Política Externa e Diplomacia Cultural

um overview sobre a difusão do café brasileiro nos EUA e no Japão

Abstract

This article discusses Brazilian foreign policy and cultural diplomacy, which sought to disseminate and encourage commercial coffee advertising in the United States and Japan in the first half of the 20th century, as a way of expanding its consumer markets abroad. In the United States, taking advantage of President Franklin Roosevelt's Good Neighbor Policy, we have the highlight of national coffee at the New York International Fair (1939) and the fact that Brazilian government bodies responsible for carrying out policies to promote and disseminate an image of the country also included coffee in their advertising strategies. In Japan, the promotional campaign for Brazilian coffee was represented by commercial agreements with Companhia Café Paulista and, most prominently in our approach, the financing of Café do Brasil by the Brazilian embassy in Tokyo, as a way of expanding the habit of drinking coffee in a country historically without a cultural relationship with the drink, but which was experiencing an intense rise in consumption in its urban environment.