In 2025, Franchising Brasil, a program developed by the Brazilian Franchising Association (ABF) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), celebrates two decades of operation. Since its creation, the initiative has been essential in the internationalization of Brazilian franchises, promoting the expansion of national brands and consolidating Brazil as one of the global leaders in the franchising sector.
“Over the past 20 years, the program has played a fundamental role in the international expansion of national brands, strengthening Brazilian franchising and boosting the country’s economic development,” says Bruno Amado, executive manager of Franchising Brasil and International Projects Manager at ABF. “And we will continue to pursue this mission, supporting new companies to enter strategic markets and consolidating Brazil as a reference in the sector,” he concludes.
The birth of a strategic project
Brazilian franchising has always stood out for the solidity of its business model and the diversity of segments served, from food and fashion to educational services and well-being. In the early 2000s, with the growth of the sector and the increased interest of foreign investors, the need for a structured program to take Brazilian franchises abroad became evident.
It was in this context that, in 2004, ABF began negotiations to create a franchise export initiative, and the following year, it entered into a partnership with ApexBrasil to officially launch Franchising Brasil. The objective was clear: to offer strategic, financial and promotional support so that Brazilian chains could expand their operations beyond national borders.
Growth and global impact
Since its launch, the program has played a fundamental role in the international presence of Brazilian franchises. At the beginning, in 2005, only 50 brands had operations abroad. This number has grown significantly over the years and, in 2022, there were already 213 chains operating in foreign markets, an increase of more than 300%.
The success of Franchising Brasil is due to a series of strategic initiatives, such as participation in international fairs, the organization of trade and technical missions and the promotion of business rounds between Brazilian franchisors and international investors. Over the course of these two decades, the program has enabled the entry of national brands into more than 40 countries, ensuring visibility and credibility for Brazilian franchising.
Priority markets were defined according to growth potential and demand for Brazilian business models. The United States, Panama, Mexico, Chile, Colombia, Paraguay, China, Portugal and the United Arab Emirates are among the main destinations for franchises that participated in the program.
Recognition and strengthening of the sector
In addition to fostering internationalization, the program has become a recognition platform for the most prominent Brazilian franchises abroad. Among its initiatives, the Internationalization Highlight Award, created by Franchising Brasil, celebrates the success of brands that have expanded their operations to other countries, highlighting their capacity for adaptation, innovation and global growth strategies.
The first edition of the award took place in 2021, marking a significant moment for the sector, by highlighting networks that managed to consolidate their presence outside Brazil. In addition to recognizing the performance of these companies, the award plays an essential role in promoting Brazilian franchising abroad, highlighting how Brazilian brands are able to compete globally and adapt their business models to different cultures and markets.
Another important step forward was the renewal of the partnership between ABF and ApexBrasil in 2024. The new agreement foresees an investment of approximately R$4.5 million in the following years, with the goal of supporting 180 companies and expanding the number of international Brazilian franchise operations to 1,190 by the end of 2025.
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
The Brazilian Franchising Association (ABF) is a non-profit organization founded in 1987 that officially represents the Brazilian franchising system. The sector recorded an annual revenue of over R$270 billion in 2024, with over 197,000 operations and around 3,300 franchise brands spread throughout Brazil. Furthermore, Brazilian franchising accounts for over 2.2% of the GDP and directly employs over 1.7 million people. Currently, with over 1,700 members and covering the entire national territory through its Rio de Janeiro chapter and regional chapters (Central-West, São Paulo countryside, Minas Gerais, Northeast and South), the organization brings together franchisors, franchisees, lawyers, consultants and other suppliers and stakeholders in the sector. Although it is not a regulatory body, the purpose of the ABF is to promote Brazilian franchising, nationally and internationally, so that it remains prosperous, sustainable, innovative, inclusive, honest and ethical. The Association is dedicated to improving the Brazilian franchise system by training people in various in-person and online courses, encouraging innovation, disseminating best practices, representing the various public bodies and publicizing the sector’s results.
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.