Home One of the most anticipated presentations at the IV World Plastic Connection Summit®, an event held by Think Plastic Brazil, a portfolio of solutions for the plastic-converted products sector in the internationalization process for target markets, held through a partnership between ApexBrasil (Brazilian Trade and Investment Promotion Agency) and INP (Brazilian Plastics Institute), on Tuesday (8), at Novotel Center Norte, in São Paulo, was the lecture by Angela Hirata, executive responsible for the internationalization of the Havaianas brand in the early 2000s.
In front of a packed auditorium, Hirata shared her journey as head of the foreign trade area at Alpargatas, as well as reflections on the power of design and colors as instruments of cultural identity and brand positioning in the international market.
Her talk, entitled “Colors and Brazilian design for the world,” was part of the Hybrid International Seminar, one of the eight projects that make up the Summit ecosystem, and highlighted how Brazil can transform its diversity into a competitive advantage. With an inspiring speech and practical experience, Hirata reinforced the importance of associating cultural values with product innovation.
A pioneer in the internationalization process that brings the Made in Brazil concept to the world, Angela highlights the power of colors to tell a story in her products, with the potential to convey a lifestyle. Her work was a key part of the repositioning of Havaianas, today a symbol of sophisticated Brazilianness abroad, elevated from a popular utility item to a must-have item, displayed in the largest shopping malls in major global capitals. This process took place in just three years, when she and her team took the brand to more than 80 countries. Today, they are present in more than 100 international markets.
Angela emphasized that the secret to international success lies in understanding local culture and valuing Brazilian origins. By listening to global consumers without losing their essence, combining innovation with authenticity, she highlighted the opportunities in which she managed to place the product in the international press at no cost, through strategic actions, such as sending kits to the Oscars from 2004 to 2007. “The brand’s adaptation to different demands, such as the inclusion of heels, straps and jewelry, made the brand a reference in establishing connections with the public”, she reinforced.
In addition to his professional experience, Hirata also emphasized the role of colors in inclusive design, in line with the day’s other presentations, such as the launch of Color Trend 2026® and the see color method, which promotes accessibility for people with visual impairments.
About Think Plastic Brazil
Think Plastic Brazil started its activities with 38 companies and, over the last 20 years, has expanded its participation to more than 250 companies. During this period, the Portfolio promoted 4,773 participations of companies in the industry in 240 projects specifically for Trade Promotion, resulting in 64,366 meetings. The economic impact was significant, with more than US$1.247 billion in business generated and a total investment of US$12.338 million, achieving an impressive ROI of US$101.04 for every dollar invested.
For those interested in buying from Brazil and contacting Brazilian companies associated with Think Plastic Brazil directly, please contact cristina.sacramento@thinkplasticbrazil.com and daniela.ornelas@thinkplasticbrazil.com via email or visit the website (https://thinkplasticbrazil.com/en/home-en/). Think Plastic Brazil is a non-profit, non-commissioned organization that can facilitate your direct contact with Brazilian producers.
About INP
Founded in 1989, the Brazilian Plastic Institute – INP arises amid the process of globalization and the need to make the plastic market more competitive internationally. Its strength and representativeness are the results of the union of the Brazilian Processed Plastic and Recycling Industry (ABIPLAST), the Brazilian Association of the Chemical Industry (ABIQUIM), and the Union of Synthetic Resin Industries in the State of São Paulo (SIRESP).
As a sectoral technological body, the INP’s is to be the focal point for the entire plastics production chain in Brazil. To this end, the body maintains an extensive workforce qualification program, promotes access to the most modern technologies, especially for small and medium-sized companies, and develops Technical Standards so that products with better quality be manufactured.
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.
