Exhibiting at Anuga Select Brazil 2025

A Associação Paulista dos Amigos da Arte (APAA) is a leading nonprofit organization in Brazil dedicated to promoting, managing, and expanding cultural access across the State of São Paulo. Founded in 2004, APAA works in close collaboration with the Secretariat of Culture, Economy and Creative Industry of the State of São Paulo to support diverse artistic expressions, foster local talent, and manage key cultural assets and programs with a mission to democratize culture and build community engagement through the arts.

Core Business

APAA specializes in cultural management and public policy execution, focusing on large-scale cultural projects, theater administration, and digital innovation platforms for artistic content dissemination. Its primary function is to act as a cultural operator for state-funded initiatives, delivering artistic programming and infrastructure management to ensure that art and culture are accessible to all segments of society.

Product and Service Offerings

APAA operates across three major operational areas:

• Cultural Programs and Festivals:

  • Revelando SP: The largest festival of traditional culture in São Paulo, celebrating rural and indigenous traditions, crafts, gastronomy, and music. In 2023, the event gathered over 1,000 cultural participants and welcomed more than 500,000 visitors.
  • Mundo Circo: A festival celebrating the circus arts, promoting contemporary and traditional performances throughout the state.
  • Semana Guiomar Novaes: A classical music series honoring Brazilian pianist Guiomar Novaes.

• Cultural Equipment Management:

  • Teatro Sérgio Cardoso: A major performing arts venue in São Paulo with over 500 programmed events annually, including dance, theater, and music.
  • Teatro Estadual de Araras: Regional theater promoting artistic diversity and cultural decentralization.

• Digital Platforms:

  • CultSP Play: A streaming platform offering free access to Brazilian cultural content including concerts, documentaries, and performances.
  • Agenda Viva SP: A digital calendar showcasing real-time programming of state-funded cultural events.

Specialization and USP

APAA is recognized for its efficient execution of cultural public policies, managing both infrastructure and content delivery across the cultural sector. Its unique strengths include:

• Expertise in curating and managing large, inclusive cultural events
• Proven ability to manage public cultural spaces and their programming
• Seamless integration of digital tools for broader cultural access
• Transparency and impact metrics in nonprofit management

APAA is a key reference for public-private cultural partnerships and cultural democratization efforts in Brazil.

Financials

APAA is funded primarily through state government contracts and public funds, specifically through the Secretariat of Culture and Creative Economy. According to publicly available financial disclosures:

• In 2022, APAA managed a budget exceeding BRL 80 million, allocated across programming, venue operations, and digital platforms.
• More than 70% of its expenditures were directly related to artistic programming and cultural promotion.

Its financial model ensures that the majority of funds are channeled toward public-facing cultural output rather than administrative overhead.

Shipment and Export Data

As a nonprofit cultural operator, APAA does not produce or export physical goods. However, its digital platforms such as CultSP Play have allowed for the international streaming of Brazilian cultural content, reaching Lusophone communities and cultural institutions abroad.

Target Market

APAA serves a broad and inclusive audience including:

• Citizens across the State of São Paulo, including rural, urban, and indigenous communities
• Artists and cultural professionals seeking visibility and support
• Educational institutions and NGOs collaborating on cultural education
• International cultural entities interested in Brazilian art and heritage

APAA also serves public agencies as a trusted executor of cultural investment strategies.

Capabilities

• Program Delivery: Over 2,000 cultural actions annually across events, performances, and festivals
• Venue Management: Full operational oversight of large cultural venues with year-round programming
• Digital Access: Over 500 hours of cultural content available via CultSP Play
• Outreach Reach: Estimated 3+ million direct participants and viewers across physical and digital channels in 2023

Certifications and Compliance

APAA complies with Brazilian nonprofit and public management standards, including:

• Accountability and Audit Requirements under the Brazilian Public Management Law
• Cultural Asset Preservation Protocols for venue operation
• Digital Accessibility Guidelines for CultSP Play
• Participation in Transparency Brazil's rating system for nonprofit governance

All programs are audited and evaluated for public impact, budget execution, and inclusiveness.

Customer Testimonials

“Revelando SP connects us to our roots. Thanks to APAA, I’ve had a chance to showcase my craft and pass it to new generations.”
— Artisanal Cheese Maker, Vale do Ribeira

“CultSP Play allows us to bring cultural content into classrooms in underserved communities. It’s more than art—it’s education and inspiration.”
— Coordinator, Public School Network, São Paulo

Major Achievements

• Delivered over 30,000 cultural activities across São Paulo since its inception
• Managed and expanded two major state theaters, with national recognition for programming diversity
• Launched CultSP Play, reaching over 1 million streams since its inception in 2022
• Executed the largest edition of Revelando SP, with over 2,000 participants and 500,000+ attendees in 2023
• Recognized as a benchmark in cultural policy execution by the Secretariat of Culture

APAA continues to strengthen São Paulo’s cultural fabric through strategic management, artistic excellence, and unwavering commitment to inclusivity and cultural heritage.