{"id":382491,"date":"2025-02-12T16:14:40","date_gmt":"2025-02-12T19:14:40","guid":{"rendered":"https:\/\/anba.com.br\/?p=382491"},"modified":"2025-02-17T09:51:20","modified_gmt":"2025-02-17T12:51:20","slug":"rubens-hannun-launches-book-on-brazil-arab-world","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/rubens-hannun-launches-book-on-brazil-arab-world\/","title":{"rendered":"Rubens Hannun launches book on Brazil, Arab world"},"content":{"rendered":"\n

S\u00e3o Paulo \u2013 Businessman Rubens Hannun, former president of the Arab-Brazilian Chamber of Commerce<\/strong> (ABCC), launched his book Brasil e mundo \u00e1rabe: Neg\u00f3cios, marketing e diplomacia econ\u00f4mica ampliada<\/em> [Brazil and the Arab World: Business, Marketing, and Expanded Economic Diplomacy] on Tuesday evening (11). The launch took place at the headquarters of the ABCC in S\u00e3o Paulo, with around 400 attendees, and was followed by a discussion on the future of Brazil\u2019s relationship with Arab countries. Former Brazilian President Michel Temer, who is of Lebanese descent, participated.<\/p>\n\n\n\n

A marketing strategist and market researcher, Hannun launched the book through Grupo Novo S\u00e9culo aiming to provide knowledge and inspiration for those seeking to engage or do business with Arab countries. The work offers an overview of the region and its relations with Brazil, covering relevant topics such as the construction of Brazil\u2019s image in the Arab world and vice versa, diplomacy as a tool for relationship-building and negotiation, the Islamic market, and others.<\/p>\n\n\n

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\"Experts
Experts discussed Brazil-Arab countries relations in their respective fields<\/figcaption><\/figure>\n<\/div>\n\n\n

Among the highlights of the book are a series of interviews with entrepreneurs, diplomats, executives, and consultants about their experiences with Arab countries, a reflection on the future of this relationship, and tips to help Brazilians prepare for negotiations with Arabs. \u201cRemember that a B2B relationship is also a social experience. Prepare for it,\u201d is one of the pieces of advice written by Hannun, who is also the honorary consul of Tunisia in S\u00e3o Paulo.<\/p>\n\n\n\n

The book launch event aimed to extend the discussion, with experts speaking about the future of Brazil\u2019s relationship with Arab countries in their respective fields. \u201cThe purpose of this book is what is happening here: making these already strong relationships\u2014which have so much potential for growth\u2014truly move forward,\u201d said Hannun. According to him, the book also fills a gap in reciprocal information between Brazil and Arab countries. \u201cInformation is key. This book also came to bring more information, spark a debate, provide advice, and discuss,\u201d he said.<\/p>\n\n\n

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\"Michel
Michel Temer wrote one of the book\u2019s forewords<\/figcaption><\/figure>\n<\/div>\n\n\n

In this regard, Grazielle Parenti, Vice President at Syngenta, shared a reflection on the positioning of Arab countries in the food industry, investing both in other food-producing countries and locally. \u201cI\u2019ve been working in the food and agribusiness sector for a few years, and it\u2019s one of the sectors where Brazil and the Arab countries collaborate the most,\u201d she said. According to Parenti, Arab countries have stakes in major food companies worldwide through their funds, but they also have plans to develop local agriculture. \u201cThere\u2019s also a business opportunity there,\u201d she said, referring to the supply of agricultural technology.<\/p>\n\n\n\n

Speaking about tourism, a topic also addressed in Rubens Hannun\u2019s book, Virg\u00edlio de Carvalho, Technical Director of the S\u00e3o Paulo State Tourism and Travel Secretariat, discussed the state\u2019s efforts to attract Muslim tourists. The state has already launched a Halal Tourism Guide, which Carvalho says is being updated. According to the director, the S\u00e3o Paulo government aims to make tourism account for 11% of the state\u2019s gross domestic product within two years. Currently, the sector represents 9.4% of the GDP.<\/p>\n\n\n

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\"Some
Some 300 people attended the launch<\/figcaption><\/figure>\n<\/div>\n\n\n

Guilherme Quintal, Partner and Head of Global Market at eB Capital, who worked at the Saudi fund PIF and lived in Saudi Arabia, shared the transformation he underwent from the experience. \u201cThe relationship should not be transactional\u2014it must be thought of in the medium and long term with sincerity. People in the region as a whole taught me this in a very transformative way\u2014the Arab speaks to you not for what you have but for who you are. This changed my life perspective, how I see business, and how I see everything in life,\u201d he said. He recommended doing business with Arab countries with a bilateral mindset, where something is also offered to them, and not with a unilateral mindset.<\/p>\n\n\n\n

Walker Lahmann, Executive Director and Head of Institutional Relations and New Markets at Eurofarma, reflected on the global scenario. \u201cWe\u2019ve been in a very interesting moment in recent weeks, with a repolarization of the global political-economic landscape, meaning possibly shifting toward a polarization between the United States and China, and perhaps a great opportunity for the BRICS. Among them, in addition to Brazil, there are three Arab countries\u2014Egypt, the United Arab Emirates, and Saudi Arabia, which belong to the BRICS and can undoubtedly act as catalysts in strengthening the relationship between Brazil and Arab countries,\u201d he said. He sees opportunities for pharmaceuticals in Arab countries that lack significant health industries.<\/p>\n\n\n\n

After hearing his guests\u2019 reflections, Hannun said it was a demonstration of the potential of the Brazil-Arab countries relations. \u201cIt shows how open Brazil is to this relationship, how much it can add, and how much it can grow, not only for our own benefit in Brazil but also for the benefit of the Arabs,\u201d he said.<\/p>\n\n\n\n

Michel Temer<\/h2>\n\n\n\n

Before the debates, other guests and supporters of the publication spoke. Temer, author of one of the book\u2019s forewords, opened the evening. \u201cRubens Hannun\u2019s work is very timely because he\u2019s addressing the enhancement of commercial relations but also cultural, emotional, and diplomatic relations between Brazil and the Arab countries,\u201d he described. The writer of the other foreword, the Secretary-General of the Union of Arab Chambers, Khaled Hanafy, sent a recorded video message. \u201cThis book is a timely and valuable contribution to our understanding of the dynamic relationship between Brazil and the Arab world,\u201d he said.<\/p>\n\n\n

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\"Ali
Ali Zoghbi: Fambras foi apoiadora<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

Representatives from the book\u2019s cultural supporters also spoke, including from Arab House, ABCC, International Halal Academy, FAMBRAS Halal, Center for Studies on Arab and Islamic Markets, and H2R Trends & Insights. \u201cThis historical rescue, enriched with tips and opportunity mapping, is a legacy for future generations,\u201d said FAMBRAS vice president Ali Zoghbi. \u201cIn this book, Rubens [Hannun] has masterfully revived his years as director, president, and now advisor of our Chamber,\u201d said Marcelo Sallum, chairman of the ABCC\u2019s Superior Council of Administration. Hannun is a member of the entity\u2019s Board of Guidance and Deliberation.<\/p>\n\n\n\n

Alessandra Frisso, executive director of H2R Trends & Insights, member of ABCC Board, and Hannun\u2019s wife, described the book as a symbol of a journey. \u201cA personal journey of Rubens [Hannun], but also a journey of his experience and dedication over many years to research and the Arab world, studying the relations between the two peoples, all the Arab countries, and Brazil,\u201d she said. According to her, the book highlights how important relationships are for building solid foundations for business. Hannun gave a special thank you to Alessandra.<\/p>\n\n\n\n

The dean of the Council of Arab Ambassadors in Brazil and Ambassador of Palestine in Bras\u00edlia, Ibrahim Alzeben, who is one of the interviewees in the book, also spoke at the launch. He said the publication reflects Hannun\u2019s dedication and passion for what he does. \u201cIt was his love for his Arabism and his Brazilian identity that motivated him to write this well-planned and thought-out work over many years,\u201d he said.se.<\/p>\n\n\n\n

The trophy<\/h2>\n\n\n
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\"Hannun
Hannun signed books for participants<\/figcaption><\/figure>\n<\/div>\n\n\n

The event was hosted by the Marketing Manager of the ABCC, Marina Sarruf, and the debate was led by biographer Elias Awad, who encouraged Hannun to write the book. \u201cBack then I said, Rubens [Hannun], you are starting a race. Up ahead, you\u2019ll see a finish line. You\u2019ve seen the line, and now you’re holding the trophy, so congratulations,\u201d said Awad, who has written more than 30 books, including titles about the careers of major Brazilian entrepreneurs.<\/p>\n\n\n\n

The event was also attended by ABCC President William Adib Dib Jr., Secretary-General & International Relations Vice President Mohamad Mourad, Communication and Marketing Vice President Silvia Antibas, Administration Vice President Nahid Chicani, former presidents Osmar Chohfi, Antonio Sarkis Jr., and Salim Schahin, and Board members Sami Roumieh, Renata Maron, Arthur Jafet, and Claudia Yazigi Haddad.<\/p>\n\n\n\n

Digital marketing agency Graux, paper company Papirus, Novo S\u00e9culo publishing group, Rosima restaurant, biographer Elias Award, and food company Polico Alimentos also supported the book launch. After the debates and speeches, the attendees were welcomed with a cocktail and had their books signed by the author.<\/p>\n\n\n\n

Quick facts:<\/h4>\n\n\n\n

Book: Brasil e mundo \u00e1rabe: Neg\u00f3cios, marketing e diplomacia econ\u00f4mica ampliada<\/em> [Portuguese only]
Author: Rubens Hannun, Novo S\u00e9culo publishing group
Price: BRL 103.92
Where to buy: Amo Ler<\/a>, the e-commerce platform of Novo S\u00e9culo publishing group<\/p>\n\n\n\n

Read more:
<\/em>Rubens Hannun bids farewell to ABCC presidency<\/a>
<\/a><\/p>\n

Graux Digital<\/div>
Graux Digital<\/div>
Graux Digital<\/div>
Graux Digital<\/div>
Graux Digital<\/div>
Graux Digital<\/div>","protected":false},"excerpt":{"rendered":"

The businessman and former president of the Arab-Brazilian Chamber launched the book \u201cBrasil e mundo \u00e1rabe: Neg\u00f3cios, marketing e diplomacia econ\u00f4mica ampliada\u201d [Brazil and the Arab World: Business, Marketing, and Expanded Economic Diplomacy] on Tuesday (11) in S\u00e3o Paulo with around 400 attendees. Former Brazilian President Michel Temer participated. The future of the relations between the two peoples was discussed.<\/p>\n","protected":false},"author":1455,"featured_media":382454,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[89],"tags":[10044,48478,2093,50410,9534,4639,10648,11057,12314],"class_list":{"0":"post-382491","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-culture","8":"tag-arab-countries-en","9":"tag-arab-brazilian-chamber-of-commerce-2","10":"tag-book","11":"tag-book-launch","12":"tag-brazil-en","13":"tag-camara-arabe-en","14":"tag-livro-ar","15":"tag-paises-arabes-ar","16":"tag-rubens-hannun-en-2"},"wps_subtitle":"The businessman and former president of the Arab-Brazilian Chamber launched the book \u201cBrasil e mundo \u00e1rabe: Neg\u00f3cios, marketing e diplomacia econ\u00f4mica ampliada\u201d [Brazil and the Arab World: Business, Marketing, and Expanded Economic Diplomacy] on Tuesday (11) in S\u00e3o Paulo with around 400 attendees. Former Brazilian President Michel Temer participated. The future of the relations between the two peoples was discussed.","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/382491","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/1455"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=382491"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/382491\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/382454"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=382491"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=382491"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=382491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}