Celebrating VivaTech’s 2025 Country of the Year: Canada
It’s safe to say that Canada is in an interesting economic position at the moment. Sure, Donald Trump’s threatened tariffs have been suspended for 30 days, but the US’ recent decision to take a swing at its northern neighbours has hardened the resolve of Canadians from coast to coast. Determination to buy nationally-sourced products is at an all-time high, but so too is the awareness that the country would benefit from strengthening its trade relationships with a more diverse international market, and that now more than ever, it’s time to lean into the burgeoning potential of Canadian innovation.
These last two points in particular are things that have been on the mind of the team at VivaTech – an annual technology conference hosted in Paris, France – for quite some time, as it turns out. While they officially announced Canada as the event’s 2025 ‘Country of the Year’ in September 2024, it has been on their radar for some time longer. Sure, the tariffs might have been instrumental in reminding Canadians what they’ve always had in front of them, but VivaTech has spent the past several years tracking the country’s emergence in fields like healthcare, energy and technology… and things look promising. According to VivaTech’s chief business and experience officer, Nicolas Douchement, it’s clear – from the outside looking in – that the potential for new commercial opportunities lies within these sectors. It’s just a matter of where the country chooses to go next.
So, to break this down a little more, and explore more of the factors which made Canada such an appealing choice for 2025 Country of the Year, LBB’s Jordan Won Neufeldt sat down with Nicolas for a chat.
LBB> From the top, let’s talk about the big news: Canada is the country of honour at this year’s VivaTech! How did this come about? What made you want to celebrate Canada?
Nicolas> The friendship between VivaTech and Canada dates back to the early editions of VivaTech, as your prime minister, Justin Trudeau, attended as early as 2019 to make important announcements on the regulation of social networks.
Europe and Canada have long shared common policies with strong priorities around the development of clean technologies, the regulation of online hate, and artificial intelligence. And, following a solid partnership established in the fall of 2023 for the 2024 edition, and a visit by the Viva Technology team to Canada in February of 2024, Canada was officially chosen last October as the Viva Technology country of the year for 2025.
This nomination also highlights the Franco-Canadian friendship. We French have always considered Canadians – not just Quebecers – to be our cousins from North America.
Finally, Canada largely meets the selection criteria for a VivaTech country of the year, namely:
- Being a very innovative country, which is reflected in strong investments in R&D, particularly in tech. You have at home several of the most illustrious pioneers of AI, such as Geoffrey Hinton and Yoshua Bengio!
- Having a structured and inspiring tech ecosystem, with numerous and powerful incubators that have given rise to a hyper-dynamic startup ecosystem.
- Demonstrating a strong ambition to develop international business.
- Possessing undeniable willpower, strength, and capacity for attractiveness.
LBB> In your opinion, what factors led to these standout attributes? What makes Canada specials in the business sector?
Nicolas> In Europe, we have often drawn inspiration from the way business is conducted in Canada. We admire how you turn cultural diversity into a strength; the combination of multiple cultures and languages with high immigration volumes plays a significant role in fostering innovation and entrepreneurship.
I am also struck by the strong collaboration between universities, businesses, regions, and the government in promoting innovation. This synergy enables ideas to be transformed into marketable products and services under the best possible conditions.
Finally, I am well aware that your proximity to the US offers you numerous opportunities, making Canada a fantastic gateway to the North American continent for Europeans. Through our exchanges with Canadian businesses and startups, we have observed a remarkable blend of the American entrepreneurial spirit, and the sense of responsibility that Europeans are known for.
It is undoubtedly for these reasons that Canada is now recognised as a pioneer in many fields, such as healthcare, energy, technology… and especially AI.
LBB> What can the country’s advertising agencies and brands take away from this? Are there habits and trends that ought to be reinforced, given this recognition?
Nicolas> I believe that for Canadian businesses, the time has come to accelerate the use of technology in two key areas – both of which could give a clear competitive advantage on a global scale:
- The transformation toward more sustainable and responsible models for the planet and humanity. Technology is one of the main enablers of this fundamental shift, and this is what we showcase and promote each year at VivaTech.
- Its marketing and advertising practices. Trend analysis, campaign personalisation, automation, predictive analytics, generative AI, virtual assistants… In short, Canada has a lot of exciting new tools that can help optimise brand perception, customer relationships, and ROI!
LBB> Of course, it’s not all sunshine and rainbows – it’s a pivotal moment right now for Canadian industries given the political times. What should people be on the lookout for in the coming months and years?
Nicolas> It is clear that the time has come for Canadian businesses to seek new commercial opportunities, new markets, and new strategic alliances.
I believe that in a few months or years, Canadian companies with a strong presence in Europe will have far more growth opportunities than those that remain focused solely on the North American market. Europe is not only a vast market with high purchasing power, but is also an open and welcoming economic and technological powerhouse. Additionally, France, due to its geostrategic role, serves as an ideal platform for reaching the entire African continent and the Middle East.
LBB> Building on this specifically, why is it more important than ever for Canadian innovation to be connected more broadly, beyond the US? And how can VivaTech help with this?
Nicolas> The European and Canadian tech ecosystems have everything to gain by coming closer together. VivaTech’s mission is to bring innovators together, facilitate exchanges, and generate concrete business opportunities. It’s at VivaTech that commercial partnerships are formed, strategic agreements are signed, and technological collaboration plans are announced.
To ensure everyone benefits, we have strengthened our business matchmaking services, including our business concierge and connection hub, which facilitate meetings between startups and major corporate buyers. These two initiatives guarantee high-quality meetings with potential partners.
LBB> As part of this, VivaTech is also sending a delegation to Canada this month. How long will you be staying, and what will you check out?
Nicolas> We now regularly visit Canada to meet with tech leaders, government representatives, and major companies undergoing transformation. In October 2024, we attended the ‘All In’ event, where France was the country of honour, and we had the opportunity to meet the very best of your artificial intelligence ecosystem.
This month, we will engage with Publicis' network of partners and clients (as Publicis is a shareholder of VivaTech) to discuss how they are accelerating their transformation through technology. Additionally, we’re meeting with Canadian AI leaders and major startup incubators during the launch of Scale AI, and calling for applications to form the Canadian delegation for VivaTech.
We hope for strong participation from these key players to showcase the best of Canadian tech next June in Paris!
LBB> Finally, based on your time here, past and present, what advice would you give to Canadians, ahead of this year’s event?
Nicolas> Well, it’s a simple message: Come join us at VivaTech, Europe’s biggest tech and startup event!
Mark your calendars for June 11-14th in Paris, head over to www.vivatechnology.com to register, and stay tuned for big speaker announcements and exclusive updates in the coming months.
Finally, most importantly, be proud to be Canadian! Stay as friendly and efficient as you always are. In this fast-moving global competition, you have everything it takes to win over Europe.
We can't wait to welcome you!
