The trend towards seeing education as a commodity and part of a global industry has transformed the field of education. We argue that these transformations are reducing the autonomy of the field of education as it has incorporated business rhetoric, logic and practice. We examine this through an analysis of discursive formations manifested in two major international edu-business events in Finland – Dare to Learn and XcitED. The performativity existing in these events, combining actions and interactions, objective and subjective elements and materialized and symbolic interests and outcomes, enables convergences between business and education. In Finland, where education is overwhelmingly public, there is a subtle marketization, increasingly integrating business rationales and attitudes in education. We employed event ethnography and discourse analysis to examine points of diffraction between education and business. A transversal movement between the field of education and the field of business is enabled by symbolic power. Dare to Learn and XcitED discursive formations reveal the penetration of business in education, which reframes the field of education and fosters the global education industry in Finland and abroad, challenging notions and practices of democracy and citizenship in education.