During the ongoing Sharjah Investment Forum 2026, business and investment leaders highlighted a significant evolution in economic relations between the United Arab Emirates (UAE) and Brazil. Over the past decade, these ties have shifted from a long-held emphasis on food trade and essential goods towards mutual investments. This transformation is marked by expanding UAE investments in Brazil and an influx of Brazilian enterprises into the UAE market.
Strategic Location and Economic Flexibility
Prominent figures at the forum noted that Sharjah’s strategic positioning, combined with its robust economy, advanced infrastructure, and superior logistics services, makes it an attractive destination for Brazilian companies looking to expand within the UAE and the broader region. Opportunities for cooperation between Sharjah and São Paulo in trade, economy, education, and culture were also discussed, underscoring the potential for deepened partnerships.
Insights from Key Industry Figures
This dialogue unfolded during the session titled “Beyond Trade: Unlocking the Investment Corridor Between Brazil and the UAE.” Esteemed participants included Ana Beatriz Fernandes, Head of the “Invest SP” agency for the Middle East, North Africa, and India, Lubna Shaheen, Partner at “Solari Dubai,” and Mariana Ricardo, Founder and CEO of “What’s Next.” They examined the critical importance of understanding local business cultures and building trust-based long-term relationships as essential steps for companies to convert investment opportunities into sustainable businesses.
Ana Beatriz Fernandes elaborated on the transformation in economic relations over the past decade, indicating that while previous decades focused on food and commodities trade, the current trend leans more towards reciprocal investments. She pointed out that Sharjah holds a unique position in this relationship due to the established connections in trade, economy, education, and culture that link it with São Paulo. The two cities share similar priorities, opening avenues for extensive collaborations in these sectors, with diplomatic ties between Brazil and the UAE extending over 50 years. Additionally, both countries are members of the BRICS group and are poised to sign a comprehensive economic partnership agreement in the coming year.
Understanding Local Business Culture
Lubna Shaheen stressed the necessity for Brazilian entrepreneurs eager to penetrate the UAE market to comprehend the nuances of local business culture and foster enduring relationships grounded in trust. “Brazilian entrepreneurs entering the UAE need to understand the local business culture, engage with experienced market players, and establish long-term, trust-based relationships,” she remarked. Both Emiratis and Brazilians greatly appreciate personal relationships, and business leaders in Sharjah exhibit eagerness and openness to explore new partnerships, making the emirate a favoured destination for Brazilian companies.
In agreement, Mariana Ricardo asserted that establishing a company in the UAE is merely the initial step. She noted that transforming available opportunities into sustainable businesses necessitates a long-term vision, clear planning for both short and medium terms, investment in teams, and an appreciation of local business culture.
The Role of Innovation and Technology
Another session titled “From Imagination to Reinvention” featured Matthias Holweck, Founder of “HWKN Architecture D.P.C.,” who discussed how artificial intelligence (AI) assists architects in developing and visualising designs. He explained, “We have used AI to analyse architectural landmarks in New York and to develop design concepts inspired by the city’s history and character. In Sharjah’s area 11, we are applying AI to develop designs that respond to the local climate, site, and surrounding culture, while maintaining the crucial elements of human creativity, professional judgement, and the designer’s vision throughout the process.”
Additional sessions at the forum addressed the opportunities available to youth, decision-making processes, and the practical applications of AI in business. These included discussions titled “The Evolving Business Landscape in Sharjah: Opportunities for Youth,” “The Psychology of Successful Decision-Making in Business and Life,” and “The Problem Room: Solving Real-Time Challenges Using AI,” demonstrating the technological applications in market analysis, business formation, and investment research.
Transformative AI Applications
In a closely related session, Indian entrepreneur and AI developer Varun Maya showcased his company “Aeos,” which focuses on generative AI applications. In a presentation titled “Beyond Today: Investing in the Future Economy,” he revealed how the company “Pocket FM” reduced content production costs from approximately $1,000 to $50 per hour—a staggering 95% reduction—illustrating the transformative impact AI technologies can have on digital production and the opportunities they present for companies to cut costs, accelerate processes, and scale their operations.