The Franchising Brasil program, an initiative of the Brazilian Franchising Association (ABF) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), achieved significant results in 2024. The program generated US$20.2 million in new business opportunities by promoting the internationalization of Brazilian brands and connecting them with foreign investors, consolidating Brazil as a relevant player in the global franchise market.
At the Multi-Unit Franchising Conference 2024, held in March, six Brazilian companies that participated in the fair reported a business forecast of US$ 6.2 million. The Brazilian delegation, also composed of more than 40 franchisees, had the opportunity to participate in technical visits and meetings with local brands, further enriching their knowledge about the franchise market in the United States.
Franchise Expo Paris 2024 was another event of great importance for Brazilian franchises, which generated an expected US$1.78 million in business. The nine companies that attended one of the largest franchise fairs in the world reinforced Brazil’s image as a promising market. The visit to the Brazilian Embassy in Paris and meetings with local investors opened up new possibilities for partnerships in the European market.
In Guatemala, the trade mission organized by Franchising Brasil, held in May, generated US$3.38 million in business prospects. During the visit, Brazilian companies participated in workshops, business rounds and technical visits to local brands, which resulted in several opportunities for expansion into the Guatemalan market.
In addition to these events, the ABF Franchising Expo 2024 in São Paulo, which took place in June, also stood out as a milestone for the internationalization of Brazilian franchises. During the fair, the Buyer Project mobilized 35 Brazilian companies to talk to international investors from countries such as Colombia, Chile and Peru and resulted in US$ 3.65 million in business expectations.
Second semester
In July, Franchising Brasil’s mission to China in 2024 had a major impact, with the aim of expanding the presence of Brazilian franchises in the Asian market. During the trip, meetings were held with investors and visits to local shopping centers and franchises, generating US$1.08 million in prospected business, reinforcing the growing interest in the Brazilian brand in China.
In Chile, the October trade mission resulted in US$2.87 million in business prospects. The Brazilian delegation, comprised of 18 companies, participated in business rounds, workshops and technical visits, consolidating its presence in the Chilean market.
Finally, the trade mission to Spain and Portugal in November had a significant impact, with an expected US$1.13 million in business. During the mission, Brazilian companies participated in workshops, visited shopping centers and met with investors, further strengthening trade relations with the European market.
Next actions
Bruno Amado, ABF’s international project manager and executive in charge of Franchising Brasil, highlights the confidence in the potential of Brazilian franchising. According to him, strategic initiatives, such as participation in Franchise Expo Paris 2025 and the debut at the IFA World Franchise Show, will be fundamental to expanding the global presence of Brazilian brands.
He also emphasizes that the Buyer Project 2025 will be a unique opportunity to attract new partners and consolidate Brazil as a global reference in the franchise sector. “We are ready to further strengthen our position in the international market,” he says.
About Franchising Brasil
Franchising Brasil is a project that aims to support the internationalization strategy of Brazilian franchise networks and their commercial promotion in the main international markets. The initiative is a partnership between ABF and ApexBrasil, which works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy through commercial promotion actions. To participate, simply download and fill out the membership form available on the website and send it to internacional@abf.com.br.
About ABF
Founded in 1987, the Brazilian Franchising Association (ABF) is a non-profit organization that officially represents the Brazilian franchise system. Its mission is to defend, promote and foster the sector, nationally and internationally, so that it remains prosperous, sustainable, innovative, inclusive and ethical. With over 35 years of history, the ABF enjoys great prestige and a consolidated image in the market. It is also the headquarters of the Ibero-American Franchising Federation (FIAF), leader of the World Franchise Council (WFC) Task Force, member of the International Franchise Association (IFA) and responsible for the largest franchise fair in the world, the ABF Franchising Expo.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve its objectives, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and commercial missions, business rounds, support for the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand. The Agency also works in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for developing the competitiveness of Brazilian companies and the country.