Gentileza, meaning 'kindness', is a concept which has pervaded the carioca sensibility and is now central to how residents of rio de janeiro interact with one another - a famous figure known as Profeta Gentileza, or Prophet of Kindness, is celebrated as one of the most influent cultural icons within rio de janeiro.

His real name was José Datrino and he wandered around the city, during the 1990s, wearing a long, white robe and long, white beard - he lived under viaducts and bridges - He had a famous catchphrase which he reproduced in paint on viaduct pillars, walls, and crossings - 'Gentileza gera gentileza', meaning 'Kindness generates kindness'. 

this philosophy is ubiquitous in rio - the prevailing point of view is that in order to create a happy, warm and kind world, one must show warmth and kindness to the people around them.