Premium São Paulo, creative city

"Hi, Zize! Welcome to the second largest economy in Latin America." It was like this, with the informality of the South and outspokenness of the language, that the mayor of São Paulo at that time introduced me to the immense capital of the southern hemisphere, when, almost two decades ago, I landed at Guarulhos airport. "The first is Brazil." Today, after almost two decades, the sensation is the same. The world has changed and technology has transformed everything around us, from the organization of the companies to the way people relate, nevertheless, the southern megalopolis continues to be an extraordinary destination, a babel of experiences and one of the most creative cities in the world. And creativity has never been so important in the design of the future.

It is precisely this week that, in São Paulo, a world-wide event, the MicBR , takes place. In it creativity is the main protagonist. Promoted by the Ministry of Culture (MinC) and the Brazilian Agency for the Promotion of Exports and Investments (Apex-Brasil), the mega-event will bring together hundreds of Brazilian entrepreneurs and eight South American and Portuguese countries.

The key issue is to make creativity profitable. The network and business event covers 10 sectors of the creative economy: performing arts (circus, dance and theater), audiovisual (cinema, TV, advertising and new media), animation and electronic games, design, music, museums and heritage, gastronomy and the visual arts. Nothing is left out in this mega event that will gather 500 companies and approximately 100 international buyers.

More! There are people we must meet. I already signed up for the workshop of "chef" Ivan Ralston, a Michelin star man who teaches creative cooking. I also want to wear a piece of clothing by the Japanese stylist Kunihiko Morinaga that makes fashionable creations defined by the digital age. And if all goes well for me, I want to discover the fraternal cities that architect Guto Requena is creating.

Because for well-eating, well-dressing, and well-being, all creativity is scarce. Any mayor knows that!