With 20 companies supported by the Brazilian program to promote exports of natural stones, the country targets almost US$ 33 million in new business deals in the Asian market.
Brazil’s participation in China Xiamen International Stone Fair 2025 represented a significant leap forward for the natural stone industry. As the Guest Country of Honor in the edition celebrating the 25th anniversary of the fair, Brazil was very prominent and more than doubled its expectation of deals for the next 12 months compared to the previous year.
In the 2025 edition, held from March 16 to 19 in Xiamen, China, Brazil had an even greater number of exhibitors, bringing together 20 companies from the states of Espírito Santo, Ceará, and Minas Gerais – three more companies than in the previous year. The country’s presence was made possible through the program It’s Natural – Brazilian Natural Stone, developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil).
The result was directly demonstrated by the opportunities generated: the business projection for the next 12 months reached US$ 32.9 million, more than double the expectation registered in 2024 (US$ 14 million). During the four days of the fair alone, about US$ 7.7 million were raised in immediate business deals, highlighting the growing international interest in Brazilian natural stones, renowned for their quality, diversity, and commitment to sustainability.
The historic edition of the largest stone event in the East also strengthened the commercial partnership between Brazil and China, the second main destination for exports of Brazilian natural stones. For the president of Centrorochas, Tales Machado, the invitation for Brazil to make its debut as the country of honor was a recognition of the solid relationship between the two countries, as well as an opportunity to increase the visibility of the sector in new strategic markets.
Xiamen in figures
The 2025 edition of Xiamen Stone Fair broke a historic record, with 191 thousand square meters of exhibition space and more than 2 thousand exhibitors from 40 countries and regions. More than 300 international brands participated in the event, with Brazil standing out, followed by Egypt, Greece, Iran, Italy, Pakistan, Portugal, Spain, Turkey, India, Vietnam, and Cambodia.
The event was divided into 8 thematic areas distributed across 24 pavilions, including a new area, Hall B8, focused on chemical products and maintenance goods (such as adhesives, sealants, dyes, and cleaning solutions). Innovations in machinery also stood out, especially multi-wire saws and artificial intelligence systems aimed at slab production.
During the four days of the event, the fair registered 153,294 visits from professionals from 122 countries and regions, with a large presence of buyers from Brazil, India, the United States, Australia, Russia, South Korea, Vietnam, Turkey, Thailand, and Malaysia.
About It’s Natural – Brazilian Natural Stone
It’s Natural – Brazilian Natural Stone is an export promotion program developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The program, which currently supports 226 companies, aims to encourage and increase exports of Brazilian natural stones, through a set of strategic internationalization actions geared towards promotion, strengthening of the image, and development of the industry in the global market. Companies interested in being part of the project must visit https://podio.com/webforms/26378838/1995038 to register for free.
About Centrorochas
The Brazilian Natural Stone Association is active in all national demands to increase the competitiveness of the natural stone industry. The organization acts directly by providing support in the procedures related to the presence of Brazilian entrepreneurs abroad, along with commercial and operational activities for the development and evolution of Brazilian companies.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency works to promote Brazilian products and services abroad and to attract foreign investment to strategic sectors of the Brazilian economy. To achieve these objectives, the Agency carries out several trade promotion activities aimed at promoting exports and valuing Brazilian products and services abroad. They include prospective and trade missions, rounds of negotiations, support for the participation of Brazilian companies in major international fairs, and visits of foreign buyers and opinion formers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand. The Agency also works in coordination with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors, aiming at the development of competitiveness of Brazilian companies and of the country.
