The Economic and Technological Development Bureau (DSEDT) announced in a statement yesterday that it launched, in conjunction with the Macau Goldsmiths’ Guild, a programme called “Jewellery Street in Iao Hon” on Monday, vowing to promote 18 jewellery shops in Iao Hon district.
According to the statement, the programme is leveraging key opinion leaders’ (KOL) traffic dominance of the Douyin* and Xiaohongshu (officially known in English as RedNote but colloquially widely known as and “Little Red Book”) social media platforms to boost promotional campaigns for Iao Hon District’s certified gold jewellery shops.
The bureau noted in the statement that the so-called “Jewellery Street” benefits from prime its proximity to the Barrier Gate Macau-Zhuhai border checkpoint, in walking-distance for tourists, as a strategic advantage to boost customer shop visits and spending by both residents and visitors in the northern district.
The bureau said in the statement that this Year of the Snake includes both a “Double Spring** and Leap Month”, meaning that in traditional Chinese culture, such a year is considered especially auspicious for weddings and other major life events. Therefore, the bureau said, it anticipates that the initiative will attract gold jewellery shoppers to visit and splash out in the district.
The statement noted that the bureau has created a map, showcasing 18 Consumer Council (CC) “Certified Shop” gold jewellery shops and connecting them with nearby specialty retailers, restaurants, and tourist attractions to offer a seamless shopping and cultural experience in the peninsula’s northern district, the statement said.
According to the statement, recent economic revitalisation activities in the northern district such as Flora Fête with Sanrio characters and Northern District Market, have gained momentum, so that the bureau plans to leverage the summer holiday season by linking multiple promotional campaigns, enhancing visitor experiences, creating synergies, and boosting the district’s commercial vitality.
To better integrate tourism and shopping resources in Iao Hon district, the bureau has added a designated “Jewellery Street in Iao Hon” portal to its website: https://www.dsedt.gov.mo/zh_MO/web/public/pg_yh_gs, featuring all 18 “Certified Shop” gold jewellery shops along with curated specialty shops, restaurants and attractions - providing residents and tourists with a convenient trip planning tool, the statement said.
*Known in the Chinese mainland, Hong Kong and Macau as TikTok, Douyin (抖音 – “Shaking Sound”) is a social media and short-form online video platform owned by mainland Chinese-based Internet company ByteDance. It hosts user-submitted videos, which may range in duration from three seconds to 60 minutes. It can be accessed through a mobile app or through its website. – Wikipedia
** “Double Spring” (双春 ) refers to a lunar year that contains two “Start of Spring” (立春) periods within the same Chinese calendar year. This occurs due to the misalignment between the lunar calendar (based on moon cycles) and the solar calendar (based on the sun). The Chinese lunar year has ~354 days, while the solar year has ~365 days. To reconcile this, a Leap Month (闰月) is added every few years, causing some years to have two “Start of Spring” dates. – DeepSeek
This undated handout photo shows an unidentified KOL from Douyin (aka TikTok) shooting a promotional video clip with a her mobile in a jewellery shop in Iao Hon district. – Photo: GCS
