By Carla Becker | March 19, 2025 | UK
As London gears up to host South by Southwest (SXSW) this June, transforming Shoreditch into a global creative hub, a quieter creative revolution is taking shape halfway across the world — in a small Brazilian town called Santa Rita do Sapucaí. Known as Brazil’s “Electronics Valley”, the town has become the unlikely heart of HackTown, an annual festival that’s capturing the imagination of British creatives searching for inspiration beyond traditional industry events.
The UK has long been a powerhouse in creative exports — from design and media to tech innovation — yet many within the sector are now seeking fresh, unfiltered perspectives. HackTown’s charm lies in its decentralised, community-driven format. Instead of conference halls and stages, the festival spills into cafés, homes, classrooms, and bars, turning the entire town into an open canvas for live music, workshops, and thought-provoking conversations.
“The festival’s format was incredibly refreshing,” said Oliver Carter, a British designer based in Buenos Aires. “There are no barriers between speakers and participants. The town itself enables connections you wouldn’t experience elsewhere.”
HackTown’s organic setup has also become a hub for international collaboration. The Irish Consulate’s House of Ireland promotes educational and business exchanges, while Casa Dinamarca immerses attendees in Danish culture — even inviting them to bake snobrød, a traditional bread cooked over an open fire.
“The potential for partnerships here is immense,” remarked Eoin Bennis, former Irish Consul General in São Paulo. “This region is full of innovation, creativity, and top universities.”
Despite the participation of major global names such as Google, AWS, Accenture, and Unilever, the festival has stayed true to its grassroots ethos. Corporate influence doesn’t overshadow the independent spirit that defines HackTown — an aspect that deeply resonates with visiting British creatives.
Language barriers exist — many sessions are conducted in Portuguese or Spanish — but rather than alienating participants, this has encouraged cross-cultural dialogue.
“Not everything was translated, but that wasn’t an obstacle,” shared Lucy Graham, a London-based creative director. “It encouraged real interaction and made HackTown feel like a genuine cultural exchange.”
Beyond its unconventional setup, HackTown dives into themes often missing from mainstream creative conferences— from indigenous Amazonian wisdom and environmental innovation to discussions on decentralised finance in developing nations. These topics give attendees a fresh lens on creativity and purpose, offering insights that can’t be replicated in European or North American circuits.
“HackTown reminded me why creatives should explore the unexpected,” added Carter. “The ideas felt raw, original, and full of potential. It’s the kind of inspiration you travel halfway around the world to find.”
With its next edition set for 31 July – 3 August 2025, featuring 1,300+ talks, 500 startups, and 100 independent artists, HackTown is quickly emerging as one of the world’s most compelling creative gatherings.
As London readies itself for SXSW, many British creatives are already looking further afield — to the mountain town of Santa Rita do Sapucaí, where innovation meets authenticity, and the next wave of inspiration is born.
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