16 June 2010 HSBC LAUNCHES INTERNATIONAL CELEBRATION OF BRAZIL President and CEO of HSBC Bank Brasil S.A - Banco Múltiplo launches HSBC’s international Cultural Exchange programme celebrating the vibrancy of Brazil Download HSBC’s Time Out Guide to Brazilian culture around the world from www.hsbc.com/culturalexchange HSBC today launched Festival Brazil, an international programme of business and culturally focused activity celebrating the nation that is predicted to be the world’s fifth largest economy by 2025. Festival Brazil is the largest ever project in HSBC’s global Cultural Exchange programme, which recognises the understanding of different cultures as an essential part of building international business relationships. The centrepiece is Southbank Centre’s Festival Brazil in London - a three-month festival of the best in Brazilian music, performance, literature and visual arts – created in partnership with HSBC. Other programme highlights, across more than ten markets including the UK, USA, South Africa, United Arab Emirates and China, are more than 15 Brazil-focused business events, a bespoke Time Out Guide to Brazilian culture around the world and the launch of a business intelligence report, commissioned from the Economist Intelligence Unit, on Brazil’s economic future. Speaking at London’s Southbank Centre, Conrado Engel, President and CEO of HSBC Bank Brasil S.A. - Banco Múltiplo, said: “As the world’s local bank we understand the Brazilian way of working and attitude to life. As one of the country’s biggest banks, HSBC Bank Brasil continues to expand its operations – from growing our teams in Rio and São Paulo to seconding talent to other markets, such as Asia, to tap into Brazilian trade there. “Brazil’s economic strength and extraordinary cultural diversity make it an exciting country on which to focus in 2010, especially as it becomes the subject of intense interest before the 2014 World Cup and the 2016 Olympic Games in Rio de Janeiro.” The programme Festival Brazil at London’s Southbank Centre Festival Brazil is a major summer festival across the Royal Festival Hall, Queen Elizabeth Hall, Hayward Gallery and on the riverfront, celebrating the dynamic culture of today’s Brazil, from 19 June to 5 September, presented by Southbank Centre and sponsored by HSBC. Registered Office and Group Head Office: This news release is issued by 8 Canada Square, London E14 5HQ, United Kingdom Web: www.hsbc.com HSBC Holdings plc Incorporated in England with limited liability. Registered number 617987 HSBC Launches International Celebration Of Brazil/2 International business events HSBC is hosting a series of nine international business events, titled ‘Doing business in Brazil’, in association with the FT Global Conferences & Events, in London, São Paulo, Shanghai, Hong Kong, Abu Dhabi, Riyadh, New York, Paris and Johannesburg. Focused on how companies can capitalise on the burgeoning growth of Brazil in a sustainable and socially responsible way, the evenings will feature keynote speakers, including Stephen Green, Group Chairman, HSBC Holdings plc and Lionel Barber, Editor, Financial Times. HSBC will also host morning seminars in Aberdeen and London in September 2010, for businesses looking to enter the Brazilian market. These will be hosted by HSBC’s Chief Economist in Brazil, Andre Loes. Time Out Guide to Brazilian culture around the world 500 ways to experience Brazil around the world is a 192 page guide to experiencing Brazilian culture wherever you are in the world, produced in association with Time Out Guides. The first ever Time Out Guide to focus on one country’s cultural impact around the world, it includes a collection of 500 venues, artworks, festivals, films and books, providing a sampling of Brazil’s growing global cultural reach. The guide will be distributed to HSBC clients and event guests internationally, and is available for download at www.hsbc.com/culturalexchange. Future of Brazil research report with the Economist Intelligence Unit (EIU) HSBC will publish a specially commissioned EIU research report, focusing on global insights into the future of Brazil, at the end of July 2010. Revealing the global business community’s thoughts on expected trends in international investment and trade with and in Brazil, it will cover three areas: Talent and Education, Innovation and Brazil Goes Global. Ensuring a truly international perspective, the report will also reveal the results of a survey of more than 500 senior executives from Latin America, Asia-Pacific, North America, Western Europe, Middle East and Africa, and Eastern Europe. Series of Brazilian cultural evenings HSBC will host four nights of Brazilian culture with Fernando Meirelles, eminent Brazilian film director (City of God, 2002; The Constant Gardener, 2004); Gilberto Gil, Grammy award-winning singer, guitarist, songwriter; and former Brazilian Minister of Culture; Sir Ghillean Prance, Amazon conservationist and former Director of Kew Gardens; as well as an evening of Bossa Nova in Belgrave Square. These events will be held at Canning House, the London home of the Hispanic and Luso Brazilian Council, which is dedicated to stimulating understanding and engagement between Britain and the Hispanic and Portuguese speaking world. HSBC Living Cultures Seminar The HSBC Living Cultures Seminar will examine the fascinating interplay of indigenous, African and European influences on Brazilian art and culture, to inform the development of a new museum in Brazil ahead of the 2016 Olympic Games in Rio de Janeiro. Participants will include Prof. Jack Lohman, Director, Museum of London and Magaly Cabral, Director of Museu da República, Rio de Janeiro, hosted at the Museum of London. HSBC Launches International Celebration Of Brazil/3 International advertising campaign A Cultural Exchange advertising campaign, highlighting business insights into Brazilian culture, will run across the UK and internationally from 14 June 2010. For further information, please contact: Emily Hewitt firstname.lastname@example.org / +44(0)870 626 9914 Rachel Myall email@example.com / +44 (0)870 626 9029 ends/more Notes to editors: 1. HSBC’s 2010 celebrations of Brazil: Time Out Guide to global Brazilian culture: ‘500 ways to experience Brazil around the world’ • Guide available for download from www.hsbc.com/culturalexchange Future of Brazil research report with the Economist Intelligence Unit • Available for download from www.hsbc.com/culturalexchange from the end of July 2010 Advertising campaign • From 14 June 2010 until September 2010, the campaign will run across selected markets in print, outdoors and within the Time Out Guide • The campaign illustrates business insights into the economic importance of the Rio Carnival: o The Rio Carnival has a worldwide TV audience of half a billion people. (That’s bigger than the 2010 Super Bowl.) o Painting the revered samba queens at carnival can pay $500 per hour. (That’s ten times the hourly pay of a NASA Astronaut.) 2. Southbank Centre’s Festival Brazil programme Celebrating the contemporary arts and culture of Brazil, Festival Brazil is Southbank Centre’s major summer festival, from June to September 2010. It features some of the country’s most renowned artists, through an exciting and diverse programme encompassing visual arts, music, dance and literature, and including free performances and activities: Ernesto Neto: The Edges of the World: 19 June – 5 September 2010 Ernesto Neto is one of the most influential artists working today. For his exhibition he has transformed the upper spaces at the Hayward Gallery with a series of immersive installations and new sculptures. The New Décor: 19 June – 5 September 2010 The New Décor is an innovative exhibition which brings together 30 artists from around the world, including Ernesto Neto, who explore interior design as a means of engaging with changes in contemporary culture. Explore Brazil: 19 June – 5 September 2010 A series of learning and participation events across the site for families and schools. Brazilian Words at the London Literature Festival 2010: 1 – 18 July 2010 The London Literature Festival includes a significant Brazilian strand featuring talks by the footballer Sócrates, poet Arnaldo Antunes and writer Milton Hatoum. Debates: 21, 23, 24 July 2010 In addition to the London Literature Festival programme, there are three debates providing the opportunity to hear leading artists, policy makers, thinkers and writers talk about the creative solutions to issues facing Brazil today. Contemporary Music Strand: 17 July - 21 July 2010 High profile concerts in the Royal Festival Hall including Gilberto Gil, Os Mutantes and Maria Bethânia. Brazil! Brazil! 11 June – 18 July 2010 A family show combining capoeira with acrobatics, samba and a breathless display of football magic. HSBC Launches International Celebration Of Brazil/4 Festival Brazil Weekends: Every weekend from 17 July to the end of August 2010 Southbank Centre is celebrating the energetic outdoor culture of Brazil, with capoeira, mass samba and quadrille social dancing, carnival costume making, a celebration of Brazilian cuisine, and much more. Film: From 3 to 5 September 2010, Southbank Centre is showing screenings of Brazilian documentary films in Spirit Level, Royal Festival Hall. Throughout August 2010, BFI Southbank is presenting a survey of recent South American cinema, to coincide with Festival Brazil. Eat, drink, shop at Festival Brazil: June to September 2010 Festival Brazil transforms the site, with the restaurants and shops celebrating the cuisine and produce of Brazil. 3. About HSBC’s Cultural Exchange Programme As the world’s local bank HSBC aims to encourage and promote the understanding of different cultures across the world through its global Cultural Exchange programme. As an international financial services provider, HSBC works with its clients across 88 countries worldwide, encouraging the exchange of ideas across different cultures to generate and strengthen international business relationships. Since its launch in 2008 HSBC’s Cultural Exchange programme has embraced culture in its widest sense in more than 25 countries; from fine art to cuisine, from language and literature to dance, street arts and all forms of music. www.hsbc.com/culturalexchange 4. About HSBC Holdings plc HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London. The Group serves customers worldwide from around 8,000 offices in 88 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. With assets of US$2,364 billion at 31 December 2009, HSBC is one of the world’s largest banking and financial services organisations. HSBC is marketed worldwide as ‘the world’s local bank’.