When Andre Serrano first attended the Canton Fair in 2011, he was a student curious about what the world's leading trade fair had to offer. Fifteen years later, he is back in Guangzhou with more than 200 buyers, helping Brazilian businesses connect with Chinese suppliers and build new trade partnerships.

"I would say I'm a facilitator. I try to be the bridge that connects both parties and helps them build mutually beneficial business partnerships," he said, describing his role today.

His collection of Canton Fair pins tells the story of his journey. Each time he attends, he receives a new one. He still has the pins from his first two fairs, alongside those collected over the past decade.

Andre Serrano shows off his collection of Canton Fair pins, each marking a memorable visit to the trade fair.

"I'm really proud of it," he said. "When I started, I never imagined I would have so many afterwards."

His favorite is the pin from the 140th Canton Fair, which he describes as particularly beautiful.

"I fell in love with it, and I decided to make a business out of it," he said, recalling his first visit.

Andre Serrano at the Canton Fair as a student. (Photo: Andre Serrano)

His business has grown along with the Canton Fair. Andre started out as a translator looking after seven buyers with different needs and gradually expanded his services from there. Today, his team provides overseas buyers with hotel accommodation, translation services and business consulting.

About 80 to 90 percent of his customers are first-time visitors to the fair, he said. Many need help finding suitable suppliers and understanding what it takes to do business between Brazil and China.

Beyond sourcing, Andre has developed AI-based software to help Brazilian buyers calculate taxes and customs duties on products imported from China. The tool cuts the time needed for a landed-cost calculation from one to two weeks to just three days.

Over the past 15 years, Andre has seen the fair hold on to its traditional strengths while embracing new trends. Since 2023, he said, the fair has introduced new exhibition areas, including a service robot zone in Phase 1 and a jewelry zone in Phase 2. The new Hall D has also brought in more exhibitors and given buyers more choices.

Andre Serrano poses for a photo with buyers at the Canton Fair ten years ago. (Photo: Andre Serrano)

He also sees growing international interest in Chinese manufacturing, fueled by visa-free policies and a better understanding of China's ability to produce high-quality goods.

"Before, I had to explain what the Canton Fair was," he said. "Now they know. They come to me and ask, 'How can I go to the Canton Fair?'"

For Andre, the growing presence of Chinese products in Brazil reflects the strength of the two countries' trade ties. Chinese electric vehicle brands such as BYD and Great Wall have entered the Brazilian market, he said, while businesses in both countries continue to draw on each other's strengths.

"Brazil and China have a lot of business," he said. "Brazil depends on China, and China depends on Brazil."

As trade between the two countries grows, Andre will remain a bridge between businesses on both sides.