The Py'araku Movement

Py'Aruku movement - plataform Angatú

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One of the things I most enjoy when I interact with Japanese people, is the way they express admiration when exposed to new things, with a pronounced surprising expression in the face, followed by followed by a long exclamation, "Ehhh".

During the Heian period in Japan (794 to 1185 AD), the Chinese who visited the country, criticized everything there, they used to say that they were indigenous people, backward and uncivilized. The constant criticism made the Japanese take ownership of various traits of Chinese culture. It was during this time that the term 'Mono no aware' (物の哀れ) was copiously used in one of the oldest Japanese literary works, the Genji monogatari, and the Japanese experienced the emergence of a new culture.

The phrase 'Mono no aware' is derived from the Japanese word mono (物), 'thing', and aware (哀れ), a surprise expression, commonly used in the Heian period, similar to 'ah' or 'oh', "Pugence," "deep feeling," "sensitivity," or "consciousness." It could be translated as the 'ahh' of things, the life of things, the inner god of things.

This incorporation arose in their hearts as a God of great beauty, who grew up in the midst of their best essences, few cultures know how to appropriate the benefits of other cultures without losing their own essence as Japanese people.

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With that thought in mind that I present here the Py'araku movement, rather than a philosophy of life, is a Brazilian cultural and artistic manifesto, which arose from the conjectures of a blog article published in December 2012, in which I wonder "what if the culture of the Brazilian natives had stood out to that of the Portuguese colonizers in Brazil".

Since then, I have been reflecting on daily basis on what to do in order to valorize the good elements of Brazilian indigenous culture, as well as black and Portuguese culture, with potential for improvement, and how it could be subjected to the frame of Japanese culture (both of descendents of indigenous ancestors) Cauim, the Brazilian native booze, like sake – is the great catalyst - Cauim is undoubtedly the driving force behind this movement.

Cauim has so many similarities to sake that it goes far beyond coincidence. Since the immigration of ancient peoples by the Bering Strait  - the alcoholic drink in my conception, is together with the gastronomy, the main vehicle of cultural manifestation of a civilization.

If we want a better Brazil, we should focus our efforts on reversing negative points, which are many, but mainly emphasize the positive points, which are also many. The Blog 'Ame o Brasil’, actively works the activating platform called Angatú (literally, a good soul, well being, with happiness), whose purpose is to promote love towards Brazil and Brazilian people, valuing and encouraging good stimuli, In order to make us grow and overcome the bad stimuli, until its virtual extinction.

If we want it to work, we need to have a long-term conscience and it is also fundamental that we have a 'pro' attitude, never 'against' - once asked why she did not participate in anti-war demonstrations, Mother Teresa of Calcutta said she would never do it, It is a position of unquestionable logic - while the 'anti-something' movement is characterized by resistance to natural forces, a passive strategy that depends on commitment to protection, which however good it may be, are always at risk of being defeated, the 'pro-good cause' movement, in turn, is a proactive strategy to promote a good idea, increasing the potential for success to statistically greater levels.

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Since I started this blog, I have worked on activations of limited scope, but of great intentions. With 'Projeto Tembi-u',  held in April 2015, we were pioneers in bringing ingredients from the Amazon to which awardees Brazilian bartenders create drinks, exploring the vast universe of unusual Brazilian ingredients par excellence, in detriment of the excessive appreciation of the American / European cocktail ingredientes. In May 2016, we promoted the first 'Capivara Parade' (http://capivaraparade.blogspot.com.br/) , on the same spirit of Cow Parade by Pascal Knapp, in partnership with Shopping Paladium, with the purpose of using capybara as an ambassador of nature in an urban environment, to raise funds for the Curitiba's clothing campaign, and the launch of the comic book Heroes da Buzundanga, bringing the Tupi-Pop culture in its essence  - The logical path of these serial works leads us to launch the Py'araku Movement for the year 2017.

Py'araku aims to make an enthusiastic transformation agent grow in the heart of every individual who loves Brazil, native or foreign, multiplier of good practices, that enables anyone to be an ambassador of a better Brazil. In Tupi, the word Py'araku (Py, broad + Araku, Enthusiasm), literally means to make grow our inner God, to grow a warm soul, with a warm heart - a word that brings to our hearts and minds the divine force that has the power to magnify our nation through love. Even the English word 'enthusiasm', which comes from the Greek, ἐνθουσιασμός (where ἐν - interior and θεός - God and οὐσία - possessed), brings in its essence the power to promote possession by the divine, "possessed by God”).

I have more than 20 years of experience with the introduction of new products in the market, I'm specialized in 'acculturation', a complex process designed to incorporate a particular product into a culture, in which the product is studied in depth, with Their habits of consumption and then, taught to this new culture, to the point of achieving total incorporation outside their place of origin, to the point of fully integrating local culture;

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"In order to have the ideal Brazil, 'acculturation' must go hand in hand with our efforts for 'enculturation', a process of self-knowledge, in which we understand our own good practices, study them to exhaustion and then, Incentives to become common practice in our society.

If we can do this with foreign wines, food and equipment in Brazil, why not do the same with prosperous native attitudes, bringing the best practices of social conduct to change our Brazil".