Brazil expands presence at the largest stone fair in Asia at a time of growing exports

With 22 companies and a pavilion inspired by Brazilianness, the country showcases the diversity of natural stones and reaffirms its expansion strategy in the second-largest destination for exports of the sector.

From March 16 to 19, the Brazilian natural stone industry will occupy a pavilion that covers 555 square meters in Hall A5 of Xiamen Stone Fair, bringing together 22 companies and expanding its participation compared to the previous edition, when 20 exhibitors from the country attended the fair. The initiative is part of 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).

Brazil is present at the largest natural stone event in the East at a time of strong expansion in exports from the natural stone sector. In 2025, Brazil exported around US$1.5 billion, a result that represents an increase of 17.5% compared to the previous year. During this period, shipments reached 132 countries, expanding the international presence of the Brazilian industry compared to the 125 destinations registered in 2024.

In this scenario, China is one of the most strategic markets for the Brazilian sector, ranking second among the main destinations for exports. In 2025, the Asian country imported US$260.1 million in natural stones from Brazil, accounting for 17.5% of the foreign sales of the industry. The United States remains in the lead, with US$795 million and a 53.6% share, while Italy ranks third, with US$117.7 million (7.9%), registering a significant growth of 42.2% during the period.

The performance of Brazilian sales to China has been consistently improving in recent years. Exports increased from US$154.9 million in 2021 to US$260.1 million in 2025, a growth driven mainly by the demand for granite, which accounts for 57.5% of sales to the Chinese market (US$149.5 million), followed by quartzite (24.2%, with US$62.9 million) and marble (11.9%, with US$30.9 million).

Taking the Brazilian regions into consideration, Espírito Santo leads exports to China, with US$141.7 million shipped in 2025 and a 54.6% share of total exports. Minas Gerais, with US$56.3 million (21.7%), and Ceará, with US$25.8 million, appear next. The latter registered a significant growth of 309.6% compared to the previous year.

“This scenario helps explain Brazil’s growing presence at Xiamen Stone Fair, regarded as one of the leading global showcases for the industry, and reaffirms the strategic role of the Asian market for the international expansion of the Brazilian natural stone industry,” says the president of Centrorochas, Tales Machado.

Participating Brazilian companies

The Brazilian delegation comprises 22 exporting companies, which will take a delegation with about 70 representatives from the sector, including entrepreneurs and executives, to Xiamen Stone Fair, highlighting the productive diversity and industrial capacity of the Brazilian natural stone industry. The Brazilian Pavilion includes: BMG Group Stone; Cajugram; Calvi Granitos; Decolores; Gramil; Granex do Brasil; Granneto; Guidoni; Madson Pedras; Magban; Magnitos; Margramar; MG2 Granitos; MGA; Monte Negro Granitos; Nova Aurora; Paraná Granitos; Pedra do Frade; Santo Antonio Stones; Terlos; Thor Granitos; Willcomex.

Among the exhibiting companies, four are debuting: BMG Group Stone, Calvi Granitos, MGA, and Terlos. Only one of the 22 companies in the pavilion is part of a business group originally from the state of Paraná. However, all companies operate in Espírito Santo, the state that is the main production and export hub of natural stones in Brazil. In 2025, the state accounted for around 80% of Brazilian natural stone exports, the result of a highly integrated chain that has turned the region into an international point of reference in the processing and selling of natural stones.

Pavilion inspired by Brazilianness

The space was conceived by the Brazilian architect Rômulo Pegoretti and features Brazilianness as its central concept, which is translated into sensory elements and the appreciation of nature. In the booths, the companies will present innovative design pieces and architectural applications, exploring the aesthetic and technical potential of Brazilian stones, globally renowned for their diversity of colors, textures, and geological formations.

Among the highlights of the Brazilian Pavilion is Café Brazil, a gathering place created to welcome visitors and partners, with an environment that combines design, hospitality, and national identity. The space will be made up of materials provided by two exhibiting companies (Cajugram and MGA), effectively showcasing the aesthetic diversity of Brazilian natural stones.

The quartzites Verdant, by MGA, and Red Xangô, by Cajugram, are featured in the environment. Used on the countertop, Verdant draws attention due to its intense green hue and wavelike layers that bring natural landscapes to mind, making it a sophisticated choice for coverings, countertops, and contemporary furniture. Red Xangô, used as a wall covering, reveals strength and personality in deep red tones, conveying intensity and character in uses ranging from coverings to architectural surfaces.

Program includes Chinese authorities and architects

The Brazilian schedule at the fair begins on March 16, with the official opening ceremony of the Brazilian Pavilion, which will be attended by the Brazilian ambassador to China, Alan Sellos, the general manager of the Asia-Pacific Office of ApexBrasil, Victor Queiroz, and the president of Centrorochas, Tales Machado.

Also on the first day, there will be a presentation on the versatility of Brazilian natural stones, highlighting how the country’s more than 1,200 varieties of materials and their unique colors, textures, and formations inspire contemporary solutions for architecture and design in different markets around the world.

The program also includes a visit from around 80 architects from the China Stone Association, strengthening the dialogue between the Brazilian industry and specifiers from China, one of the most dynamic markets for the sector.

Largest stone fair in Asia

With 191 thousand square meters of exhibition space, more than 2 thousand exhibitors, and 150 thousand visitors expected, Xiamen Stone Fair is considered one of the largest global showcases for the natural stone industry. In this highly competitive scenario, Brazil is betting on an advantage that is not easily replicated: the combination of its unique geodiversity, the largest in the world, with more than 1,200 cataloged materials, and an industry capable of transforming this natural wealth into solutions for architecture, design, and construction on a global scale.

Xiamen Stone Fair 2026 | Brazilian participation in numbers

Date: March 16 to 19, 2026

Location: Xiamen International Conference & Exhibition Center – Xiamen, China

Brazilian Pavilion: Hall A5

22 exhibiting companies (a delegation with around 70 representatives)

Presented by: It’s Natural – Brazilian Natural Stone

Promoted by: Centrorochas and ApexBrasil

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 aims to encourage and increase exports of Brazilian natural stones, through a set of strategic internationalization actions with initiatives 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 (ApexBrasil) 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.