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Pavilion to boost Danish exports to the host of the Olympics

Just as the Olympics opened, so did a Danish pavilion on the famous Ipanema Beach in Brazil. A unique showcase is giving Danish businesses the opportunity to enter the Brazilian market.
His Royal Highness Crown Prince Frederik opens the Danish pavilion on Ipanema Beach in Rio. Photo: VisitDenmark

Publiceret: 12.08.2016
Af Karen Witt Olsen mail

From Thursday, 4 August, drinks, sand and waves will not be the only things on offer on Ipanema Beach in Rio de Janeiro.

Denmark has been given exclusive permission to set up a 300-square-metre pavilion in the middle of the beach. The pavilion is to act as a showcase for Danish products, skills and businesses.

VisitDenmark and Jens Olesen, chairman of the Danish-Brazilian Chamber of Commerce, secured the location of the pavilion.

More than one million tourists are expected to visit Rio de Janeiro during the Olympic Games. The pavilion gives Danish businesses the opportunity to raise their profile and awareness of their products among all these visitors. In a very special place.

Harboes Bryggeri to create an image

One of the businesses represented at the Danish pavilion is Harboes Bryggeri. The brewery is providing pavilion visitors with beer and juice.

- We have chosen to contribute to the Olympic Pavilion as we recognised a unique opportunity to raise awareness of Harboes Bryggeri as an innovative, international company, says Ruth Schade, finance director at the brewery. 

Harboe expect the pavilion to give them the opportunity to meet their clients in South America.

- South America is one of our growth markets and the pavilion provides us with a unique opportunity to meet our customers and business partners from these countries, says Ruth Schade.

The Brazilian market is important

The Olympic flame was lit on Friday the 5th of August. When the flame has been lit, the best sportsmen and -women from across the globe will be competing in Brazil. They will be competing in a country whose economy cannot do the same at the highest level.

Figures published by the IMF show that from 1991 the Brazilian economy was one of the fastest growing in the world, but by 2013 this trend had come to a standstill.

During its economic boom, Brazil landed a place among Denmark’s 20 largest export markets. But Brazil’s economic downturn has been felt in Denmark and in just three years Danish exports have fallen by DKK 5 billion – and Brazil is no longer among Denmark’s largest export markets.

- The economic downturn has, of course, put a temporary stop to the export fairy-tale. But the Brazilian market and its 200 million consumers and 20 years of rapid growth represent a potential for increased exports when the Brazilians hopefully are able to kick-start growth again, says Deputy Director Peter Thagesen from the Confederation of Danish Industry.

Danish businesses at the Olympic Games

The Danish pavilion was designed by Henning Larsen Architects, drinks provided by Harboe are being served and the Confederation of Danish Industry is hosting an event for everyone on 15 August. The theme of the event is sustainability.

The Danish Minister of Foreign Affairs Kristian Jensen (Danish Liberal Party) and Minister of Business and Growth Troels Lund Poulsen (Danish Liberal Party) will both be speaking. Danfoss, Novo Nordisk and many other Danish companies will also be present.

- The Danish sustainability event is a unique platform for presenting Danish visions and solutions for sustainable development, explains Peter Thagesen.

Danish businesses will be offered a different kind of event at which to raise their profile – and although the Brazilian economy is currently on its knees, Danish businesses would do well not to forget about this market.
 
- Despite economic problems, the market is colossal. Brazil is a sleeping giant. When you manage to get things moving, the opportunities are enormous,” Peter Thagesen.

The Danish pavilion will be open until 21 August 2016.

- Despite economic problems, the market is colossal. Brazil is a sleeping giant. When you manage to get things moving, the opportunities are enormous.
DEPUTY DIRECTOR PETER THAGESEN, CONFEDERATION OF DANISH INDUSTRY.
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PUBLISHED: 8/12/2016 LAST MODIFIED: 2/4/2017