Taranaki - the home of our national provincial rugby champions - has been embracing all things Brazilian this week as the FIFA Under 20 World Cup Football tournament rolls through town.
Shops have been decorated in yellow and green and it has not been uncommon to hear samba drums or bossanova grooves drifting on the breeze.
Organisers of the FIFA Under 20 World Cup in New Plymouth had luck on their side when Brazil, one of the most famous names in world football, was drawn to play two of its group matches at Stadium Taranaki.
Brazil, which has won the tournament five times, beat traditionally strong side Nigeria 4-2 in front of 8000 fans on Monday, and go up against Hungary tonight
New Plymouth offered FIFA about $500,000 worth of incentives as part of its bid for the six matches being played in the city, and the region's promotional arm, Venture Taranaki, also chipped in an unspecified amount from its major events fund.
The atmosphere and exposure hoped for, has not disappointed so far.
At the Puke Ariki fanzone in New Plymouth, Brazilian ex-pat Antonio Geodert said he had travelled from Auckland for the Nigeria game.
"It's really interesting because for a long time we haven't seen Brazil play so we are looking forward to seeing the game."
Mr Geodert was cautiously optimistic that he would get to see his national side again later in the tournament.
"I think Brazil has a good chance [of winning the tournament] but anything can happen, but we hope to see Brazil again in the final in Auckland."
Mr Geodert, from Santa Catarina in southern Brazil, said he was not about to let the ongoing scandal at FIFA ruin his enjoyment of the tournament.
"It's pretty bad but we already know these things are going on at FIFA. We are here for the sport, for the football and unfortunately FIFA is doing bad things."
In the battle of the drumming troupes at Stadium Taranaki the Nigerians came a close second to the enthusiastic Brazilian samba crew and their kiwi converts.
Among the Nigerians was Dr Umoh Umoh who had travelled from Pukekohe for the match with a group of friends.
He was talking up his side's chances for the rest of the tournament.
"I think they are potential winners. I'm not being biased, they are potential winners. They have what it takes," he said.
"A lot of the guys here are under-17 champions and six of them are professionals in Europe so they've played at a higher level. I think that as the games go on the tempo will rise."
The Group E sides based in New Plymouth also include North Korea and all four sides have been active in the community.
They have hosted public training sessions, visited the Children's Ward at Taranaki Base Hospital and headed out to meet pupils at schools in the New Plymouth area.
Brazil got a raucous welcome at Oakura Primary where about 200 pupils greeted the players with the chant "Brazil, Brazil" when they arrived at the school hall.
Team spokesperson Gregorio Fernandes said the players, most of whom do not speak English, found the welcome quite overwhelming.
"It's fun because one of the players has a child so for him it was some kind of emotional thing because he has a child and there is many children loving them and shouting for Brazil so it was something quite incredible for them."
While the Korean players have developed a reputation for staying close to the hotel when not on team duties, Mr Fernandes said the Brazilians had been out shopping and on the look out for a certain black jersey.
"I heard that some of the guys had searched for All Blacks clothing," he said.
"It's because we know that, as we are the biggest team in football in the world, they are the biggest team in rugby so it's kind of the same thing but in a different sport."
Brazil travels to Christchurch for its final first round match against North Korea on Sunday (7 June) and many Taranaki football fans will be hoping it tops Group E so the Samba Boys return to play its round of 16 knockout match in New Plymouth on 11 June.