The success of Free State-based creatives at the Brazil International Arts and Health Festival is a positive development for the arts and cultural exchange sector. This highlights the growing recognition of local talent on an international stage, potentially leading to increased opportunities and investment in the creative industries. For investors, this could signal a ‘buy’ in companies or organizations that support cultural exports or facilitate international collaborations. The intersection of arts and health also points to emerging trends in therapeutic arts and community well-being. While the direct financial impact might be limited, such cultural successes contribute to soft power and can foster goodwill, indirectly benefiting the regions involved.