#China #Macao #Bonjour Brand #Macao Forum #Sino-Franco Partnership

Inaugural Bonjour Brand Forum in Macao

The first-ever Bonjour Brand Forum took place in Macao on March 23 and 24, 2026, marking a significant milestone in the collaboration between China, France, and Lusophone countries. Oversaw by the Macau Live Streaming Association and the Bonjour Brand Forum Organizing Committee, the event received support from the Economic and Technological Development Bureau and event partner MGM.

During the forum, a variety of French premium brands and their signature products were exhibited as part of the Sino-Franco-Lusophone Global Goods Selection Committee, facilitating connections between French brands and businesses in China as well as Portuguese-speaking markets. This interaction highlights an active effort to forge stronger economic ties and enhance trade between these regions.

On the second day of the forum, dignitaries including Jean-Pierre Raffarin, former French Prime Minister and special envoy of the French President to China, were present to emphasize Macao's role as a cultural exchange hub and a key entry point for European goods in China. Raffarin underscored the establishment of the Sino-Franco-Lusophone Global Goods Selection Center in Macao, which aims to streamline the export of goods to European markets while also fostering bilateral trade relations.

He further illustrated how valuable cultural exchange is in establishing mutual respect between China and France, highlighting the longevity of their international ties. Raffarin expressed confidence in the potential of Chinese brands and mapped out future cooperative efforts focused on facilitating dialogue between creative industries in both countries. Moreover, he acknowledged Macao's status as a platform for cultural dialogue and the significance of expanding financial and investment cooperation between China and France.

Christile Drulhe, the French Consul General in Hong Kong and Macao, alongside Emmanuelle Peres of the Prospective Innovation Foundation, witnessed the launch of the Sino-Franco-Lusophone Global Goods Festival. Designed as a digital channel, the festival aims to connect French brands with consumers across China and Lusophone markets, utilizing modern approaches to enhance visibility and engagement.

Macao’s Secretary for Economy and Finance, Tai Kin Ip, reiterated that the foundations for collaboration in economics, trade, and technology between Macao and France are robust, noting that imports from France exceeded 17 billion Macanese Patacas in 2025. The Third Five-Year Plan of Macao is expected to leverage these opportunities, facilitating easier access for French and Chinese brands in cross-border market landscapes.

At the event, several cross-sector agreements were signed in the presence of key figures like Raffarin and Tai. One noteworthy partnership involved Gustave Eiffel and Macao Pak Chun Culture Co. Ltd, serving as a prime example of cross-border business cooperation between French and Chinese entities. Furthermore, the festival's ambassador, streamer Li Jiaqi, highlighted the role of livestreaming as a crucial driver of brand value and engagement in enhancing outreach to Chinese consumers.

Yang Jing, the founder of Bonjour Brand, shared insights on how the organization has fostered exchanges in the Chinese-French market over the last 12 years, with emphasis on deepening global audience understanding of China and Macao through brand initiatives. Choi Kei Pui, the President of the Macau Live Streaming Association, mentioned that the forum, product fair, and livestreaming festival would collectively provide a coordinated platform supporting French brands in entry into Chinese and Portuguese-speaking markets. The association plans to utilize its digital resources to enhance trilateral cooperation.

In conclusion, the 2026 Bonjour Brand Forum in Macao marks a pivotal point in fostering engagement among China, France, and Portugal, bringing together trade partners and facilitating cross-sector collaboration among stakeholders. Moving forward, Macao plans to enhance its status as an international exchange hub, particularly supporting French brands in their entry into the Chinese market while expanding trilateral trade relations. With its exceptional services and venues, Macao aims to extend partnerships beyond commerce to areas like culture and sports,
allowing French cultural and sports offerings to reach Chinese audiences while fostering deeper engagement between China, France, and Portugal.