Held from October 15 to 18, the 2025 Portugal Mission, organized by Franchising Brasil — a partnership between the Brazilian Association of Franchising (ABF) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil), focused on the internationalization of Brazilian companies in the franchise sector — generated US$2,342,510 in new business prospects for the 16-brand delegation that participated in the international initiative.
The mission included the Brazilian franchise networks Bateras Beat, Barão Select, Corpo Bueno, Doutor Sofá, Eco Smart Lavanderia, Jah Açaí, Lave & Pegue, L’Entrecôte de Paris, Mercadão dos Óculos, New Shoes, Rede Vistorias, RZD, Space Hunters, Urban Performance, VC.autor, and Yungas. The agenda offered an immersion into the Portuguese franchise sector, featuring workshops, site visits to local stakeholders, and two days of participation in Expofranchise 2025.
On the first day, participants attended workshops at the headquarters of AICEP (Portuguese Trade and Investment Agency). The event covered the internationalization of franchising, exploring marketing strategies, new market opportunities, legal aspects in Portugal and Europe, and the role of retail and shopping centers in the global expansion of franchise networks.
On the second day, franchise representatives conducted site visits to Nata Lisboa, a Portuguese coffee shop chain inspired by the iconic pastel de nata; Doutor Finanças, a Portuguese company specializing in financial solutions and financial education; TAB, a branding and strategic communication agency; and UBBO, one of Portugal’s largest shopping centers, where they also visited a Chilli Beans operation.
On the final two days, the delegation participated in Expofranchise 2025, held at Pátio da Galé in Praça do Comércio, Lisbon. The event brought together more than 60 Portuguese and international brands, featuring talks, workshops, and networking spaces, serving as a strategic platform for both entrepreneurs and investors. At the Franchising Brasil booth, eight companies exhibited their brands and held business meetings with potential international partners. The remaining companies in the delegation visited other booths at the fair to expand their networks.
“This visit to Portugal was an important step in bringing Brazilian franchising even closer to the European market. The experience provided valuable exchanges, learning about the business environment in Portugal, and the opening of new commercial opportunities for the participating networks. The results demonstrate the strength and maturity of Brazilian franchises, which continue to gain ground and recognition on the international stage,” said Bruno Amado, Executive Manager of Franchising Brasil and International Projects Manager at the ABF.
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.