Under the coordination of the Brazilian Trade and Investment Promotion Agency ApexBrasil, Brazil will participate as the official partner country of HANNOVER MESSE 2026 and will strategically leverage the world’s largest industrial trade fair to showcase its industrial capabilities and international competitiveness. This participation is part of a strategic realignment of industrial policy under President Lula, who, with the “Nova Indústria Brasil” program, is placing industry back at the center of the national development strategy.

“Brazil is coming to HANNOVER MESSE at a new turning point, marked by the revitalization of industrial policy under the leadership of President Lula and Vice President Geraldo Alckmin as part of ‘Nova Indústria Brasil,’” emphasizes Jorge Viana, President of ApexBrasil, adding: “Our goal is to present to the world a competitive, sustainable, and innovative country capable of attracting investment and participating in the major technological upheavals that are redefining global industry.”

Since the agreement on the partnership two years ago, ApexBrasil has been working intensively with ministries, the embassy, and other institutions to shape Brazil’s profile as a showcase for innovation, technology, and industrial strength. The foundation for this is the “Nova Indústria Brasil” program, which focuses on innovation, sustainability, competitiveness, and resilient supply chains and plans to invest approximately R$300 billion by the end of 2026. Already in the first year, industrial production recorded growth of 3.1 percent.

As the official partner country, Brazil is positioning itself as a globally relevant player, particularly in the areas of the energy transition and decarbonization.

With approximately 90 percent of its electricity generated from renewable sources, the country has one of the cleanest energy mixes in the world. This is complemented by extensive raw material deposits, including significant reserves of rare earth elements, which are essential for key technologies such as electric mobility, wind energy, and semiconductors. This combination makes Brazil an attractive partner for sustainable industrial and investment projects.

At the same time, stable macroeconomic conditions underscore the country’s appeal: low inflation expectations, a historically low unemployment rate of 5.1 percent, as well as declining inequality and rising domestic consumption. Brazil is also one of the world’s most important target markets for foreign direct investment and is recording record figures in foreign trade. These factors strengthen the confidence of international investors and reinforce Brazil’s role as a reliable partner in global value chains.

At HANNOVER MESSE 2026, Brazil will be present with a record-breaking delegation: In six pavilions, more than 140 exhibitors and over 300 participating companies will showcase solutions across approximately 2,700 square meters in the fields of startups, research, hydrogen, energy, digitalization, industrial applications, the circular economy, as well as automation, robotics, and artificial intelligence. The goal is to further increase the international visibility of Brazilian industry and create concrete opportunities for cooperation and investment.

Additional momentum is provided by the planned Mercosur-EU agreement, which would create one of the largest integrated economic areas worldwide and open up new market opportunities.

As the official partner country, Brazil is thus using HANNOVER MESSE 2026 as a central platform to present itself as a sustainable, innovative, and competitive industrial nation. “We combine the strength of our industry, the creativity of our startups, the excellence of our research centers, and the richness of our mix of clean energies to offer concrete solutions in the areas of digitalization, the energy transition, decarbonization, and advanced manufacturing,” said Jorge Viana.

This broad-based presence is supported by numerous institutions from industry, finance, and research and reflects the close collaboration between government, business, and innovation stakeholders. Overall, Brazil underscores its role as a strategic partner for a sustainable, technology-driven industrial future.

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