03/06/2024 14h34

Government of SP brings unprecedented structure to SXSW, the largest innovation event in the world

Casa São Paulo will have actions focused on generating business and attracting foreign investment from March 9th to 12th, in the USA


The Government of São Paulo will take an unprecedented action to the 2024 edition of South by Southwest (SXSW), the largest innovation event in the world that takes place between March 8th and 16th, in Austin, USA. The São Paulo management will be present with Casa São Paulo, located in front of the event's main hangar and with activities between March 9th and 12th. The objective is to promote São Paulo as the main hub for innovation and creative economy in Latin America, in addition to attracting foreign investment.

It is the first time that a Brazilian state will have its own space within SXSW, which brings together the main brands and global leaders in technology, entertainment, internet, music, cinema and games. With around 1,000 m², Casa São Paulo will have the capacity to receive at least 5,000 people and will function as a hub for visitors from all over the world.

The objective of Casa São Paulo is to present São Paulo's business and partnership opportunities in the cultural industry and in areas that are at the center of political and economic debate and are addressed at SXSW.

The event will feature lectures by state management representatives, such as secretaries Marilia Marton and Guilherme Piai (Agriculture and Supply), Jorge Lima (Economic Development), directors of Sabesp and partners from the Government of São Paulo in different projects, including the “Abrigo Amigo ”, which offers companionship and security to women at various bus stops in the capital.

Casa São Paulo's programming will be developed along four thematic axes: technology and innovation; social impact; creative economy, games and audiovisual; and arts and festivals. The themes of sustainability and business will be transversal to all activities at the space, which will also offer lectures, workshops, networking events and actions carried out by the State and partner brands.

The organization of the space – which will even have a studio for streaming broadcasts – is carried out by the Secretariat of Culture, Economy and Creative Industry and by InvestSP, an investment promotion agency linked to the Secretariat of Economic Development, in partnership with Gerando Falcões.

“Promoting sustainable economic development that values ​​the cultural potential of each region of the State of São Paulo is a premise of this Government. This alignment, increasingly closer with the Secretariat of Culture, through InvestSP, and which has generated resources, jobs and income, is proof that we are on the right path”, stated the secretary of SDE, Jorge Lima.

“We want to show that São Paulo is the perfect place for those who want to invest in the creative economy and innovation. We have research centers of excellence, the best universities in the country, a startup ecosystem recognized around the world and, above all, people passionate about culture and eager to innovate and undertake”, stated the president of InvestSP, Rui Gomes.

Casa São Paulo will also be the stage for shows with DJs and aesthetics focused on the urban culture of plastic arts and graffiti, in addition to the exhibition of content about state management and partner brands on multimedia panels. Gerando Falcões will also publish content about the creativity of peripheral areas and applications in combating social and environmental problems.

The initiative is sponsored by Ambev, BRF/Marfrig, Instituto CCR, Itaú and Fundação Itaú, Sabesp and Toyota. Companies will also be highlighted in the programming and take over the Business Talk moments.


For the third year in a row, the CreativeSP program, the result of a partnership between the Secretariat of Culture, Economy and Creative Industry and InvestSP, will take ten companies from São Paulo to business rounds at SXSW. They will also participate in Casa São Paulo's actions, with the expectation of generating up to R$50 million in opportunities.

The program has already taken 163 companies from the cultural industry to some of the biggest creative economy events in the world, such as SXSW (USA), Cannes Film Festival (France), Frankfurt Book Fair (Germany) and Web Summit Lisboa (Portugal) .

The projection of new business generated by CreativeSP, so far, is R$846 million, with the creation of 16,100 jobs. The good results led the Government of São Paulo to extend the program until 2028 with the expectation of injecting around R$2.5 billion into the São Paulo cultural industry in the coming years.

Check out the highlights of Casa São Paulo on SWSX

Day 9 – 3:30 pm (local time)

Guilherme Piai, State Secretary of Agriculture and Supply, on the panel "Accelerating the progress of sustainability in Agritech through innovation"

Day 9 - 5pm (local time)

Marilia Marton, state secretary of Cultural, Economy and Creative Industry, on the panel "São Paulo welcomes the SXSW community"

Day 10 - 11:30 am (local time)

Marilia Marton, state secretary of Cultural, Economy and Creative Industry, on the panel "Gerando Falcões presents: Favela Day"

Day 10 - 2:30 pm (local time)

Virgínia Ribeiro, superintendent of Sustainability and Corporate Governance at Sabesp, on the panel "What is the future of cities in the new climate context?"

Day 11 - 11:30am (local time)

Directors of agencies InPress and Baila and Eletromídia on the panel "Communicating with purpose: discussing the role of public communication in impacting people's lives"

Day 12 – 11am (local time)

The Secretary of Economic Development of the State of São Paulo, Jorge Lima, is highlighted in the panel “Driving the future: leadership and innovation”