President Lula da Silva and “The Industry of Today”
Brazil is Partner Country at HANNOVER MESSE 2026. With a population of 216 million, extensive raw material reserves and a growing industry, Brazil is Latin America's largest economy and one of the world's leading economic nations. Brazilian president Luiz Inácio Lula da Silva will officially open HANNOVER MESSE on 19 April with German Chancellor Friedrich Merz.
3 Dec 2025Share
Brazil's participation in HANNOVER MESSE from 20 to 24 April 2026 is particularly important because a trade agreement between Mercosur and the European Union is expected to make it easier for Brazilian companies to do business in both regions. With the motto “The Industry of Today”, Brazil presents numerous business and cooperation opportunities to visitors and exhibitors at HANNOVER MESSE.
“This partnership represents a historic opportunity for the Brazilian industry to present to the world its innovative, sustainable and competitive potential,” says Jorge Viana, president of the Brazilian Trade and Investment Promotion Agency (ApexBrasil).
“HANNOVER MESSE 2026 brings together Brazilian innovation with German technological expertise, fostering new business connections and opening up new markets,” explains Marco Siebert, Director of International Relations at HANNOVER MESSE. “Exhibitors and visitors have outstanding opportunities to explore investment opportunities, build partnerships and exchange ideas about Brazil’s role in climate-neutral manufacturing.”
Brazil's presentation at HANNOVER MESSE highlights its strengths in digitalization, innovation, international development, natural resources, and sustainability. The main Brazil Pavilion in Hall 12 focuses on innovation and investment opportunities, with additional pavilions in Halls 11, 16, 17, and 26 concentrating on automation and robotics, digital industries, energy technologies, machinery and equipment, startups, and sustainability.
In addition to the exhibition, participating companies from Brazil have access to business matchmaking sessions, exclusive networking events, international promotion actions, and institutional support to expand their presence in new markets.
Brazil and Germany have maintained a strategic partnership since 2008. Brazil is Germany's most important trading partner in Latin America, and Germany is Brazil's most important trading partner in the European Union. More than 1,500 German companies currently operate in Brazil, including major corporations such as BASF, Bayer, Bosch, SAP, Siemens, Volkswagen, and ZF Friedrichshafen.
According to the Orbis Crossborder Investment database, Germany announced 41 new investment projects in Brazil between January and September 2025. These projects added up to US$ 3.5 billion. More than 90 percent of this amount was invested in the manufacturing and electricity sectors. For example, Volkswagen’s expansion of its plant in São Bernardo do Campo is worth US$ 1.26 billion, and Siemens Energy invested US$ 1.5 billion in a partnership with BP and SPIC to open a natural gas-fired thermal power plant in São João da Barra.
ApexBrasil organizes Brazil's Partner Country presentation in partnership with SEBRAE, the Brazilian economic development agency that supports micro and small enterprises in Brazil. Supporting organizations include the German-Brazilian Chamber of Industry and Commerce in São Paulo; various trade associations from Brazilian states; and the Brazilian Embassy in Berlin. Brazil’s participation aligns with the Brazilian Federal Government’s New Brazilian Industry Program (NIB), which aims to modernize industry, reduce carbon emissions and make Brazil more competitive on the global stage.
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