The internationalization project conducted five international missions with Brazilian franchises over the last year

The Franchising Brasil program, an initiative by the Brazilian Association of Franchising (ABF) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), sustained a consistent pace of international actions in 2025, reinforcing the positioning of Brazilian franchises on the global stage.

Throughout the year, trade missions and participation in international fairs resulted in USD 11,825,828.70 in projected new business, expanding the presence of national brands in strategic markets across Europe, North America, and Latin America.

Franchise Expo Paris 2025, held from March 15 to 17, kicked off the international calendar, generating a forecast of USD 4 million in deals for the Brazilian delegation of 12 companies. The participation included lectures, workshops (held with the Brazil-France Chamber of Commerce and SECOM), and technical visits to enhance knowledge of the European franchising market.

In May, the Miami Mission focused on deepening the understanding of the North American market and broadening relationships with international investors. Held from May 7 to 10, the action gathered 19 Brazilian companies and resulted in USD 2.11 million in projected business. The agenda included workshops on the legal and bureaucratic aspects of entering the United States, alongside technical visits to established franchises and participation in the inaugural edition of the IFA World Franchise Show, where 10 Brazilian companies participated as exhibitors.

In the domestic market, the ABF Franchising Expo 2025, which took place from June 25 to 28 in São Paulo, served as a strategic venue and occasion for internationalization. The Buyers Project (Projeto Comprador), a Franchising Brasil initiative, held 29 matchmaking sessions with investors from Argentina and Panama, generating USD 1,854,000.00 in projected business. This edition also celebrated Franchising Brasil’s 20th anniversary with a cocktail reception.

Second Half of the Year

The Argentina Mission, held from September 9 to 12, generated over USD 1 million in projected business in the second half of the year. The delegation participated in workshops at the Embassy, technical visits, and the Expo Franquicias Argentina 2025, deepening their market knowledge and identifying expansion opportunities.

Concluding the year’s international calendar, the Trade Mission to Portugal, held from October 15 to 18, generated USD 2,342,510.00 in projected new business. The schedule included workshops at AICEP, technical visits to companies and shopping centers, and two days of participation at Expofranchise 2025 in Lisbon.

For Andrea Ferrari, the new International Relations Manager at ABF and Head of Franchising Brasil, the 2025 results reflect the program’s consistency and the growing appeal of Brazilian franchises in the international market. “The international missions and fairs demonstrate that Brazilian franchising is increasingly prepared to compete globally. The business projections generated throughout the year reinforce investor confidence and highlight our brands’ ability to adapt to different markets and cultures,” she states.

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.