This article explores Brazil’s role in the global promotion of the Portuguese language. Through the lens of Cooper’s framework on the international promotion of languages, the study investigates the intertwined political, economic and cultural motivations behind language promotion initiatives. It analyzes Brazil’s unilateral actions as well as engagement with the institutional framework of the Institute for the Promotion of Portuguese Language (IILP) within the Community of Portuguese Speaking Countries (CPLP). Drawing upon a review of scholarly works, official reports and policy documents, the paper shows that Brazil’s foreign policy has actively promoted the Portuguese language in certain geographies, but has yet to prioritize China, despite significant bilateral relations between China and Brazil. Furthermore, the article highlights the role of Macau as a valuable bridge between China and the Portuguese-speaking countries, which has been increasingly recognized by the People’s Republic of China. The conclusion underscores the need for Brazil to effectively leverage Macau’s strategic position to capitalize on these opportunities.