In addition to participating in meetings and site visits in Buenos Aires, Brazilian franchisors also attended Expo Franquicias 2025.
Franchising Brasil — the internationalization program for the franchise sector, carried out through a partnership between the Brazilian Association of Franchising (ABF) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil) — brought together representatives from 22 Brazilian companies to participate in the Argentina Trade Mission from September 9 to 12.
Held in Buenos Aires, the initiative generated over US$1 million in business prospects and aimed to deepen knowledge of the Argentine market, promote strategic networking, and expand international opportunities for Brazilian franchises.
The delegation was composed of the following companies: Aramis, Bateras Beat, Bee Delivery, Buddha Spa, Casa do Construtor, Corpo Bueno, Doutor Sofá, Fast4You, Global Franchise, HGM, Ital’in House, Lavateria, Lave & Pegue, Maria Pitanga, Mercadão dos Óculos, New Shoes, Popcorn Gourmet, Rede Vistorias, Space Hunters, Urban Performance, VC.autor and Yungas.
On the first day, participants were at the Embassy of Brazil for a series of workshops featuring presentations by Argentine government representatives, lawyers, consultants, and local franchisees. The meeting represented an immersion into the legal, bureaucratic, and cultural aspects of the market. Afterward, the delegation participated in a welcome cocktail reception organized by the Argentine Association of Brands and Franchises (AAMF), which brought together entrepreneurs and investors from various countries.
The second day was dedicated to site visits to prominent companies in the Argentine market, such as Café Martínez, one of the country’s leading coffee shop networks; Banco Patagonia, an extension of Banco do Brasil in Argentina; and Alto Palermo Shopping Mall, one of the most traditional shopping centers in Buenos Aires. During these visits, the Brazilian entrepreneurs were able to gain a deeper understanding of local operations.
On the third and fourth days, the delegation participated in the 30th edition of Expo Franquicias Argentina, held at the La Rural venue. The event is the country’s largest business showcase for franchises, annually bringing together local and international brands, consultants, suppliers, and potential investors. Franchising Brasil had a booth where eight Brazilian companies were able to showcase their business models and hold meetings with potential partners. The other participants also took the opportunity to visit booths, expand their networks, and strengthen their presence in the international market.
Bruno Amado, Executive Manager of Franchising Brasil and International Projects Manager at the ABF, highlighted the mission’s strategic importance. “The outcome of the mission demonstrates that our brands have significant expansion potential in Argentina. This direct contact with local investors and partners is key to transforming opportunities into concrete business deals,” 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 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.