Brazil takes center stage as Hannover Messe 2026 Partner Country
With a population of 216 million, extensive raw material reserves and a growing industry, Brazil, the 2026 Partner Country at Hannover Messe is Latin America's largest economy. Brazilian president Luiz Inácio Lula da Silva will officially open Hannover Messe on April 19 with German Chancellor Friedrich Merz.
Brazil's participation in Hannover Messe is relevant because of a trade agreement between the European Union and the Mercosur South American trade bloc, comprising Argentina, Bolivia, Brazil, Paraguay and Uruguay. With the motto “The Industry of Today”, Brazil presents numerous business and cooperation opportunities to visitors and exhibitors.
“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 will highlight its strengths in digitalization, innovation, international development, natural resources and sustainability. The main Brazil Pavilion in Hall 12 will focus 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 corporations such as BASF, Bayer, Bosch, SAP, Siemens, Volkswagen, and ZF Friedrichshafen.
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.
