The number of people from Central and South America in Germany is rather low compared to other regions of origin such as Europe or Asia and officially comprises around 180,000 people. According to the latest figures from the Federal Statistical Office, around 90,000 of them come from Brazil - including both Brazilian nationals and people with a Brazilian migration background.
This socio-demographic information also provides a sound basis for ethnomarketing, which aims to address ethnic communities effectively through targeted campaigns.
- Socio-demographic data from Nexiga is a valuable database for target group planning.
Distribution generates cultural offerings
The majority of people from Central and South America - especially Brazil, Colombia and Mexico - have settled primarily in major German cities. Major cities such as Berlin, Frankfurt, Hamburg, Cologne and Munich are characterized by a lively Latin American presence, with a diverse cultural offering ranging from events and restaurants to specialist stores.
Most people from Central and South America living in Germany today immigrated from the 1970s onwards - with a significantly stronger influx from the 1980s and especially the 1990s. The exact migration patterns vary depending on the country of origin, political situation and economic situation.
- In the 1970s, many people fled from countries such as Chile, Argentina and El Salvador (economic and labor migration due to the political situation).
- In the 1990s and 2000s, economically motivated migration increased, particularly from countries such as Brazil, Colombia and Peru.
- A growing proportion have been coming to Germany since the 2000s for training, studies or qualified employment (e.g. in the care, catering or tech sectors).
Incidentally, a well-known "pioneer" of immigration from Latin America is the famous singer and entertainer Roberto Blanco, who is of Cuban origin and has held German citizenship since 1971. However, he was born in Tunisia.
In summary, these are people who have their private residence in Germany and do not have German citizenship. In the 2022 census in Germany, citizenship is recorded on the basis of several survey types and data sources. The data relates to the population in private main residence households by nationality, gender and age group at various regional levels (reference date: May 15, 2022).
Persons with German and other nationalities are generally only counted as German. Persons without a main residence (e.g. only secondary residence) are not included.
Our map (PDF) showsthe proportion of the population group with origins in Central and South America in relation to the total number of inhabitants at municipal level. The larger municipalities with a population of 50,000 or more include university cities such as Heidelberg, Göttingen, Freiburg and Bonn as well as the major cities of Munich, Leipzig and Frankfurt am Main. In the generally cooler north, the proportions are lower, with only Hamburg in the upper midfield.
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Successful ethnomarketing: Successful ethnomarketing incorporates cultural diversity into the marketing strategy, creating a deeper connection by developing culturally relevant content and messaging. Through this strategy, brands can tap into new customer segments and build stronger connections with a broader target audience.
Ethnomarketing using the example of Capoeira
Ethnomarketing is a marketing strategy that aims to target specific ethnic communities through customized campaigns. This strategy takes into account the preferences, needs and traditions of different ethnic groups to create content and campaigns that are specifically tailored to these groups.
The origins of ethnomarketing lie in the USA, developed in the 1970s to target large ethnic groups such as Hispanics, African Americans and Asian Americans. Today, ethnomarketing is also widespread in Europe, as ethnocultural minorities make up a significant proportion of the population.
In the case of capoeira, an Afro-Brazilian martial art with elements of dance, music and ritual, ethnomarketing offers numerous starting points for targeting communities with a Brazilian or Latin American background. However, Capoeira not only appeals to Brazilians or people with a migration background - but also to many Germans who are looking for a sporting and cultural challenge.
For successful marketing and target group analysis, it therefore makes sense to address both target groups : authentic cultural for the Brazilian community, and attractive and inspiring for a broader sporty and creative audience.
