SP House Shines at SXSW 2026, Boosting São Paulo’s Global Business and Creative Economy Presence
São Paulo's SP House at SXSW 2026 expands as a global hub, showcasing the city's innovation and creative economy while driving international business and investment.
- • SP House expanded its space and capacity at SXSW 2026, hosting 30 companies from São Paulo.
- • Companies are engaged in strategic meetings and pitches to global investors across technology, creative economy, and tourism sectors.
- • Economic impact from SP House grew from R$ 100 million in 2024 to R$ 172 million in 2025, with further growth expected.
- • São Paulo is positioning itself as a global leader in innovation, sustainability, and creative industries.
- • Personal relationships remain key in business negotiations, aligning with SXSW's emphasis on interpersonal connections.
Key details
The São Paulo State Government has made a significant impact at SXSW 2026 in Austin, Texas, with the expansion of SP House, its dedicated hub for business, technology, and creative economy sectors. The event, held from March 13 to 16, has seen 30 São Paulo-based companies engaging in critical business rounds, pitches, and investor meetings, aiming to strengthen international partnerships and drive investments.
SP House, located on Congress Avenue, has doubled its capacity to 2,200 square meters this year, reflecting its growth since its inaugural year in 2024. Attendance is projected to rise, with visitor numbers expected to reach 15,000 in 2025, alongside an economic impact increase from R$ 102 million to R$ 172 million in the same period. The hub is strategically subdivided into three groups: SP Global Tech for technology startups, CreativeSP for audiovisual and marketing sectors, and DiscoverSP focused on tourism promotion.
The initiative, coordinated by InvestSP, supports a diverse range of startups, including AI analysis platform Draiven and carbon capture cleantech GLR Tech, emphasizing São Paulo’s leadership in sustainability and energy transition at the festival. The creative economy segment contributes around 3% of Brazil’s GDP and is highlighted through the participation of several innovative companies.
Stephanie Costa, Executive Secretary of the Science, Technology and Innovation Department, highlighted the importance of building international connections, underscoring that companies seek not only capital but meaningful partnerships. Julia Saluh, Director of International Relations at InvestSP, noted the vital role of personal relationships at SXSW, aligning with the festival’s focus on interpersonal business interactions.
Rui Gomes, President of InvestSP, affirmed São Paulo’s ambition to lead rather than observe in innovation and creative economy, anticipating that many deals initiated at SXSW will translate into investments within the state throughout the year. The SP House’s integrated and diverse programming aims to foster cross-sector collaboration, broaden access to global markets, and promote São Paulo as a true success story in international business and innovation circles.
This article was translated and synthesized from Brazilian sources, providing English-speaking readers with local perspectives.
