APEX is Brazil’s agency dedicated to promoting trade and investment in the country. As the organizer of the 2026 partner country presentation, APEX has set its sights high. At the preview of the world’s still largest event for the manufacturing community, Márcia Nejaim and Alex Figueiredo engaged in a lively discussion to outline what visitors can expect from what is likely to be Brazil’s most significant industrial showcase abroad to date.

Marcia:
We are representing APEX Brazil, the Brazilian trade and investment promotion agency, coordinating Brazil’s participation at Hannover Messe, alongside the Ministry of Foreign Affairs and the Ministry of Development, Industry, Trade and Services of Brazil. We are very excited that we will present a country that is innovative, reliable, sustainable and ready to engage with Germany and with the world. Alex, we have been working together for the last 20 years – and it has been a remarkable journey. Brazil was the first partner country when this strategy was created by Hannover Messe in the 1980s. I think it was the right time then, and it is the right time again now. Alex, you have been living in Europe for quite some time. From your perspective – when we talk about industry today, about decarbonization, digitalization, efficiency, resilience and supply chains – how does Brazil contribute to this new industrial agenda, and how is it connected to Hannover Messe?

We will present a country that is innovative, reliable, sustainable and ready to engage with Germany and with the world

Alex
Manufacturers worldwide are being asked to do more with less: reduce emissions, increase productivity, scale operations and secure stable, sustainable supply chains. And few countries can combine the scale, innovation and access to green energy that Brazil can. I know that many people primarily associate Brazil with agriculture and agribusiness. We are indeed a powerhouse in that sector. And sometimes this country is associated with holidays, football and a bit more. But we are much more than that. Two years ago, together with our colleagues from APEX, we started working on this partnership. We realized it would be a great opportunity to show this other side of Brazil. Brazil designs and manufactures airplanes, trucks, machinery and software. I was truly proud when I visited the Embraer facility – so much has been invested in our capabilities.

Few countries can combine the scale, innovation and access to green energy that Brazil can

Just to give you some figures: Brazil has one of the cleanest electricity mixes among major economies, and we are a global leader in biofuels. Many countries are struggling to reduce gas emissions, but Brazil has for decades worked with flex-fuel technology – a resilient Brazilian invention. Volkswagen produced the first flex-fuel car together with us. Now we are also scaling up the production of sustainable aviation fuel and developing ammonia-based biofuels, which will be a huge step forward for transportation. And this is very important to highlight: all of this has been achieved without abandoning a competitive industrial base. Our technology and operations already started with a low-carbon footprint. Brazil is a reliable and established partner for the green and digital transformation. That is our message.

Marcia
This is a very important message – sustainability and competitiveness go hand in hand, and ultimately everything comes down to competitiveness. Let’s move now to Hannover Messe itself. Brazilian companies will be presented across nearly 2,700 m² in six different halls. We are bringing 140 exhibitors and a total delegation of approximately 300 companies. This is a historic engagement from the Brazilian business community – we are genuinely thrilled with the level of participation from the private sector. What kind of innovation will visitors see when they go to Hall 11, for example?

Brazil is not only a country or a service provider, but a genuine technology partner

Alex
In Hall 11 we showcase our greatest strength: our innovation ecosystem. Brazil has the most dynamic startup ecosystem in Latin America. We account for 50% of the venture capital in the entire region and have already established more than 20 technology parks. We are bringing to Hall 11 some 59 startups and ten R&D institutions. One of them is a 22-year-old high-tech software company specializing in industrial development systems and connectivity. We also have SENAI – the national industrial training institution directly linked to industry in Brazil – running specific projects in engineering, R&D and specialist development. These professionals are increasingly integrated into global supply chains, which means Brazil’s talent base is where we can move fast.

Exciting to see the variety, the power and the energy of 59 startups

Marcia
Yes – it is going to be very exciting to see the variety, the power and the energy of these 59 startups when they arrive at Hannover Messe. One of them, Opto Semiconductors, was among the first NVIDIA-supported contacts generated through our initiative. And transformation is of course not limited to startups. Hall 16 will feature ICT and services providers working with smart manufacturing, AI and data analytics. Stefanini is a great example of an internationalized Brazilian company. Could you tell us a little about them?

Alex
Stefanini is a company I work with closely here in Europe. They have 46 offices and around 35,000 employees working globally. One area I particularly want to highlight is cybersecurity – Stefanini is doing something truly significant there. This shows that Brazil is not only a country or a service provider, but a genuine technology partner for companies using advanced technologies worldwide.

Marcia
Stefanini is a great example of what you will see in Hall 16. Let’s move to Hall 17, where companies focused on industrial solutions, machinery and components will also be present. We will also have a WorldSkills competition simulation between Brazilian and German teams – a live competition that will be very exciting. We want to show that Brazilian talent competes at global standards. How important is talent in this overall equation?

Brazil’s talent base is a strategic asset that enables us to move fast.

Alex
Talent is absolutely fundamental. Brazil has over 100 million people in its workforce and millions of students in universities and technical institutions. SENAI, which is linked to the National Confederation of Industry, runs specific projects directly tied to industrial needs – engineers, developers, specialists and R&D professionals who are increasingly integrated into global supply chains. Brazil’s talent base is a strategic asset that enables us to move fast.

Marcia
There are many exciting things to highlight, and one of the most important topics is energy. We have a strong presence in Hall 12, where our national energy operator represents 30 companies dedicated to renewable energy, biofuels, electrification and related systems. One example is WEG – a Brazilian company and one of the world’s largest manufacturers of electric machines, operating in 140 countries. Vale, one of the world’s most important mining companies, will showcase its latest technology in critical materials – essential today for batteries and many other strategic sectors. As a leader in biodiesel, Vale will show how they are providing solutions for decarbonizing logistics.

Embraer, one of Brazil’s most important aircraft manufacturers, will be present together with Eve Air Mobility. They will present solutions in urban air mobility that may well redefine transportation in smart cities.
We will also showcase solutions developed jointly between Germany and Brazil. Volkswagen is a great example: they will bring their methanol truck, developed with flex-fuel technology, showcasing Brazil’s unique capacity to produce both food and biofuels and demonstrating how a data-driven, science-based culture can accelerate the global energy transition.
In Halls 11 and 12 there will be two stages with strong programs – so please check the schedule and come and visit us.

Alex, we are almost at the end. This is a very broad Brazilian participation: from startups to major global players. What is the key message we should take away?

Our message is quite simple: Brazil is ready. Ready to collaborate, to invest, to innovate together.

Alex
Our message is quite simple: Brazil is ready. Ready to collaborate, to invest, to innovate together. Whether your priorities are decarbonization, digitalization or energy efficiency, Brazil is ready to deliver.
And one thing is very important to say: we are not coming here only to show our technology or explain how it works. We are here to build long-term relationships with you.

Marcia
Thank you very much, Alex. I’m afraid we have to conclude now. I want to thank Deutsche Messe for the incredible support we have received – without it, we would not have come this far. We are thrilled to invite you to come and discover a Brazil that is technological, industrial and sustainable – a Brazil that is not only part of the future of industry, but is actively helping to shape it.