Dubai – Parallel to GITEX Global 2025, one of the world’s largest technology, innovation and artificial intelligence events, Dubai also hosted Expand North Star last week, a showcase for startups that serves as a meeting point between solution developers and investors.
And Brazil was one of the highlights, not only for the approximately 50 companies present, but also for once again competing for the Supernova Challenge 2025 award, a pitch competition with 10 finalists among the most innovative startups in the world.
Like last year’s fair, the Brazilian startup Hubee, with a design and creative technology solution, represented Brazil in the pitch competition. Founded by two women, Hubee aims to connect talent and technology to help brands scale the production of creative materials.
FREE TOOL
XP simulator
Find out in 1 minute how much your money can yield
With more than 75 thousand deliveries made, the company serves brands such as Onfly, RD Station and Arezzo, in addition to expanding its international operations with customers in Dubai and Saudi Arabia, including In5, Deyaar and Winclex.
During the event, Hubee introduced Hubee AI Studio, its new global solution — the world’s first platform to unite brands, creators and artificial intelligence with human authenticity. The tool, currently in beta phase, wants to redefine the future of visual content production, combining creativity and technological efficiency in the same ecosystem.
“Hubee AI Studio was born to expand what we already do best: combining creativity and technology to accelerate brands around the world,” said Elaine Colombo, co-founder of Hubee.
Co-founder Samar Ghattas, who presented the case to a group of 7 judges, stated that the new presence at the awards reinforces the company’s role in consolidating the Brazilian innovation ecosystem and its growing relevance on the international scene. “This recognition helps to position Brazil as a hub for creativity and technology, in addition to opening new connections with investors and global partners”, he highlighted.
Hubee has plans to establish an operation in the United Arab Emirates and continues to expand its global presence. The next stop will be Singapore, on a mission organized by the Brazilian Embassy, with a focus on strengthening partnerships and preparing the international launch of Hubee AI Studio.
See below other Brazilian startups that were at Expand North Star in 2025
Continues after advertising
Flowix – Mapping the journey (and the customer)
Flowix is a startup founded 6 years ago that seeks to help retailers understand customer behavior in physical stores. The solution uses conventional cameras and Artificial Intelligence, allowing the analysis of various consumer behavior metrics, such as the attractiveness of the window, the proportion of men and women by age group, and the mood during the shopping experience. It also maps the behavior of each customer profile within the store, identifying their preferred areas and the paths taken, in addition to generating heat maps segmented by gender and age.
“We can measure the customer’s entire journey within the store, from the moment they enter until the moment they leave. This helps the retailer to provide a better experience, which we understand is the main differentiator of the physical store in relation to digital channels, in addition to operational efficiency at the point of sale”, Marcelo Zucareli, founder of Flowix Customer Metrics, told InfoMoney.
Continues after advertising
SleepUp – Sleep health democratized
SleepUp is a digital therapy platform aimed at monitoring, diagnosing and treating sleep disorders and neurological diseases. Renata Redondo Bonaldi, CEO of the startup, the device is a much more comfortable and convenient option for those who need to undergo a polysomnography, as this can be carried out in the patient’s own home. With a light band placed on the head – a portable electroencephalogram – and a ring-shaped oximeter that captures data such as blood pressure and sleep stages, diagnosis becomes faster. “Our algorithms do all the magic and generate a PDF with a technical report, saying whether or not the person has a chance of apnea”, he explained.
Fine maps grains with magnetic resonance
Continues after advertising
Fine Instrument Technology is an agritech from São Carlos that has been on the market since 2015 and started years ago doing nuclear magnetic resonance for medical diagnoses. The technology has shifted the focus to industrial NMR equipment for agribusiness. Developing, together with Embrapa, equipment that uses magnetic resonance to analyze grains and derivatives. “It is aimed a little more at the industry, but it can also be used by producers because the equipment analyzes the quality of the food”, said Daniel Consalter, CEO of Fine.
The executive detailed that it is an innovation that is very useful for traders, as it can, for example, map the protein content and even moisture of the grain. “China, for example, likes to buy soybeans with less moisture. Whoever processes the grain and produces vegetable oil, gets the processed data in our cloud, and can adjust the process, making it more optimized”, he explains.
* The journalist traveled at the invitation of the organizers of GITEX Global 20225 and Expand North Star
