Literature of the time extolled the health and social benefits of coastal air and sea bathing and beach and coastal life became the new trend - the mark of sophistication and elite leisure. The South Zone came to be seen as the cultural heart of the city, home to grand hotels, refined restaurants, cinemas, clubs and theatres. The musical genre 'Bossa Nova' was born in these regions and blossomed in the 1960's, 70's. and 80's.

In 1960, the federal capital was transferred from Rio to Brasilia, stimulating the city to find a new identity focusing on being the cultural capital of Brazil.