater strength of image than you imagine. And Neymar is one of the most visible bridges in this relationship. The person who tells this is Theo Paul Santana, a specialist in China/Brazil business who has lived in the Asian country for 15 years.
“On my recent trips to cities like Shanghai, Beijing and Guangzhou, it was common to find Neymar’s image in advertisements, digital campaigns, urban screens, apps and brand activations. He is no longer just a football player. For many Chinese consumers, Neymar has become a recognizable symbol of Brazil, says the founder of the Destino China platform.
Santana explains that, when a Chinese brand uses Neymar in a campaign, it is not just using the figure of an athlete. She is associating her product with attributes that Chinese consumers connect with Brazil: football, joy, youth, energy, lifestyle, popular culture and entertainment.
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“This is a clear example of ‘soft power’. The ability of a country to influence markets through culture, reputation and emotional identification”, he comments.
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The opportunity for Brazilian companies, according to the expert, lies precisely in transforming this asset into a commercial strategy. “The most common mistake is trying to sell just the product. In China, narrative, identity and cultural context are as important as the product itself”, he explains
The 2026 World Cup, according to Santana, creates a rare opportunity. This is because, during the tournament, millions of Chinese will be consuming football-related content.
“Brazilian companies can take advantage of this attention to reinforce the Brazilian identity in their brands, work on storytelling, use local platforms such as Douyin, Xiaohongshu, WeChat and Weibo and create emotional connections with the Chinese consumer. Brazil already has recognition. The challenge now is to transform this visibility into positioning and business.”
