糖心传媒

This pulsating megapolis of 23 million is the cultural, food and nightlife capital of Brazil. With elegant, old-fashioned skyscrapers that rival those in New York City, pockets of grandeur reminiscent of Rome, a culinary scene as dynamic as Tokyo's, the electrified energy of Bangkok, a more LGBTQ-friendly vibe than Amsterdam, and romance and nightlife on par with Paris and Berlin (all fueled by a tropical backbeat of samba and caipirinha) this edgy, cosmopolitan city is where it's at.

S茫o Paulo is a shining, living example of diversity; it's a city where race, religion, skin color and sexuality blend into everyday life. Home to the biggest Japanese and Italian communities outside their respective countries 鈥� along with Middle Eastern immigrants and ethnic groups from across Brazil 鈥� to call S茫o Paulo 鈥渕ulticultural鈥� is an understatement. 

As well as being South America's most progressive city, S茫o Paulo is one of its most cultured and sophisticated. The food scene is internationally renowned, with local genius chefs cooking up Brazilian gastronomic wonders to go with artisanal cocktails in buzzing botecos (neighborhood bars). 

It's sporting mad, too 鈥� football is an unmatched passion of locals. Throw in a world-class art scene, beautiful green spaces, astonishing street art and festivals, and it's clear this city is at the top of its game. And, the secret to traveling to S茫o Paulo is knowing that the longer you stay, the more there is to see and do.

1. Gasp at S茫o Paulo's iconic Niemeyer skyscraper

What vibrant Rep煤blica lacks in 19th-century charm, it makes up for with its mid-century modernist stunners. Its most notable landmark is Oscar Niemeyer's Edif铆cio Copan (1966); a monumental wave-like S-shape building that's Latin America's largest residential building. 

Though its observation deck has been closed for years, you can enjoy its ground-floor bars and restaurants: a trendy cafe offering creative Brazilian dishes by chef Bel Coelho; , an established local favorite attracting a bohemian crowd for contemporary Brazilian food and cacha莽a cocktails; for old-school espresso; classy for long-lost cocktails of the 20th century; and elegant wine bar. 

Detour: A short walk away, Edif铆cio Eiffel is another apartment complex designed by Oscar Niemeyer.

2. Browse colorful fruit stands in the Mercado Municipal 

One of S茫o Paulo's most popular tourist attractions is a sensory-overloading food market called Mercado Municipal. It is abuzz with vendors, shoppers and foodies who come to sample some of the city鈥檚 most renowned dishes. 

Inside the grand neo-baroque building (c. 1933) with domed vaulted ceilings and stained-glass windows are stalls with salted cod, wine, cheese and fruit vendors who offer 鈥渇ree鈥� samples (confirm before trying!).

You鈥檒l also find culinary institutions such as  (est. 1933), famed for its epic sandwiches loaded with an obscene amount of mortadella and cheese, and (est. 1952) for salted-cod pasteis (fried, stuffed pastries). Both pair beautifully with cold beer.

3. Marvel at modern art masterpieces

Arguably S茫o Paulo鈥檚 most famous cultural landmark is the much-loved , a modern art gallery home to all the big names. And with its unique hanging 鈥渃rystal easels,鈥� you'll appreciate the art before you even know who created it. The names of Picasso, Monet and Van Gogh are strategically listed on the back of each piece to allow visitors to engage with the works, rather than their reputations. 

The building itself is also a major attraction 鈥� a brutalist design hoisted above by four red pillars 鈥� dividing those who love it or loath it. Its adjoining extension opened in 2024 to significantly increase MASP鈥檚 gallery space. Inside, is another reason to visit, with chef Manuelle Ferraz' innovative gastronomic dishes from Bahia and Minas Gerais.

Planning tip: Entry is free on Tuesday as well as the third Thursday of the month. The museum is closed on Monday. 

4. Dive tastebuds-first into S茫o Paulo鈥檚 pizza scene 

S茫o Paulo has the largest Italian ancestry outside Italy, and beyond its love of football, there鈥檚 no greater legacy than pizza paulistana (pillowy wood-fired pizzas made with naturally leavened dough and loaded with cheese and toppings). 

For its most celebrated spots, head to traditional Italian neighborhoods. In Br谩s, is S茫o Paulo鈥檚 oldest (opened 1924), famed for its pepperoni; in Bixiga, has been making its classic margherita since 1958; in Perdizes, was voted 11th best in the world in 2024 鈥� its margherita is as good as it gets.  is another favorite 鈥� ranked fourth among the world's best pizza chains 鈥� offering sublime pizza paulistana and p茫o de calabresa (warm pepperoni bread).

5. Discover S茫o Paulo鈥檚 music and nightlife

If there was ever a city to down craft beer and cocktails or catch a life-affirming live gig it鈥檚 S茫o Paulo. For fine cocktails reserve a seat at the underground bar in an old bank vault of Farol Santander, . For a hip, unpretentious Centro rooftop hangout with great city views, head to . And the hottest downtown late-night venue is the Japanese-inspired rooftop bar, , where karaoke complements the cocktail selections. 

For a classy NYC-style music bar with live jazz, samba, blues and bossa nova, make a booking at on Av Paulista. Sampa鈥檚 top spot for live jazz and blues is  (it's even hosted the likes of BB King and Ray Charles). The Intimate inside Hotel Fasano is famous for jazz and samba. Another atmospheric bar, inside Rosewood Hotel, delivers live samba, plus instruments are provided for punters to jam along. And finally, to absorb S茫o Paulo's live samba scene pop into  and .

If you鈥檙e looking for more of a grungy live music scene,  is the city鈥檚 premier rock/punk/metal venue for both local and international bands. The legendary shopping mall hosts live gigs on its rooftop on the last Saturday of the month. Flying the flag for local independent bands, with upstairs gigs, vinyl and a cool bar, check out in Vila Madalena. Also in Vila Madalena, has a regular schedule showcasing local indie bands and does live bands, DJs and movie nights. It's a trek out to but worth it. The reward is one of S茫o Paulo鈥檚 most beloved underground venues. And finally, if you鈥檙e shopping for vinyl while you're in S茫o Paulo head to .

Local tip: Looking for the LGBTQ+ venues? Head for the bars and clubs around Rep煤blica and Rua Augusta.

6. Ogle stained glass and visit the bakery of the neo-Gothic Mosteiro S茫o Bento 

Among the city鈥檚 oldest and most important churches, dates to 1598, though its neo-Gothic facade dates only to the early 20th century. Step inside the church to view its impressive stained glass. Mass (7am weekdays, 6am on Saturday and 10am Sunday) includes Gregorian chanting.

There's a legendary, culturally rich with delicacies by local chefs on the second and last Sunday of each month; booking well in advance. The in-house is also a real treat, as monks use centuries-old recipes to make sought-after breads, cakes, pastries, biscuits and jams.

7. Slurp ramen in S茫o Paulo's vibrant Japanese-Brazilian district

With around 1.6 million paulistas of Japanese descent, S茫o Paulo is home to the world鈥檚 largest Japanese diaspora, and Liberdade is its epicenter. It's an atmospheric place to stroll, with red torii gates, lantern-style street lamps, ramen restaurants, izakayas (Japanese-style pub), Asian supermarkets, karaoke bars and Hello Kitty caf茅s. 

The superbly curated offers insights into S茫o Paulo's Japanese heritage, telling the story from immigration in 1908, as workers on coffee plantations after slavery鈥檚 abolition. Its world-class exhibits include model ships, artworks, kimonos and samurai swords. Nearby, is a S艒t艒 Zen Buddhist temple (often closed to the public), while Jardim Oriental Liberdade is a small Japanese garden with a koi pond.

As you鈥檇 imagine, Japanese food is a highlight here with favorites such as for sake and gyoza, or and for ramen. For something quirky, try , a maid caf茅 (exactly what that sounds like) doing sparkling pink drinks; or , where baristas emblazon your face on your latte.  is the place for all your manga (Japanese comic books), anime and J-Pop needs. Visit Sunday for Pra莽a da Liberdade鈥檚 lively food market.

Local tip: This is also an important neighborhood for the Afro-Brazilian community, with activists working to ensure its dark past of enslavement and public executions is not forgotten.

8. Admire Brazil's football obsession 

Synonymous with Brazil's national identity, futebol is life, and in S茫o Paulo you鈥檒l find some of the most passionate supporters in the world. At Museu do Futebol you鈥檒l learn firsthand of its cultural importance and the chance to ride all the ups and downs, from the triumph of winning five World Cups to the despair of the nation鈥檚 losses. 

The museum offers plenty of interactive features, including the chance to take a penalty kick, foosball tables and highlight reels on demand. The women鈥檚 team is well represented, too, (women were banned from playing between 1941 and 1979), as you take in the history of the game in Brazil. The museum makes up part of the newly revamped , which has hosted Series A games since the 1940s. 

Planning tip: Entry free Tuesdays; it鈥檚 closed on Mondays.

9. Explore the museums and art galleries of Luz

A powerhouse of downtown鈥檚 cultural attractions, enigmatic Luz blends urban decay with regal architecture and world-class museums. Nicknamed Cracol芒ndia (Crackland), it's a neighborhood where it's a good idea to take an Uber at night and avoid straying from the beaten track. Fortunately, all these sights are near Luz metro station.

(c. 1901) is Brazil鈥檚 grandest railway station, a lavish British-built structure with a landmark clock tower. It shares space with the innovative , featuring interactive exhibits on Brazil鈥檚 fascinating array of languages. 

Across the road, Parque da Luz 鈥� the city鈥檚 oldest park 鈥� is a bit rundown but charming, with sculptures and palm-lined paths. Nearby is , a stunning neoclassical building (c. 1905) housing 19th-century and modernist Brazilian art. Visit up the road for contemporary art. 

To the west, hosts changing contemporary art shows. In the same building is , a museum dedicated to dissidents imprisoned and tortured by the State Department's Political and Social Order from 1940 to 1983. Next door is the grand concert hall.

Detour: A short walk north leads to , an 18th-century monastery with ecclesiastical art from the 17th to 20th centuries.

10. Spend an afternoon immersed in Parque Ibirapuera 

This wonderful is one of Latin America's great parks. Dotted with world-class cultural attractions, this modernist marvel opened in 1954 to commemorate the city's 400th anniversary. 

Comprising 158 hectares of scenic parkland, lakes and fountains, it attracts up to 130,000 people on Sundays, as picnickers, cyclists, skaters and dog-walkers come to escape the city's commotion.

Beyond the greenery, Ibirapuera is a cultural destination packed with blockbuster sights 鈥� , and 鈥� and home to the highly anticipated . With the modernist works of Oscar Niemeyer on show, it's an absolute must for design enthusiasts.

Nearby is another big attraction, while further south the botanical gardens, zoo and some of S茫o Paulo's more affluent neighborhoods, including Vila Mariana, Vila Ol铆mpia and Moema are added reasons to visit.

11. Check out the views from Mirante SESC Paulista

For a different perspective of Sampa's prized avenue, Av Paulista, head to the 17th floor of the cultural center, which houses exhibition spaces and stunning rooftop views. Unlike the city鈥檚 other observation decks, entry is free (note: it鈥檚 closed on Monday) and you'll get a sense of not only Av Paulista鈥檚 grandeur, but of the sheer size and scope of S茫o Paulo itself. Seeing just how far the city's high-rises span into the horizon is astounding.

Planning tip: Note that the viewing deck is closed if it's raining; but you can still get views from the terrace bistro over a drink or a meal.

This article was adapted from 糖心传媒鈥檚  guidebook, published in October 2025.