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Portuguese · Joy & Hype

Da hora

dah OH-rah · /da ˈɔ.ɾa/

Cool / awesome / sweet

1/5 Grandma-safe

mild, playful; fine on daytime TV

Literally

"Of the hour"

Word-for-word — which is rarely what it means.

How to use it

São Paulo's stamp of approval — a cool gadget, a fun night, a slick move are all "da hora." "Foi muito da hora" = "it was really cool." Clean, casual, and a little skater-culture. Marks you as plugged into paulistano slang.

Heard in the wild

Esse rolê tá da hora!

This hangout is awesome!

Where it lands

Brazil (universal); São Paulo origin.

Quick answers

What does "Da hora" mean?
In Portuguese, "Da hora" means "Cool / awesome / sweet". Literally it's "Of the hour". São Paulo's stamp of approval — a cool gadget, a fun night, a slick move are all "da hora." "Foi muito da hora" = "it was really cool." Clean, casual, and a little skater-culture. Marks you as plugged into paulistano slang.
Is "Da hora" offensive?
It's on the mild end — 1/5 (Grandma-safe) on the Punch-o-Meter. mild, playful; fine on daytime TV.
How do you pronounce "Da hora"?
Say it "dah OH-rah" — capitals mark the stressed syllable. In IPA: da ˈɔ.ɾa.

Related in Portuguese

Do caralho doo kah-RAH-lyoo Fucking awesome — OR, with 'casa do', the middle of nowhere Que massa! keh MAH-sah How cool! / Awesome! Sinistro see-NEES-troo Sick! / Insane! (both awesome and scary) Que foda! keh FOH-dah Badass! / Awesome! — OR 'that's rough' (context flips it) Irado ee-RAH-doo Awesome / rad / killer Arrasou! ah-hah-ZOH You nailed it! / You killed it! / Slay!

The same idea, elsewhere

Via concepts like "That's awesome".

how to say "That's awesome" →

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