Brazilians can trace their ancestry not only to Portugal, but to various other countries. Sao Paulo has the largest settlement of Japanese people outside of Japan. A great many people in Brazil have some African ancestry. Even so, some discrimination exists. No matter where theirs ancestors came from, however, they see themselves first and foremost as Brazilians.
Family is of primary importance, even more so than in most other Latin American countries.
On the other hand, machismo is not strong as with their Spanish speaking neighbors. Their ad copy, signs and billboards are sprinkled with English words. Brazilians who can afford it take their children to Disney World in Florida. In Brazil Old style hierarchies still exist, and breaking the chain of hierarchy is disrespectful. Brazilians operate through personal connections, and they want to know the individuals they're dealing with.