On May 14, the Brazilian Embassy in Chile hosted the event “Marcas y Franquicias de Brasil” (Brands and Franchises from Brazil). The objective of the event was to reinforce the importance of collaboration between the public and private sectors in strengthening the Brazil Brand. In addition, the country’s values, such as joy, dynamism, innovation, inventiveness and energy, were highlighted.

The event was attended by more than 90 entrepreneurs, who came together to generate connections and business between Brazilian brands and franchises in Chile, in addition to giving visibility to their presence to players in the distribution and retail sectors and investors. Among the companies present were Natura, SmartFit, Kumon, The Coffee, Inoar, Novex, Karsten, Jaguacy, Moblash and Garibaldi.

“We believe that an event of this nature demonstrates, in itself, the strength of Brazilian brands in Chile and, by presenting success stories of brands and franchises, encourages the arrival of more companies and stimulates more trade and investments on a bilateral level”, stated Felipe Neves Caetano Ribeiro, head of the department for the promotion of trade, agroindustry, tourism and investments at the Brazilian Embassy in Chile.

During his opening speech, Brazilian Ambassador Paulo Pacheco highlighted that Chile is the seventh global market with the largest number and presence of Brazilian brands and franchises, according to the Brazilian Franchising Association (ABF). He also pointed out that there is still much potential to increase this presence, considering that Brazil is Chile’s third largest trading partner globally and the top destination for Chilean investments globally.

According to Felipe Ribeiro, the event fulfilled its purpose of publicizing opportunities in the Chilean market for Brazilian brands, in addition to coinciding with important announcements, such as the arrival of Casa do Construtor in Chile, and the most recent, of the Giraffas chain, scheduled for 2026. “The event was timely, in addition to drawing attention, in the local market, to the quality, success and potential of Brazilian brands and franchises in Chile.”

During the event, the CEOs of Blue Oak Brands and MabraFoods shared their success stories with Brazilian brands in Chile, highlighting the ease and practicality of working with Brazilian entrepreneurs. Both emphasized that the partnership offers several opportunities in the Chilean market.

According to Ribeiro, the main sectors of interest for Chilean investors in the Brazilian brands presented are coffee, cosmetics, the wellness industry, food and supplements, among others.

To support the internationalization of Brazilian brands in Chile, Secom seeks to give visibility to the arrival of new brands and generate cooperation in fairs, events and other commercial promotion actions. “We believe that private brands strengthen the country brand, and that the country brand strengthens private brands, as a symbiotic process. The Brands and Franchises from Brazil event was very successful in terms of attendance and impact, and we are considering a second edition of this initiative”, added the representative.

However, some challenges still need to be faced. “There is often the challenge of not knowing the potential of the Chilean market. Chile is sometimes seen as a ‘small market’, but it is a country with high purchasing power and free trade agreements that account for around 90% of global GDP. Brazil is Chile’s third largest trading partner in the world and the main destination for Chilean investments abroad,” he explained.

Ribeiro also highlighted the great potential for future collaboration between Brazilian and Chilean companies, especially in the franchising sector. According to him, Brazil has a strong manufacturing industry, complementary to Chile’s, with good quality, cost-effectiveness and excellent brands.

To continue this movement of rapprochement, Secom plans to continue supporting the arrival of new Brazilian brands in the Chilean market, with market information, lists of importers, participation in fairs, trade missions and new events. “Brazil needs to be even more present in the Chilean market, and Chileans need to know even more about Brazil’s excellence,” concluded Felipe Ribeiro.

The event provided tangible business opportunities among participants, some of which were communicated to the Embassy, ​​highlighting the success of the initiative.