A Creative Industries Secretariat was created in January 2011 by President Dilma Roussef to increase the participation of this sector in the Brazilian economy.
Creative Industries sector in Brazil
Boosting the Creative Industries sector is one of the main goals of the Brazilian Ministry for Culture.
Britain’s tradition of innovation and global cultural connections are highly regarded in Brazil. A Creative
Industries Secretariat was created in January 2011 by President Dilma Roussef to increase the participation
of this sector in the Brazilian economy.
Recent studies showed that Creative Industries account for 2.5% of Brazil’s GDP. Some states,
such as Sao Paulo and Rio de Janeiro, have already achieved shares above the country’s average
in this sector. The estimated turnover of the sector for 2010 was of US$240 billion. Between
2002 and 2008, the Brazilian exports of goods and services in this segment went from US$ 2.4
billion to US$ 7.5 billion.
Creative Industries are growing at a faster rate than the world economy in general, representing
seven percent of global GDP, equivalent to US$1.3 billion dollars. (Source: UNCTAD). In
Brazil, the segment grew 500% over a period of 10 years, generating around 1.8 million new
jobs. Until 2010, the core of the Creative Industries sector employed 771,000 workers. However,
the entire Creative Industries chain – which comprises industry, services and trade – accounted
for 11.8 million jobs, most of them concentrated on fashion and design.
In Brazil, the number of companies in this segment exceeds 320,000. 99.87% of them are small
and medium companies.
ξ Brazil is the world’s 12th music market. Between 2010 and 2011, the recording industry
grew 8.47%, achieving a turnover of 129.5 million GBP. Opportunities for electronic and
British pop music can be found throughout the country.
ξ Between 2008 and 2010, the book publishing industry in Brazil went through a fast
growth, going from approximately 340.000 books published to around 492.000. Their
earnings in 2010 were around 1.56 billion GBP. Also, the last edition of Book Bienal
reached an audience of 670,000 people. Another success is the International Literary
Festival of Paraty (FLIP), which is organised by Liz Calder, editor and founder of
Bloomsbury. The festival has featured British writers such as Salman Rushdie and Ian
McEwan – who will return for the 2012 edition.
ξ Design and fashion design are others sub-sectors of Creative Industries that offer major
commercial opportunities for UK companies. Brazilian companies are fully aware of the
necessity to invest in design in order to compete overseas and Brazil wants to increase its
exports of sophisticated products. Also, the country’s luxury market, where UK fashion
designers fit, is the largest in Latin America, accounting for 70% of the segment.
Opportunities in this field are distributed along seven promising cities in addition to Sao
Paulo and Rio de Janeiro. In 2012, another luxury landmark will be inaugurated in Sao
Paulo: JK Mall. This shopping centre will be home to the first Topshop store in Brazil.
ξ The major sports events that Brazil will host in the next years (2014 World Cup and 2016
Olympics in Rio) will propel the role of art, culture and Creative Industries in general.
New ideas, especially in services, design, branding and marketing, will certainly be
Latest export opportunities – Creative & Media
Latest export opportunities - Brazil
Getting into the market
The creative industries sector in Brazil has no specific key method for doing business. The best
way to approach the market is to be introduced to it in all of Brazil – from the North to the South,
paying especial attention to the Southern region, where the cities of Sao Paulo and Rio de Janeiro
are located. Salvador and Curitiba also present good opportunities.
UK products are considered to be of high quality but also high price. In most cases, the decisive
issue still is the price. Under Brazilian’s law, it is mandatory to have marketing literature in
Portuguese. Brazilians are well-versed in international trading practices and trends.
Because of the dynamics of the Brazilian market, the businessmen are quick decision-makers,
extremely flexible and fast to detect commercial opportunities. The initial approach when doing
business is extremely important:
Brazilians expect face-to-face contact with their suppliers and look for commitment to their
market. Clear catalogue prices in US dollars FOB or preferably landed at a Brazilian port. When
visiting Brazil, despite the tropical climate in much of the country, it is customary to wear a suit
More about doing business in Brazil
Market intelligence is critical when doing business overseas and UKTI can provide bespoke
market research and support during overseas visits though our chargeable Overseas Market
Introduction Service (OMIS).
To commission research or for general advice about the market, get in touch with our specialists
based overseas - or contact your local international trade team.
ξ Simone Ricci, Sector Manager, British Consulate-General in Sao Paulo. Tel: +55 11 3094
2746 or email: firstname.lastname@example.org.
ξ Vera Oliveira, Commercial Assistant, British Consulate-General in Sao Paulo. Tel: +41
(0)22 333 4444 or email: email@example.com.
Contact your local international trade team
UKTI runs a range of events for exporters, including seminars in the UK, trade missions to
overseas markets and support for attendance at overseas trade shows.
Latest events – Creative & Media
FLIP – Literature Festival
04-08 July 2012
19-23 September 2012
29 May – 22 July 2012
Bienal de artes de Sao Paulo ( Art Biennale)
07 September – 9 December 2012
More about OMIS and other UKTI services for exporters