As the first-ever “Guest Country of Honor” in the history of the fair, Brazil will take center stage at the largest natural stone event in the East.
In 2025, Brazil will assume an unprecedented and prestigious role at the Xiamen Stone Fair, which will take place from March 16 to 19 in China. With the launch of the “Guest Country of Honor” concept, the country will be the focal point of the event, which celebrates its 25th edition and reaffirms Brazil’s leadership in the global natural stone market.
Brazil’s presence at the largest natural stone event in the East is made possible through the It’s Natural – Brazilian Natural Stone program, an initiative aimed at promoting and strengthening Brazilian exports in the international market. This program is led by the Brazilian Natural Stone Association (Centrorochas) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil).
The honorary title will grant Brazil special recognition, putting its natural stones in the spotlight. The program will feature a series of exclusive events that reinforce the connection between culture, innovation, and business, solidifying the country’s leading role. The official ceremony crowning Brazil as Guest Country of Honor 2025 will take place at the Brazilian Pavilion, with the presence of international authorities, including local ambassadors, symbolizing the beginning of the country’s activities at the fair.
On March 16, a cultural presentation will bring the richness and diversity of Brazilian culture to the front plaza of the Exhibition Center and the Brazilian Pavilion, captivating visitors from the very first hours of the event. On March 17, the Brazil Match-Making Event will take place, a dedicated presentation of Brazilian natural stones aimed at connecting national companies with international buyers and specifiers. Led by Centrorochas’ Vice President Fabio Cruz, the talk will highlight the main features and competitive advantages of Brazilian stones in the global market. Subsequently, the Brazil Night will take place—a happy hour at the Sea Viewing Gallery on the 5th floor of the Exhibition Center—offering a relaxed moment for networking and celebration, reinforcing the hospitality and Brazilian spirit throughout the country’s participation in the event.
Additionally, throughout the four days of the fair, Brazil will have a prominent presence in the fourth edition of the “Natural Stone Varieties Collection” exhibition, featuring an exclusive Brazil Zone to showcase samples that highlight the quality and diversity of Brazilian stones.
In 2024, Xiamen Stone Fair recorded impressive numbers, with over 150,000 visitors and 2,000 exhibitors from various parts of the world. “Receiving the invitation from the fair’s organizers to inaugurate this unprecedented honor was a moment of immense joy and pride. This recognition celebrates the solid trade relationship between Brazil and China and offers us a unique opportunity to showcase the unparalleled geological diversity and sustainable practices that define the Brazilian natural stone sector,” said Centrorochas’ President Tales Machado.
Brazil-China Connection
The Brazilian natural stone sector achieved remarkable results in 2024, with accumulated exports reaching USD 1.263 billion between January and December, marking a 12.7% growth compared to the same period in 2023. This performance reinforces Brazil’s relevance in the global market, with products exported to 125 countries throughout the year.
China, recognized as the second-largest destination for Brazilian stones, played a strategic role in this growth, with exports totaling USD 218.5 million in 2024. This figure represents 12.3% of total exports and a significant 25.0% increase compared to the previous year. This trade relationship strengthens the connection between the two countries, with China consolidating its position as a key market for the sector. Meanwhile, the United States remains the largest buyer of Brazilian stones, accounting for 56.3% of total exports, with a volume of USD 711.1 million.
Brazilian identity, Innovation, and Connections
With an area of 480 m², the Brazilian Pavilion at Xiamen Stone Fair 2025 will reflect the strength and diversity of the natural stone sector. Twenty exhibiting companies will represent Brazil at the event, showcasing the excellence and innovation of their products: Amagran, Cajugram, Decolores, Gramil, Granex do Brasil, Granneto, Lime Stone, Madson Pedras, Magban, Magnitos, Margramar, MG2 Granitos, Mineração Agreste, Nova Aurora, Pedra do Frade, Pedreiras do Brasil, Polita Natural Stone, Santo Antonio Stones, Thor Granitos and Willcomex.
Designed to celebrate the Brazilian identity, the space was created by the architect Romulo Pegoretti, a specialist in natural stone, integrating vibrant green tones, elements of Brazil’s flora and fauna, and the country’s magnificent natural stones. At the heart of the area will be the central plaza, home to the traditional Bar Brasil—a strategic meeting point for networking, designed to facilitate interaction between exhibitors and visitors, celebrating Brazilian cultural richness and hospitality.
Highlights of the Brazilian Pavilion at Xiamen Stone Fair 2025
- Date: March 16 to 19, 2025
- Location: Hall A5, Xiamen International Conference & Exhibition Center, China
- Total Area: 480 m²
- 20 Exhibiting Companies: Amagran, Cajugram, Decolores, Gramil, Granex do Brasil, Granneto, Lime Stone, Madson Pedras, Magban, Magnitos, Margramar, MG2, Mineração Agreste, Nova Aurora, Pedra do Frade, Pedreiras do Brasil, Polita, Santo Antonio Stones, Thor, and Willcomex.
- Design: Designed by Romulo Pegoretti, the space reflects the Brazilian identity, integrating elements of flora, fauna, and natural stones of the country.
Brazil’s Agenda at Xiamen Stone Fair 2025
- March 16:
o 8:30 AM – 9:00 AM: Cultural presentation at the front plaza of the Exhibition Center and the Brazilian Pavilion.
o Coronation Ceremony: Brazil will be officially recognized as Guest Country of Honor 2025 at the Brazilian Pavilion, with the presence of international authorities.
- March 17:
o 3:30 PM – 5:00 PM: Brazil Match-Making Event – presentation on Brazilian natural stones in the Conference Room (4th floor), targeting international buyers and specifiers.
o 5:00 PM – 6:00 PM: Brazil Night – happy hour at the Sea Viewing Gallery (5th floor).
- March 16 to 19:
o Participation in the Natural Stone Varieties Collection, featuring an exclusive Brazil Zone showcasing samples that highlight the quality and diversity of Brazilian natural stones.
About It’s Natural – Brazilian Natural Stone
It’s Natural – Brazilian Natural Stone is an export incentive program developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). Currently supporting 223 companies, the program aims to stimulate and increase Brazilian ornamental stone exports through a set of strategic internationalization actions, including promotion, image strengthening, and sector development in the global market. Companies interested in joining the project can register for free at https://podio.com/webforms/26378838/1995038.
About Centrorochas
The Brazilian Natural Stone Association addresses all national demands to enhance the competitiveness of the ornamental stone sector. The entity provides direct support in processes related to the presence of Brazilian businesses abroad, combining commercial and operational activities to drive the development and growth of Brazilian companies.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve these goals, the agency carries out diverse trade promotion actions aimed at boosting exports and showcasing Brazilian products and services internationally, such as prospective and trade missions, business rounds, support for Brazilian companies’ participation in major international fairs, and visits from foreign buyers and opinion leaders to learn about Brazilian productive infrastructure. ApexBrasil also coordinates with public and private stakeholders to attract foreign direct investment (FDI) to Brazil, focusing on sectors strategic to the development of Brazilian businesses and the nation’s competitiveness.
