Reword and rewrite the following article in HTML, use a hip journalistic writing style and make the heading statements in H3 or bold font where necessary: Who would have imagined that Latin America’s largest cannabis expo would take place in a country whose Congress still treats the subject with deep suspicion? Yet that is what unfolded as ExpoCannabis Brasil wrapped its third edition, the most ambitious so far, revealing a cannabis culture in Brazil that is expanding despite political obstacles.
One of the event’s most symbolic moments came when Senator Eduardo Suplicy publicly shared his experience with medical cannabis treatment. For many attendees, it signaled a quiet but meaningful shift in the national conversation.
A Young Expo That Grew Into a Giant
In just three editions, ExpoCannabis Brasil has grown rapidly and now rivals long-established fairs in other parts of the region. The Brazilian event builds on ExpoCannabis Uruguay, a pioneering format created more than a decade ago by communications professional Mercedes Ponce de León, who developed the concept and name in Uruguay before partnering with Larissa Ushida and Dave Coutinho to bring the brand to São Paulo. Organizers report the following results for this year:
• 42,000 visitors over three days• 250 exhibitors• 284 brands• An estimated $2 million generated
Beyond the numbers, the diversity of Brazil’s cannabis ecosystem stood out. Associations, NGOs, social movements, clubs, startups, international companies and local artisans all shared space. The atmosphere reflected a community that is still forming its identity but already understands its cultural and economic potential.
Organizers built the Expo around four pillars: social impact, culture, health and business. Each one shaped the experience in distinct ways.
The Social Pillar: Access and Activism
In a country where cannabis access remains a social justice conversation, inclusion set the tone. Discounted ticket programs helped ensure broad participation.
The “Cannabis É Plural” hub brought together medical cannabis associations, local organizations and major social movements such as Marcha da Maconha and Marcha das Favelas. Brands like Bem Bolado used their platforms to promote education and awareness rather than focus solely on product promotion.
Workshops and lectures ran throughout the event, featuring leaders from many fields. NGOs such as Instituto Ficus contributed research and context. To close the programming with institutional weight, EMBRAPA, Brazil’s federal agricultural research agency, delivered a well-attended lecture.
Organizers state that, as in previous years, ExpoCannabis Brasil will produce a report on greenhouse gas emissions through the Getúlio Vargas Foundation and offset them through community-linked cannabis cultivation programs. They also claim to be the only event of their kind working to fully offset environmental impact and manage all waste generated during the expo.
The Culture Pillar: Art and Identity
Cannabis culture filled every corner of the Expo. Concerts animated the main stage
