Are Brazilians still football obsessed? And are big bums still the beauty standard? In our 2014 / 15 cultural snapshot of Brazil, we demystify cultural myths, shed light on the country’s economic outlook, and explore the emerging and established trends across eleven sectors.

New shopping malls and a young population with sophisticated shopping tastes are helping make Brazil one of the world's most profitable luxury markets. But the recent economic downturn means optimism is ebbing. Does a gloomy economic outlook spell the end of Brazil’s luxury bonanza?

Brazilians have a long-running love affair with malls. There are currently 503 shopping centres across the nation, earning a total revenue of R$129 billion in 2013. Can an e-commerce platform that promises to be a virtual mall entice Brazilians to spend online?

Lavish costumes, oversized animal floats and raucous partying – Carnival season in Brazil is renowned for its extravagance. But as it kicks off in Rio, many fear the 2015 festivities may not meet the exuberance of previous years, despite their predicted draw of a million tourists.