Rio de Janeiro's majestic setting will be in the spotlight as the World Cup kicks off in Brazil on June 12, but the ultimate goal in hosting the event is to show that the country's many attractions go beyond fun and sun, for visitors and investors alike.

"Obviously, we are taking advantage of the event to promote something beyond football," said Valdemar Leao, Brazilian ambassador to China.

"Brazil is a country with diverse culture, food and beautiful scenery. The northwest has more people of indigenous extraction, while the east coast has more of a cultural mixture, including those of African, indigenous and European descents. I think people visiting Brazil will be completely immersed with that unique, rich diversity."