Taking Root and Spreading Shoots

Abstract

Abstract This chapter investigates the establishment of Hillsong São Paulo and how Hillsong’s Cool Christianity style spreads in the country, both online and offline. The challenges the megachurch faced in Brazil bring to the fore not only Hillsong’s own problems caused by its global expansion through branding and fandom. They also show the inherent tensions that exist when a global network takes root locally. This chapter contends that as a megachurch with branches in many countries which have different Pentecostal cultures, the Hillsong aesthetic style needs to be fine-tuned—inclusive enough to be relevant to youth but also conservative enough to allow for its global expansion. It argues that the Hillsong’s Cool Christianity style is able to flourish in the country and be adopted (and adapted) by other churches because its focus on excellence, excitement, celebrity culture, use of English language, and high production values fit well with Brazilians’ imaginary of the Global North.