Small Brazilian businesses will present Artificial Intelligence (AI) and sustainability solutions at the largest industrial technology fair in the world, which officially opened this Sunday (19). With support from Sebrae, 190 micro and small companies (MSE) and startups participate in Hannover Messe 2026, which will be held until April 24, in Hannover, Germany.
At the official opening of the event, President Luiz Inácio Lula da Silva recalled that Brazil was the first partner of the Hannover Fair. “Industry and innovation have become a priority in our development policy, with the green economy and industry 4.0 as central matrices. Now, with the EU-Mercosur agreement, Brazil can help Germany save energy. 90% of the country’s energy is clean”, he highlighted.
Lula also spoke about the importance of Artificial Intelligence being used to reduce illiteracy and hunger in the world. German Prime Minister, Frederic Merz, reinforced the relationship between the two countries and the possibilities that the EU-Mercosur agreement will provide in a short time.
During the visit to Germany, around ten agreements should be signed and initiatives announced in areas such as defense, AI, innovation, infrastructure, climate research, energy, bioeconomy, circular economy, climate finance and technological cooperation.
At the opening ceremony, the mayor of Hannover, Belit Onay, highlighted the relevance of Brazil as a partner. “It is the main economic country in South America. The market will be significantly expanded,” he stated. This is the second time that Brazil has achieved this status. The last time was in 1980, when Hannover Messe began the practice of choosing partner countries.
“Brazil is today one of the best countries to invest in the world”, highlights the president of Sebrae, Rodrigo Soares, who highlighted the importance of Brazilian industrial policy to further reinforce the development of the national economy.
“Led by President Lula, Nova Indústria Brasil was created, in which Sebrae participates, alongside MDIC, helping MSEs. By 2027, 200,000 companies will be served in the country, with 80,000 MSEs in the industry supported by Sebrae”
Rodrigo Soares, president of Sebrae Nacional
“This policy will allow us to generate more technology, innovation, efficiency and productivity for Brazilians”, adds Rodrigo Soares.
Germany is the largest economy in Europe and the third in the world, in addition to being Brazil’s fourth largest trading partnerwith a trade flow of US$20.9 billion in 2025, and a stock of direct investments estimated at US$38.5 billion in 2024.
About the event
Hannover Messe, held since 1947, brings together global trends in digitalization, sustainability, energy and innovation. The Brazilian Export and Investment Promotion Agency (ApexBrasil) ─ linked to the Ministry of Development, Industry, Commerce and Services (MDIC) ─ organizes the country’s participation.
In an area with more than ten pavilions, exhibitors and representatives of companies from different countries will be able to exchange information, learn about and present technologies, in addition to closing deals. In the 2026 edition, the event is expected to bring together more than 130,000 visitors, around 4,000 exhibitors and representatives from 60 countriesconsolidating itself as a strategic showcase for connections and generating global business.
Source: www.agenciasebrae.com.br
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