The Scent of Memory: Cultural Identity Through Odors in Brazil

Odors are known to be potent cues of autobiographical memories. For each of us, particular smells, shaped by culture and life experiences, can bring the past vividly to mind. However, the specific nature of these odors remains unexplored, and whether certain scents might trigger collective memories that reflect cultural identity is still unclear. In this study, a questionnaire with thirty open-ended and four closed-ended questions was developed and applied via an online platform across all five regions of Brazil. The sample (N = 1,144) was proportionally composed according to regional population density. A frequency analysis of self-reported odor terms linked to memories of life periods, emotions, and people revealed a strong cultural identity marked by recurring references to perfume, coffee, flowers, sea, rain, food, chocolate, wet earth, cake, sweets, and lavender. Regional differences were also found, for example, Brazilian couscous and lavender in the Northeast; maniçoba and cupuaçu in the North; night blooming jasmine and wine in the Southeast; chimarrão and barbecue in the South; and pequi and pamonha in the Midwest. Gender specificities also emerged: sunscreen for women and beer for men. This large-scale study reveals that particular odors, triggering autobiographical memories, are strong signatures of a cultural identity.