The City of São Paulo has opened 48 spots for entrepreneurs to take part in the 2026 Sebrae Entrepreneur Fair, scheduled for October 19–22, 2026. The announced distribution is 24 spots through Mãos e Mentes Paulistanas, 12 for entrepreneurs from the Gastronomy Observatory, and 12 through the São Paulo Afroentrepreneur Program. The stated application deadline is September 27, 2026.
The key step is choosing the correct channel. The three selections do not have exactly the same requirements, and prior registration in each municipal program may be decisive. The City’s official notice also does not publish one universal list of mandatory documents for all applicants, so candidates should gather evidence of the stated requirements and check the specific form or call before submitting.
Quick selector: which program fits your profile?
| Program | Spots | Profile and main requirement | What to have ready as evidence | Deadline | Participation period | Official link |
|---|---|---|---|---|---|---|
| Mãos e Mentes Paulistanas | 24 | Artisan or craft entrepreneur registered in the program, with an active CNPJ in their own name or a position in the company’s ownership structure, plus the required courses completed by Aug. 31, 2026. | The notice does not list attachments. Have CNPJ or ownership evidence, registration number, course completion evidence, and product information ready. Selection considers technique, finish, creativity, product segment, materials, visual presentation, and fit with the event. | By Sept. 27, 2026 | 12 selected for Oct. 19–20 and 12 for Oct. 21–22. | Application form |
| Gastronomy Observatory | 12 | Food entrepreneur with an active CNPJ in the city of São Paulo and active registration with the Gastronomy Observatory. | Have the CNPJ and registration details ready. The registration page states that legal entities established in the Municipality of São Paulo may register. The selection notice does not provide a detailed attachment list for this fair. | By Sept. 27, 2026; result expected Sept. 30 | The notice says the 12 entrepreneurs will participate in the fair but does not split them into periods. Confirm the schedule in the call or notice sent to selected participants. | Observatory registration |
| São Paulo Afroentrepreneur | 12 | Afroentrepreneur registered in the program, with an active CNPJ in their own name or a position in a company’s ownership structure, operating in one of the accepted segments. | The notice does not list attachments. Have CNPJ or ownership evidence, program registration, and information showing the business segment ready. | By Sept. 27, 2026 | The notice states participation in the fair without a public split into shifts or blocks. Confirm this in the form and selection notice. | Application form |
1. Mãos e Mentes: the selection targets artisans already ready for fairs
Mãos e Mentes Paulistanas accounts for half of the spots: 24 in total, split into two participation periods, with 12 selected entrepreneurs on October 19–20 and another 12 on October 21–22. The City states that applicants must be registered in the program, have an active CNPJ in their own name or be part of the ownership structure of a duly established company, and have completed the required training by August 31, 2026.
The program’s official website clarifies this requirement: to participate in fairs, Mãos e Mentes requires the courses Business Modeling and Organized Collection. Registration and training are separate stages. Completing the courses without being registered in the program does not by itself make an entrepreneur eligible for a sales opportunity.
The 24 participants will be chosen through technical curation of the submitted products. Published criteria include technique, finish, creativity, product segment, materials, visual presentation, and fit with the event. In addition to proving eligibility, applicants should therefore review any product descriptions and images requested by the form carefully.
Entrepreneurs who are not yet part of the program can consult the separate Mãos e Mentes Paulistanas registration process. Because this fair opportunity requires conditions already met by specific dates, starting registration now does not guarantee eligibility for this edition.
2. Gastronomy: the main filters are a São Paulo CNPJ and active registration
The Gastronomy Observatory is selecting 12 food entrepreneurs. The Municipal Secretariat for Economic Development and Labor identifies two central requirements: an active CNPJ in the city of São Paulo and registration with the Gastronomy Observatory. Entrepreneurs with active registration do not need to register again.
Those not yet registered can consult the official food entrepreneur registration page. It states that registration is open to legal entities established in the Municipality of São Paulo and describes operating categories for food and beverage businesses. The fair announcement says the call draws on the Observatory’s database, so correct registration is especially important.
Applications for this group close on September 27, with the result expected on September 30, 2026. The announced structure includes a booth, counter, two stools, waste bin, and triple electrical outlet. The notice does not publish a detailed list of attachments for this selection, so applicants should keep CNPJ and registration evidence available and follow the exact requirements shown in the official call.
3. São Paulo Afroentrepreneur: verify registration and business segment first
The São Paulo Afroentrepreneur Program offers 12 spots. Eligible applicants are Afroentrepreneurs registered in the program who have an active CNPJ in their own name or are part of a company’s ownership structure.
The business must also operate in one of the segments published by the City: Crafts, Handwork and Design; Beauty, Cosmetics, Health and Well-being; Specialty Goods; Fashion, Apparel and Accessories; Technology, Innovation, Creative Services, Sustainability and Ecology; or Books, Culture and Stationery.
Before completing the official selection form, confirm that your program registration is current and that the business fits one of the accepted areas. The institutional page for the São Paulo Afroentrepreneur Program provides the program registration channel and contact information.
Which documents should you prepare?
The City’s published call does not provide one closed list of attachments for all three selections. It would therefore be inaccurate to claim that every item below must be uploaded as a file. They are, however, the forms of evidence directly connected to the published eligibility requirements and should be available for verification:
- Active CNPJ belonging to the applicant or to the company in which the applicant is a partner, as required by the program.
- Evidence of ownership or partnership status when the application is not based on an individual CNPJ.
- Registration number or confirmation from Mãos e Mentes, the Gastronomy Observatory, or São Paulo Afroentrepreneur, depending on the selection.
- Certificates or records showing completion of required courses for Mãos e Mentes, especially because the call sets Aug. 31, 2026 as the cutoff date for this condition.
- Product or business information sufficient to show the operating segment and, for Mãos e Mentes, support the technical curation.
If the official form requests another document, the form or current call takes precedence. Do not reuse document checklists from older selections as though they automatically apply to 2026.
Deadlines that should not be confused
- Aug. 31, 2026: cutoff by which the required Mãos e Mentes courses had to be completed, according to the City.
- Sept. 27, 2026: stated deadline to apply for the 48 spots.
- Sept. 30, 2026: expected result date for the Gastronomy Observatory selection.
- Oct. 19–22, 2026: dates of the 2026 Sebrae Entrepreneur Fair, from 10 a.m. to 8 p.m.
Venue alert: use São Paulo Expo as the current reference and reconfirm before traveling
There is an inconsistency across the City’s own pages. The general City news page names Distrito Anhembi, while the Municipal Secretariat for Economic Development and Labor names São Paulo Expo. Sebrae-SP’s official Entrepreneur Fair website also confirms the event at São Paulo Expo, Rodovia dos Imigrantes, km 1.5.
Because the event’s official website and the Secretariat page both point to São Paulo Expo, this is the venue best supported by current sources. Even so, selected entrepreneurs should check the final call and confirmation message before arranging transportation, inventory, or staff.
Checklist before submitting
- Identify which of the three programs matches your business.
- Confirm that your registration is active in the correct program.
- Check whether your CNPJ meets the specific requirement for that selection.
- For Mãos e Mentes, verify that the required courses were completed by Aug. 31, 2026.
- For São Paulo Afroentrepreneur, verify that the business segment is among those accepted.
- Gather CNPJ, ownership, registration, and training evidence without assuming all of it must be uploaded.
- Use only the official form linked by the City and keep proof of submission.
- After selection, confirm participation period, operating rules, and venue before spending on supplies or logistics.
