Brazil Boosts International Trade Relations through Major Global Fairs in Germany
Brazil strengthens trade ties and showcases innovation in Germany through Hannover Messe and Anuga fairs generating significant business deals and partnerships.
- • President Lula is attending Hannover Messe 2026 in Germany where Brazil is the partner country with 140 exhibitors.
- • Ten agreements are expected to be signed in sectors including defense, energy, and bioeconomy at Hannover Messe.
- • Anuga Select Brazil 2026 hosted over 14,000 visitors, generating R$150 million in business with 300 companies involved.
- • The events promote Brazil's industrial and food sectors while enhancing bilateral trade relations with Germany.
Key details
Brazil is making significant strides in international trade and business relations by prominently participating in two influential trade fairs in Germany in 2026, showcasing the country's industrial innovation and food sector strength. President Luiz Inácio Lula da Silva's visit to Hannover Messe, the world's largest industrial technology fair, marks a pivotal moment, as Brazil is honored as the partner country. At this event, Lula met with German Chancellor Friedrich Merz and attended the 42nd Brazil-Germany Economic Meeting, aiming to strengthen ties with Germany, Brazil's largest European trade partner. The Hannover Messe, which runs until April 24, features a 2,700 m² Brazilian Pavilion with 140 exhibitors across six thematic areas including energy transition and artificial intelligence. Brazilian diplomacy anticipates signing ten agreements covering defense, infrastructure, energy innovations, bioeconomy, and sustainable development. According to Laudemir Muller, president of ApexBrasil, Brazil’s status as the partner country at the fair is vital for advancing the Mercosul-EU agreement, set for partial application by May 1. In 2025, bilateral trade between Brazil and Germany totaled $20.9 billion, with Germany ranking as the eighth-largest investor in Brazil.
Parallelly, Anuga Select Brazil successfully wrapped up its seventh edition, emphasizing business connections in the food and beverage sector with record-breaking outcomes. Drawing over 14,000 visitors, the event hosted approximately 3,000 meetings among more than 300 companies and 120 buyers from 96 countries, resulting in an estimated R$150 million in business. Beni Piatetzky, general director of Koelnmesse Brazil, highlighted the event’s high-caliber environment, where over 60% of attendees were decision-makers. Sustainability was central to Anuga, with over 2.6 tons of food collected for social causes through a partnership with Sesc Mesa Brasil. The event featured 200 hours of content focused on market trends and innovations, reflecting the sector’s growing emphasis on healthier products.
These dual participations illustrate Brazil’s dynamic presence on the global stage, from industrial technology innovation to the vibrant food and beverage market, fostering economic growth and bilateral cooperation with key partners such as Germany.
This article was translated and synthesized from Brazilian sources, providing English-speaking readers with local perspectives.
