Brazil’s coffee culture is once again heading to one of the world’s most influential innovation gatherings. The Museu do Café, based in Santos, will participate in the South by Southwest (SXSW) festival in Austin, Texas, bringing a taste of Brazil to the international stage.
From March 13 to 16, visitors to the SP House — the official space of the Government of São Paulo at SXSW — will be able to experience Brazilian coffee through tastings, interactive activities, and creative challenges designed to engage the public.
According to Marilia Marton, Secretary of Culture, Economy and Creative Industries of São Paulo, coffee represents more than just a beverage — it is a symbol of hospitality, history, and economic significance.
At the SP House, visitors will not only be able to taste high-quality Brazilian coffees, but also participate in interactive experiences that explore the country’s rich coffee heritage. This year’s program includes collaborative installations and playful challenges where participants can earn exclusive gifts.
The Museu do Café has participated in the SP House since 2024, expanding its presence each year. In previous editions, the space featured artistic installations such as Flor do Desejo by artist Raquel Fayad, which culminated in the distribution of nearly a thousand personalized coffee cups to visitors.
For Alessandra Almeida, executive director of the Museu do Café, the experience is designed to create a relaxed moment within the fast-paced festival environment while introducing international audiences to the diversity of Brazilian coffee.
“Visitors will have the opportunity to enjoy excellent Brazilian coffee while taking part in creative activities that highlight the importance of coffee culture in Brazil,” she said.
São Paulo’s Creative Hub at SXSW
The SP House has become one of the largest international activations at SXSW. In 2026, the space moves to a new address on Congress Avenue in Austin, with a theme that reflects São Paulo’s global outlook: “We Are Borderless.”
Spanning approximately 2,200 square meters and accommodating up to 600 people at a time, the venue hosts panels, immersive experiences, urban art installations, content studios, and networking spaces designed to connect Brazilian talent with global innovators.
Within that setting, the presence of the Museu do Café adds a uniquely Brazilian layer to the experience — reminding visitors that innovation can start with something as simple, and culturally powerful, as a cup of coffee.
