Things to do in Juruaia: shopping, fairs, waterfalls and flavors.

Quick summary: Juruaia is a town of about 11,000 people in the south of Minas Gerais, some 352 km from São Paulo. It is known as the Lingerie Capital of Brazil, with more than 200 factories of intimate apparel, swimwear and activewear. The best months to visit are January (Outlet), April (Felinju) and September (Festlingerie). Set aside time for the giant bra on Praça da Matriz, the waterfalls, and picking up cheese, sweets and coffee from Minas Gerais.

Where is Juruaia

Juruaia is in southwestern Minas Gerais, in the Montanhas Cafeeiras (Coffee Mountains) region, neighboring Guaxupé, Muzambinho, Monte Belo and Nova Resende. The city's postal code (CEP) is 37805-000.

Getting here

By bus, there are routes from Terminal Tietê (São Paulo) to Muzambinho, a trip of about 4h20. Shopping tours usually arrive on chartered buses and vans.

Intimate apparel shopping

The first workshops appeared in the early 1990s, and today the town is home to about 400 makers of lingerie, pajamas, swimwear, fitness and plus-size wear, selling wholesale and retail. Shopping is concentrated downtown, especially on Rua dos Gomes.

• Hours: stores usually open Monday to Friday during business hours and Saturday mornings. On Sunday, almost everything is closed.
• Tip: arrive early, take a break midday and leave food shopping for last, so the cheeses spend less time on the road.

Juruaia trade fairs and events

The 2027 dates have not been announced yet. Check with Aciju, the town's business association.

What to visit

• Giant bra: the largest in Brazil, certified by RankBrasil, on Praça Prefeito Benjamin Antônio, next to the Igreja Matriz (main church). The must-have photo of the trip.
• Giant thong: a 2023 record, nearly 6 meters tall.
• São Sebastião Mother Church and the town sign.
• Waterfalls: the municipality has about 20 waterfalls. The best known is Cachoeira da Eufrásia, about 50 m high with a swimming pool. There are also falls in the Serra do Caipora and Serra da Mata. Go with someone who knows the way.
• Coffee: Juruaia is part of the Coffee Mountains Circuit (Circuito Montanhas Cafeeiras). Between May and September, during the harvest, the coffee fields come alive.

Want to know how it all began? Read the history of Juruaia, from Barra Mansa to the Lingerie Capital of Brazil.

Where to eat, have coffee and buy the flavors of Minas

For lunch, there are home-style Minas Gerais restaurants downtown and in the town's hotels. To take a taste of Minas home, stop by Ateliê da Lee in the Mirante neighborhood: cheeses such as Canastra and semi-cured, Minas sweets, local coffees and gifts.

Where to stay

The city has hotels downtown, near the Matriz square, and options on farms in the region. During fair weeks, book ahead. Those who prefer more amenities can stay in Guaxupé, about 20 minutes away.

Suggested one-day itinerary

1. Morning: intimate apparel shopping downtown, starting with the stores you already know.
2. Midday: a photo at the giant bra and a Minas Gerais-style lunch.
3. Afternoon: more stores or a waterfall, weather permitting.
4. Before hitting the road: Ateliê da Lee for a sweet treat, cheese for the trip and souvenirs.

Information gathered in October 2026 from Aciju, Diário do Comércio, IBGE and travel guides. Dates and times may change: confirm before you travel.