The plan worked: For the first time, Munich's startup scene, under the leadership of Munich Startup, pooled its resources in a dedicated location right in the heart of Austin for SXSW. While the sun beat down on 10th Street outside, the grounds of the German-Texan Heritage Society were transformed into a Bavarian outpost. The Munich House – presented by Munich Startup – proved that Munich as “Scaleup City” international, playing in the first league.
A strong signal from the town hall
The official starting signal was given by Munich's Head of Economic Affairs. Christian Scharpf, who made sure to bridge the gap between tradition and high-tech. His conclusion:
“The fact that we are opening the first Munich House here in Austin today sends a strong signal for our state capital. We are showing the world that Munich not only stands for tradition, but as a ‘scaleup city’ is a global hotspot for innovation and technology. The enormous response proves how close the connection between our ecosystem and the international tech world already is.”
1,400 registrations: Expectations far exceeded.
With a total of 1,400 registered guests, all forecasts for the inaugural year were exceeded. Founders, investors, and tech enthusiasts from around the world came together to experience the best of both worlds: deep tech panels and networking on the one hand, and a traditional Bavarian breakfast and vibe on the other.
For Arno Eggers, head of Munich Startup, sees the success of the first Munich House as a confirmation of the hard work of recent years:
“Our ecosystem has reached a level of maturity that we demonstrated today in Austin. The fact that we were able to attract 1,400 people with the first Munich House shows the enormous appeal of our location. Here, we don't just manage contacts; we build bridges for the global market leaders of tomorrow. This day was just the beginning of a new era for Munich at SXSW.”
Panels, pins and partnerships
The program offered a full spectrum: from a joint watch party of FC Bayern Munich's match in Leverkusen in the morning to high-caliber sessions on AI and dual-use technologies. The focus was on the startups of the Munich delegation, who presented their solutions to an international audience of experts. The booth of XPLR Media in Bavaria It was a popular meeting place for discussions about the future of media.
Munich Haus is here to stay. The connections forged at 507 East 10th Street will shape Munich's innovation scene long after SXSW 2026 and whet the appetite for the coming year.
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