People from the city of São Paulo are known as paulistanos, while paulistas designates anyone from the whole of São Paulo state. The city's Latin motto is Non ducor, duco, which translates as "I am not led, I lead". Known for its unreliable weather, the sheer size, architecture, and multitude of skyscrapers.

Jesuit missionaries founded the village of São Paulo dos Campos de Piratininga on January 25, 1554. São Paulo officially became a city in 1711, and in the 19th century, it experienced a flourishing economic prosperity, brought about chiefly through coffee exports, which were shipped abroad from the port of the neighbouring city of Santos.

After 1881, waves of immigrants from Italy, Portugal, Spain, Germany and many other countries emigrated to São Paulo in order to work at the enormous coffee plantations established in the State. Local entrepreneurs then started investing in the industrial development of São Paulo, attracting new contingents of overseas immigrants to the city. In addition to Europeans, Japanese and Arab immigrants arrived in large numbers in the first half of the 20th century. Along the 20th century, the booming economy of the city attracted huge waves of migrants from poor regions of Brazil, specially from Northeast Brazil.

However, due to competition with many other Brazilian cities, which sometimes offer tax advantages, São Paulo's main economic activities have gradually left its industrial profile in favor of the services industry over the late 20th century. The city is home to a large number of local and international banking offices, law firms, multinational companies and consumer services. São Paulo remains the business hub of Latin America. Having prospered first with coffee and then with industrialisation. Its huge market is a magnet for multinationals. São Paulo claims to attract more visitors than Rio de Janeiro, testimony of the intense rivalry between the two Brazilian metropolises.

São Paulo has a humid subtropical climate. Rainfall is abundant, especially in the warmer months, but rare between June and August. Officially inserted in a larger metropolitan region named "Grande São Paulo" ("Greater São Paulo"). The region holds 39 municipalities in total, and a population of more than 19 million inhabitants, making it the fifth most populous metropolitan area in the world (as of 2008).

The language spoken by the vast majority of the population is Portuguese. Due to the large influx of Italian immigrants, the Portuguese spoken in the city has a huge influence from the dialects of the Italian language. Italian dialects mixed with the countryside Caipira accent of São Paulo is believed that São Paulo's way of speaking Portuguese was born in Mooca, a district settled in the early 20th century mainly by people from Naples, southern Italy. Other languages spoken in the city are mainly among the Asian community, Liberdade district is home to the largest Japanese population outside of Japan.

The 19th richest city of the world, expected to be the 13th richest in 2020. One of the biggest financial centers of Brazil and the world. Many analysts point to São Paulo as an important global city, even though this assignment can be criticized considering its serious problems of social exclusion and spacial segregation.

Landmarks

• Pátio do Colégio (founding site of the city, former Jesuit church and school)
• Praça da Sé (Large square next to the São Paulo Cathedral. Official center of the city)
• Catedral da Sé (the metropolitan cathedral, a symbol of the city)
• Edifício Itália (skyscraper with observation deck)
• Museu do Ipiranga (where the Independence of Brazil was proclaimed in 1822)
• Estação da Luz (historical railway station built 1895-1901)
• Museum of the Portuguese Language (located inside Estação da Luz)
• Municipal Theatre of São Paulo (magnificent opera house built in the early 20th century)
• Solar da Marquesa Pinacoteca do Estado de São Paulo (museum of Brazilian art)
• Avenida Paulista (one of the most important thoroughfares of the city)
• Ibirapuera Park (the second largest park of the city (Parque do Carmo is the biggest), is also home to several museums. It is known for its buildings designed by Brazilian architect Oscar Niemeyer, such as the Oca and the new Ibirapuera Auditorium)
• Rock's Gallery (rock'n'roll specialized shopping center)
• Shopping Iguatemi (famous shopping mall) • Liberdade (asiatic district of São Paulo)

São Paulo is one of the largest cities I've ever visited, and though I only spent 3 days here, it certainly isn't enough to cover everything. One thing was certain, São Paulo has more to offer than any other city, no matter what your taste, you'll find it here

Photos of São Paulo Brazil 2008 © Joe Mendonca