Business France - La French Tech Targets Five Major Global Exhibitions Through 2028

Business France - La French Tech has mapped a strategic exhibition calendar spanning five major German and US trade fairs from 2027 through 2028, positioning French technology companies across construction equipment, agricultural machinery, food processing, and materials handling sectors.

The government trade development agency, which drives international expansion for French companies while attracting foreign investment to France, operates across five core technology categories: accessories, artificial intelligence, digital health, robotics, and sports technology. This multi-sector approach reflects France's deeptech startup ecosystem, which has produced unicorns like BlaBlaCar and Criteo.

Multi-Sector Exhibition Strategy

Business France's exhibition portfolio targets distinct industrial verticals through sector-specific fairs. The agency will participate in BAUMA 2028 and K 2028 in Germany, both scheduled for 2028, covering construction machinery and plastics processing respectively. Agricultural technology takes center stage at AGRITECHNICA HANNOVER '2027, while food innovation gets spotlight treatment at ANUGA 2027.

The strategy extends to North American markets through NPE 2027 in the United States, targeting plastics engineering and processing equipment buyers. This geographic spread positions French technology companies in front of both European industrial buyers and US manufacturing decision-makers.

French Tech Pavilion Model

Business France operates national pavilions at major trade fairs, creating clustered exhibition spaces for French technology companies. This pavilion approach reduces individual company costs while amplifying collective French innovation messaging. The model has proven effective for startup market entry, particularly for companies making first international exhibition appearances.

The agency's artificial intelligence and robotics focus aligns with France's €1.5 billion AI strategy launched in 2021. Digital health technologies represent another growth vector, supported by France's robust medical device regulatory framework and pharmaceutical research infrastructure.

Government Trade Development Mission

Business France operates as France's official trade and investment promotion agency, combining export development for French companies with foreign direct investment attraction. The organization maintains offices in over 100 countries, providing market intelligence and business matching services for technology companies seeking international expansion.

The La French Tech branding initiative, launched in 2013, has evolved into a global network of French innovation hubs. Major cities including Paris, Lyon, and Toulouse operate certified French Tech capitals, while international French Tech hubs operate in London, New York, and Tokyo.

For exhibition organizers, Business France represents a reliable pavilion anchor tenant, typically bringing 15-30 companies per major fair participation. The agency's government backing provides financial stability for multi-year exhibition commitments, while its sector expertise ensures relevant technology matching for fair themes.