Brazil has been announced as 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 alongside German Chancellor Friedrich Merz.
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 (EU) is expected to make it easier for Brazilian companies to do business in both regions. With the theme ‘The Industry of Today’, Brazil presents numerous business and cooperation opportunities to visitors and exhibitors at
Hannover Messe 2026.
Jorge Viana, president of the Brazilian Trade and Investment Promotion Agency, said: “This partnership represents a historic opportunity for the Brazilian industry to present to the world its innovative, sustainable and competitive potential.”
Marco Siebert, director of international relations at
Hannover Messe, added: “
Hannover Messe 2026 brings together Brazilian innovation with German technological expertise, fostering new business connections and opening up new markets. 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 digitalisation, 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, start-ups, and sustainability.
Business matchmaking sessionsIn 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 (EU). 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 $3.5 billion — more than 90% was invested in the manufacturing and electricity sectors. For example, VW’s expansion of its plant in São Bernardo do Campo is worth $1.26 billion, and Siemens Energy invested $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 is organising Brazil’s ‘Partner Country’ presentation in partnership with SEBRAE, the Brazilian economic development agency that supports micro and small enterprises in Brazil. Supporting organisations 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 modernise industry, reduce carbon emissions and make Brazil more competitive on the global stage.