That's not overall in Brazil. I live in Sao Paulo and it's certainly not rude to arrive on time or closer to that time.
The time is usually a reference of "arrive after that time" and people will arrive in the hour or two after the time set. Usually closer friends will arrive earlier and not so close friends will arrive late because the party will be already full.
I have no idea where the author got the generalization that this is a rule "everywhere in Brazil". It's at most more or less a custom in Rio, and no other places that I know of. In southern Brazil not arriving within half hour of the appointes time is in fact disrespectful
Besides this is only for social appointments. Try to arrive a couple hours late for a meeting and you'll find yourself talking to your boss aboit how this article misled you
I used to work in Indonesia, with Indonesian clients. Scheduling a meeting for 10 AM and not having anybody show up until 11 was normal; showing up four hours late and shrugging it off with "macet" (traffic) was not unusual. (Then again, Jakarta jams really can be that bad.)
They have a word for it too: jam karet, or "rubber time".
I am from Minas and typically people are 15-45 minutes late to things. Mostly social events though. It’s not considered rude though because that is the expectation when these kinds of events
I am Brazilian and can confirm: in pretty much every state I've been to (some 10 in total), no event starts on time, there's always a delay, even if minuscule.
