The award honored three brands for their successful expansion cases, along with seven finalists
The 5th edition of the International Highlight Award, promoted by the Franchising Brasil program — a partnership between the Brazilian Association of Franchising (ABF) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil) — recognized the brands Doutor Sofá, Chilli Beans, and Oakberry for their achievements beyond Brazil’s borders. The three brands received the award for their ability to combine innovation, strategy, and global impact, serving as examples of the strength and competitiveness of Brazilian franchising on the international stage.
In addition to the winners, the brands Casa do Construtor, CleanNew, Espaçolaser, Lavateria, Maria Pitanga, Onodera, and Smart Fit were also among the finalists. Their trajectories and international expansion strategies are compiled in a digital, trilingual e-book, available for download, which reveals the behind-the-scenes success of these networks and inspires new internationalization initiatives in Brazilian franchising.
The winners were announced at ABF CON 2025, held from October 22 to 26 at the Transamerica Resort on Comandatuba Island, in Bahia. In addition to the award, the winning brands received complimentary lodging and registration to attend the convention — one of the sector’s largest gatherings. The event brought together national and international franchising leaders and executives for days of immersion, networking, and knowledge sharing.
This year’s award set a new record for submissions, with a total of 20 internationalization cases received. The judging committee, composed of representatives from Franchising Brasil and international experts, evaluated criteria such as market complexity, degree of innovation, and the impact of international operations. The committee also considered the brands’ engagement in the promotional and training initiatives offered by the program, which for 20 years has been fostering the global presence of Brazilian franchises.
According to Bruno Amado, Executive Manager of Franchising Brasil and International Projects Manager at the ABF, the award reflects the maturity and global outlook of Brazilian brands: “More and more, our franchises are demonstrating their ambition and readiness to compete in a global market. The International Highlight Award is a way to recognize this movement. It celebrates Brazil’s entrepreneurial talent and encourages other networks to expand their horizons with strategy, purpose, and confidence.”
About Franchising Brasil
Franchising Brasil is a project that aims to support the internationalization strategy of Brazilian franchise networks and their commercial promotion in key international markets. The initiative is a partnership between the ABF and ApexBrasil, which works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy through trade promotion initiatives. To participate, download and fill out the membership form available on the website and send it to internacional@abf.com.br.
About the ABF
Founded in 1987, the Brazilian Association of Franchising (ABF) is a non-profit entity that officially represents the Brazilian franchising system. Its mission is to defend, promote, and foster the sector, both nationally and internationally, so that it remains prosperous, sustainable, innovative, inclusive, and ethical. With more than 35 years of history, the ABF enjoys great prestige and an established reputation in the market. The association also serves as the headquarters of the Ibero-American Franchise Federation (FIAF), is a member of the International Franchise Association (IFA), leader of the World Franchise Council (WFC), and the organizer of the world’s largest franchise expo, the ABF Franchising Expo.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) promotes Brazilian products and services abroad and attracts foreign investments to strategic industries of the Brazilian economy. To reach its goals, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and trade missions, business roundtables, support for the participation of Brazilian companies in major international fairs, and visits by foreign buyers and influencers to learn about the Brazilian productive structure, among other business platforms that are also focused on strengthening “Brazil” as a brand. The agency also acts in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for the development of the competitiveness of Brazilian companies and the country.