CCXP 2024 promises to bring unprecedented experiences. Also known as Comic Con Experience, it takes place annually in São Paulo and is one of the largest pop culture events in the world. And, as they say, “nothing is created, everything is copied,” the grand event is inspired by fairs such as the San Diego Comic-Con, New York Comic-Con, WonderCon, Tokyo Game Show, Gamescom, and Star Wars Celebration.

To give you an idea, the 2023 edition attracted over 280,000 visitors. So, if you’re curious to know more about CCXP and the impact of pop culture in Brazil, stay with us!

What is Pop Culture?

Pop culture, or popular culture, encompasses a wide range of films, games, music, fashion, and other forms of entertainment that captivate the interest of many people worldwide. K-pop bands like BTS, major divas like Beyoncé, and films that are still successful today, such as Harry Potter and Star Wars, along with games like League of Legends, gather loyal fans who are interested in any product that brings them closer to the artists or the productions.

Being literally something “popular,” pop culture follows the transformations that take place in society. However, it only solidified in the 1950s, as a result of the expansion of mass communication media – radio, television, and cinema. Especially with the arrival of Rock n’ Roll. Icons of the last century include Elvis Presley, Marilyn Monroe, and the Beatles.

Further on, in the 1960s and 1970s, the arrival of counterculture, early video games, and comic books further intensified this movement. By the 1980s, media outlets like MTV rode the wave of pop culture, strengthening pop music and audiovisual content, globalising celebrities and fashion.

And even today, we live with many elements of pop culture on social media. The memes shared daily bring this significance to the forefront. The “Nazaré Confused” meme, for example, is a result of the power that Brazilian soap operas have had – and still have – in moving and entertaining people.

In Brazil, we can cite personalities like Anitta, Pabllo Vittar, Paolla Oliveira, Nobru, Patty, yoDa, and Casimiro Miguel. Furthermore, since the 2000s, new music genres like funk and trap have gained prominence.

The Importance of Pop Culture in Brazil

Despite being linked to entertainment, pop culture has a significant impact on people’s identity formation, the economy, education, and social relationships. Let’s understand how this cultural phenomenon influences Brazilian society.

Amplification of Cultural Diversity

As you can see, pop culture is versatile and incorporates various cultural heritages. Besides American and Asian influences, it also draws on indigenous, African, and European references.

The presence of musical movements like MPB, samba, funk, and rap gives a voice to traditionally marginalised groups and highlights the diversity of Brazilian culture – both nationally and internationally.

Entertainment Economy

Popular culture fosters the creative economy through shows, festivals, films, series, fashion events, and digital content, generating significant financial resources and creating many jobs – worth billions of reais per year.

Brazilian films that have achieved international success, like Ainda Estou Aqui and Bacurau, as well as music festivals that attract millions of people, such as Lollapalooza, Turá, Coala Festival, and Rock in Rio, are just a few examples of events that drive the creative economy in the country and attract international investments. Singer Anitta is another great example, having gained global success.

We can’t forget streaming platforms that promote various Brazilian productions, whether musical or cinematic. Several Brazilian bands have already reached the top of Spotify in both Brazil and abroad, such as Jovem Dionísio, Lagum, Melim, and Barões da Pisadinha.

There’s also the rise of digital influencers, whether on TikTok or Instagram, who encourage people to use these platforms to connect with these professionals through content that blends various types of knowledge.

Education and Debate

Many pop culture productions aim to raise awareness about realities that people would not typically encounter if it weren’t through music, films, series, and social media content.

Issues such as social inequality, racism, prejudice, environmental protection, and violence are frequently depicted in these productions, attracting the interest and curiosity of listeners, readers, and viewers.

In other words, pop culture also encourages debate, reflection, and creativity in discussing these topics. It’s a virtuous cycle.

Furthermore, politics has also been heavily featured in pop culture productions, especially in the 1980s with the band Legião Urbana. A more recent example is the band Dead Fish, which openly discusses its political stance.

Meeting of different groups

People from different social backgrounds unite for shared interests. Nothing brings tribes together like cultural affinity – “just like Nirvana did” – Dinho Ouro Preto. CCXP 2024 is one such example. The internet further enhances this unity, creating groups and sharing opinions.

Pop culture itself is also a mix of diverse global references that merge with Brazilian customs. This co-creation creates space for new artists, designers, filmmakers, influencers, and entrepreneurs to emerge. This is amplified by platforms like YouTube, which promote various individuals who talk about what they like. Even better, they talk about what others like too!

The Concept of Soft Power

Brazilian pop culture is highly appreciated worldwide and influences others. This is what we call “soft power.” It attracts tourists, artists, entrepreneurs, and investors to the country.

The First CCXP and Its Influence on Pop Culture

The first CCXP took place in 2014 in São Paulo, created by Omelete Company in partnership with Chiaroscuro Studios. Both companies, leaders in the geek industry, aimed to bring the San Diego Comic-Con experience to Brazil.

The inaugural edition had 100,000 participants and welcomed international celebrities like Jason Momoa (Aquaman) and Sean Astin (The Lord of the Rings). There was also the Artists Alley, which allowed fans to interact with their beloved geek artists and new talents. Additionally, there were panels and trailers with exclusive spoilers presented by Warner Bros.

Besides the interactive booths, brands like Netflix were present, along with cosplay competitions.

This is just one example of the numerous editions that followed, bringing various transformations to Brazilian pop culture, such as:

• Connection between fans and creators: CCXP serves as a meeting point not only for fans but also for their idols, offering an immersive and unforgettable experience for participants.
• Valuing local artists: Although it’s an event with global elements, the Artists Alley is now dedicated to Brazilian comic artists and illustrators, promoting recognition for independent and national artists.
• Economic and commercial impact: The vast size of CCXP ensures numerous jobs and brings together major brands and professionals from various sectors, especially entertainment, to form partnerships, sponsorships, and sales of licensed products. This generates media buzz and puts Brazil in the spotlight, also boosting the tourism sector. For instance, the 2023 edition was made possible by the work of 105 brands.
• Expansion of the geek community: At CCXP, people can cosplay as their favourite characters, meet others, and be themselves without judgment, strengthening the geek identity.

What Does CCXP 2024 Promise?

Confirmed artists include Matt Smith, famous for his roles in Doctor Who and House of the Dragon, who will hold a signing session. In addition, Apple TV will present exclusive spoilers from the series Severance and the film The Gorge. The traditional Artists Valley will also be there, alongside an area dedicated entirely to cosplayers, where they will parade, with dressing rooms, individual lockers, and assistance. There will also be the Game Arena, where people can compete in e-sports.

To find out more, be at CCXP 2024 from 5th to 8th December!