Abstract: | This text provides an ethnographic account of how Pentecostalism expands globally. It examines the rise of the Australian megachurch Hillsong, its global spread, and its appeal to young middle-class Brazilians. It shows that Hillsong's adoption of the Cool Christianity style through music, digital media, branding, and celebrity culture, elicits excitement, pleasure, and pride amongst its expanding global following. For Brazilian middle-class youth, the church also gives them a sense of cosmopolitan belonging to a Christian community located in the Global North. By joining Hillsong, they seek to distinguish themselves from the impoverished followers of Brazilian Pentecostal churches and their values. |
