#China #Macao #Bonjour Brand Forum #Sino-European Trade

Bonjour Brand Forum-Macao: A New Era of Economic Cooperation

On March 23 and 24, 2026, the Bonjour Brand Forum-Macao officially kicked off, alongside the Sino-Franco-Lusophone Import-Export Selection Fair. This significant event was co-organized by the Macau Live Streaming Association and the Bonjour Brand Forum Organizing Committee, receiving strong support from Macau’s Economic and Technological Development Bureau (DSEDT) and in partnership with MGM.

Highlighting Bilateral Relations

The fair commenced on the 23rd, spotlighting numerous French brands that showcased their products and connected with Chinese and Lusophone businesses. This marked the initiation of economic cooperation between China, France, and Lusophone countries— a significant development that emphasizes Macao's role as a commercial hub.

On the following day, several distinguished guests attended the opening ceremony, including former French Prime Minister Jean-Pierre Raffarin and Christile Drulhe, the French Consul General in Hong Kong and Macao. They were joined by Sam Hou Fai, the Chief Executive of Macao, and other prominent figures from the region's economic landscape.

Macao as a Cultural Bridge

In his opening speech, Raffarin lauded Macao as a model of East-West civilization integration and highlighted its essential role in facilitating the entry of French and European products into the Chinese market. He noted that the establishment of the Sino-Franco-Lusophone Selection Center in Macao creates a direct bridge for quality products from Macao and China to reach Europe, thereby strengthening Sino-French economic collaboration.

Raffarin emphasized the importance of cultural respect as the core of this cooperation, advocating for deeper dialogues between creative elites from France and China. He envisioned Macao serving as a catalyst for cultural exchanges and enhancing financial and investment partnerships to fulfill the consensus of the leaders from both countries.

Launching the Sino-Franco-Lusophone Live Commerce Festival

The event also saw the launch of the Sino-Franco-Lusophone Live Commerce Festival, aimed at becoming a major digital platform for French brands in Chinese and Lusophone markets. Notably, Tai Kin Ip, the Director of DSEDT, emphasized the strong foundation for economic and technological collaboration between Macao and France, pointing out that in 2025, imports from France to Macao exceeded 17 billion MOP.

This festival represents a strategic opportunity shaped by Macao's five-year plan to leverage its institutional advantages and support the international expansion of brands. Significant agreements across various sectors were signed during this event, demonstrating concrete commitments to collaboration.

Conclusion: A Launchpad for Future Cooperation

The Bonjour Brand Forum-Macao signifies a major milestone in consolidating cooperative consensus and creating a high-level platform for future interactions. With this event, Macao is poised to continue its crucial role as a hub for Sino-Western exchanges, assisting French brands in penetrating the Chinese market while branching out cooperation into cultural and sporting realms, fostering a mutually beneficial integration among China, France, and Lusophone nations.