It could be said that Brazil is the next United States. The country is experiencing a boom equivalent to if not more powerful than that of America post WWII, and forecasters see no slowdown in the future. Consider this, Brazil recently added 40 million new consumers to its buying market (class C consumer – formerly D & E classes) in part thanks to 15 million jobs created since 2003. It is the No.1 consumer market in the world for perfumes and the second largest for beauty and hygiene – overall the globe’s third largest consumer market. The average Telenovela soap opera provides a Superbowl audience every single day of the year. And they’re happy too – nearly all studies measuring happiness by country garner the same results: Brazil ranks itself as the happiest of all.

Obviously with the World Cup and the Olympic Games heading to South America’s largest country and with its economic boom, there’s never been a better time to start learning more about Brazilian culture and the Portuguese language. We caught up with Marcelo Jarmendia, president and founder of Casa de Cultura Brasileira (CCB) a nonprofit organization dedicated to being the premier destination for persons, organizations and businesses interested in Brazilian culture and the Portuguese language. Jarmendia is also the owner of the language school, Brazil in Chicago to learn more about how to take advantage of this economic boom and get our inner-Brazilian on.

Where do you see your nonprofit org, CCB, going as Brazil continues its economic boom?

No one denies the increasing importance of Brazil in the global scenario. As Brazil gains relevance in the world arena, more and more people will be seeking ways of being part of this new reality. CCB serves as a gateway to Brazil in the Midwest, but our plan is to expand and serve as a bridge between Brazil and the United States throughout the country.

We have built a network of people and organizations to an extent that today anyone interested in Brazil can find what they are looking for at CCB. We prepare professionals to work with Brazil and Brazilians; we promote Brazilian cinema; we organize seminars that bring Brazilians and Americans to discuss issues that affect both; we serve the Brazilian community in the city of Chicago, just to mention some of our activities. Visit our website, brazilinchicago.com or email me marcelo@ccbrasil.org to learn how you can become involved!

What would you say to someone who has always wanted to learn a new language but hasn’t gotten around to starting?

I would remind them that today there are more Chinese people learning English than the entire population of the U.S.

The gains from learning a new language are not only economical. You will have access to a whole new world, new doors will open for you in the U.S. and overseas – weather it is a new job, new friends, new cuisine(s), new perspectives.

Identity is defined in opposition. It is difficult to define oneself, but no one needs to think too much to come up to list what he/she is not. By learning a new language you will have a pass into a different culture. From that new culture you will be able to see your own culture, and nothing is more fulfilling than having knowledge of one’s self. It is never too late to learn a language.

First, the numbers: Portuguese is the third most spoken language in the Western hemisphere – only behind English and Spanish. There are more Portuguese speakers than French, German or Italian speakers.

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“From that new culture you will be able to see your own culture, and nothing is more fulfilling than having knowledge of one’s self.”

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Then, the economy. Brazil was expected to become the 5th largest economy by 2020. If the current rates continue, Brazil will achieve that position before we have FIFA’s World Cup in 2014. We are also hosting the Summer Olympics in 2016. Brazil has recently discovered the largest oil reserve in recent history. It will begin extracting the oil in 2012, and we should become the 3rd or 4th largest oil producer by 2015.

But the No. 1 reason to learn our language is our vibrant culture. Anyone who has visited Brazil; has a Brazilian friend (or loved one); and/or appreciate our music, dance, arts, cuisine and beaches, knows what I am talking about.

Think about the BRICS countries, the ones who will dominate the world economy in 2020. In terms of the societies, Brazil is the closest to the U.S. – Brazil is also a multicultural free-market democracy. And the Portuguese language is a lot easier to learn than Mandarin or Russian, as Portuguese shares most of the grammar structure and alphabet with English.

What have been the biggest changes your language school (BrazilinChicago.com) has seen since it opened?

The booming of the Brazilian economy impacted us in every single way. When we first opened our doors, back in 2006, most our students were either dating Brazilians or doing some Brazilian-related activity (samba, capoeira, music). Today the majority of our students are professionals who currently work or plan to work with Brazil and Brazilians.

In the last five years we also saw the amazing growth of our operations; today we are a team of 10 teachers and have over 200 students coming to class every week. Our offerings have also met the increasing demand: our classes are divided into 11 levels for English speakers and six levels for Spanish speakers. We also offer classes for kids and teens, divided in three different levels/age groups. There are also classes for Brazilians (Spanish and English), Samba and Cooking classes. As for professional services, we offer translations, interpreting, on-site lessons and cross-cultural training.

What do you want people to know about Brazilian culture that they probably don’t know?

That Brazil is less exotic than you may think. Brazil has so much in common with the United States, and we Brazilians share many values and beliefs with Americans.

Dare to explore Brazil beyond Samba, Soccer and Carnival, and you will see a diverse society working in a vibrant economy while enjoying life.

What do you think? Have you visited Brazil? Would you like to? Have you already noticed the Brazilian impact making its way?

Watch Katie Chonacas‘ journey to Brazil on the Halogen original series “Noble Exchange.”