The French Tech Mission: Branding a Movement

The 2013 creation of La French Tech marked a turning point. Rather than another government agency, French Tech was conceived as a movement—a banner under which entrepreneurs, investors, and supporters could rally. The iconic rooster logo became ubiquitous, appearing on startup offices from Paris to Palo Alto.

Fleur Pellerin, the minister who championed French Tech, brought unique credibility. Korean-born, adopted by a French family, with experience in both civil service and business, she embodied the diverse, global ambition French Tech sought to project. Her successor, Axelle Lemaire, continued the momentum, focusing on practical reforms rather than grand pronouncements.

The French Tech Mission operated with startup agility. Small teams, minimal bureaucracy, and a focus on enabling rather than controlling. Regional French Tech hubs received certification, not subsidies—the label brought recognition and network access, motivating local ecosystem building.

"French Tech gave us an identity," reflects a Toulouse-based founder. "Suddenly, we weren't just isolated startups. We were part of something bigger, something that even the government supported."