The Economic and Technological Development Bureau (DSEDT) hosted a formal launch ceremony yesterday for its local brand and product promotion programme, called “MARCA✦MACAU Plan”.
The launch was held at the Services Platform Complex for Commercial and Trade Cooperation between China and Portuguese-speaking Countries (aka Forum Macao Complex) in Sai Van.
DSEDT Deputy Director Cheang Hio Man said in a speech during the launch that the plan aims to establish a brand image with Macau characteristics for local products. She added that the policy direction is designed to assist local enterprises in expanding into markets outside Macau, and to support the development of new business models such as cross-border e-commerce.
By creating a collective brand with a strong Macau identity, Cheang said the plan would help Macau-made, processed, or designed products, as well as live-streaming influencers be ready to expand beyond Macau. The initiative intends to enhance their image and recognition in markets other than Macau, strengthen consumer confidence, tell the Macau story effectively to audiences outside Macau, and broaden overseas business opportunities for local products and services.
DSEDT Economic Cooperation Division Chief Lo Tsz Man introduced the plan in some detail during the launch.
Lo underlined that the bureau has established a review committee for the plan, which will evaluate product applications based on criteria such as the respective enterprise, brand, production capacity, output volume, and the feasibility or potential for development in markets outside Macau. For live-streaming influencers, selection will be based on experience, character, and public image, she said.
In terms of product requirements, Lo also noted that priority will be given to products that are made or designed in Macau, adding that products owned by Macau enterprises under their own brands, but manufactured or outsourced for production in the Greater Bay Area (GBA), may also apply.
As for promotional methods, Lo noted that once the brands have been selected, they will be promoted online via the bureau’s official website https://macaosignature.dsedt.gov.mo.
The local government will endorse the selected Macau brands, certifying them as high-quality Macau products and services, thereby dispelling any possible doubts in external markets about the authenticity of Macau brands and strengthening brand credibility, Lo emphasised. She added that, offline, a raft of events will be organised to take the brands overseas.
Speaking to reporters on the sidelines, Lo said that the project is currently in its launch phase, expecting that the first batch of “MARCA✦MACAU MacaoSignature” will be selected in the fourth quarter of this year. Although a fixed annual application mechanism has not yet been finalised, the initial plan is to open applications once a year, Lo said. She also said that the bureau will review the scheme based on its outcomes, and further application rounds may be opened in the future, though they may not necessarily take place on a regular annual basis.
Lo also said that initially 20 local businesses and 10 influencers will be selected by the bureau’s review committee. Asked by reporters, she declined to reveal how much financial support the 30 “lucky ones” could expect.
“Marca” is Portuguese for “brand” or “label”.
Economic and Technological Development Bureau (DSEDT) Deputy Director Cheang Hio Man delivers a speech during yesterday’s launch at the Forum Macao Complex in Sai Van.
DSEDT Economic Cooperation Division Chief Lo Tsz Man introduces the “MARCA✦MACAU Plan” during yesterday’s launch ceremony. – Photos: Armindo Neves
