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112 EXPO


EXPOMUSIC


EXPOMUSIC / LIGHTING WEEK BRAZIL


SAO PAOLO


There is a lot of talk around the world of the BRIC countries and them being held up as the saviour of the world economy with their high growth rates and high con- sumption demands, and on a recent visit, well September 2011, to Sao Paulo for two tradeshows, this certainly could be true. To put Brazil into perspective; I first visited the country for mondo*dr 10 years ago and at the time I have to say I wrote it off as an export market for a number of reasons. Firstly, it had an incredibly productive domestic manufacturing capability for the lighting and sound market, maybe not cutting edge but certainly did the job. Secondly, import tariffs were so high it more or less doubled the price of any


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imported product putting them out of reach of all but the most professional user. And finally, Brazil at that time was going through an economic downturn of such magnitude anyone you spoke to was almost despairing of the situation and the future. Move forward 10 years and there has been a sea change in outlook. The economic turnaround orchestrated by Brazil’s President Lula da Silva turned the country round and transformed it into the powerhouse it is now, it recently outstripped the United Kingdom in GDP, and placed it firmly on the global stage as an economic and political player.


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