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

Inaugural Bonjour Brand Forum in Macao

The Bonjour Brand Forum, held from March 23-24, 2026, marks a pivotal moment for trade and cultural exchanges among China, France, and Portuguese-speaking nations. Organized by the Macau Live Streaming Association alongside the Bonjour Brand Forum Organizing Committee, with support from the Economic and Technological Development Bureau and MGM, this event showcases premium French brands in a dynamic economic landscape.

An Insightful Opening Ceremony

On March 23, the forum kicked off with the Sino-Franco-Lusophone Global Goods Selection Committee, offering a platform for French luxury brands to connect with businesses and distributors in China and Portuguese-speaking countries. This aligns with the goal of enhancing economic and trade relationships among these diverse regions.

Notable figures, including Jean-Pierre Raffarin, former French Prime Minister and Special Representative of the French President for China, graced the event's opening ceremony on March 24. He was accompanied by Christile Drulhe, Consul General of France in Hong Kong and Macao, and Sam Hou Fai, Chief Executive of the Macao SAR, among other dignitaries and business leaders from China and Lusophone countries.

In his keynote address, Raffarin emphasized Macao's strategic position as a hub for cultural exchange and a gateway for French and European goods entering the Chinese market. He heralded the establishment of the Sino-Franco-Lusophone Global Goods Selection Center, which provides a direct channel for products from Macao and mainland China to access European markets, thereby bolstering bilateral trade.

Cultural Engagement and Future Cooperation

Raffarin further articulated the significance of culture in fostering Sino-Franco relations, highlighting a shared respect and a long-standing partnership among these nations. He expressed optimism about the potential of Chinese brands, outlining future cooperative avenues such as enhancing dialogues between French and Chinese creative sectors, positioning Macao as a cultural exchange platform, and expanding financial and investment collaboration.

Christile Drulhe and Emmanuelle Peres, Director-general of the Prospective Innovation Foundation, were present to witness the unveiling of the Sino-Franco-Lusophone Global Goods Festival. This new festival serves as a digital conduit for French brands to establish connections with audiences across China and Portuguese-speaking countries.

Tai Kin Ip, Macao's Secretary for Economy and Finance, reflected on the strong economic, trade, and technological ties between Macao and France, noting that Macao's imports from France surpassed MOP 17 billion in 2025. He declared that Macao's new Third Five-Year Plan would leverage institutional advantages to facilitate cross-border access for French and Chinese brands.

A Bold Step Towards Trilateral Collaboration

During the event, various cross-sector agreements were formalized, with the partnership between Gustave Eiffel and Macao Pak Chun Culture Co., Ltd. exemplifying successful Sino-Franco commercial cooperation. The concurrent launch of the Sino-Franco-Lusophone Global Goods Festival featured Li Jiaqi, a prominent livestreaming figure, as its ambassador. Li shared insights on leveraging livestreaming to amplify brand narratives, noting Macao's potential to enhance the resonance of French brands within the Chinese market.

Yang Jing, the founder of Bonjour Brand, pointed out that the organization has dedicated the last 12 years to fostering exchanges between Chinese and French brands. The event's synergy, combining a forum, product fair, and livestreaming festival, creates a comprehensive system to aid French brands in entering the targeted markets.

Choi Kei Pui, President of the Macau Live Streaming Association, articulated that the forum and its activities form a well-coordinated structure to support the entry of French brands into Chinese and Lusophone markets. The association intends to leverage its digital assets to further enhance trilateral cooperation and engagement.

Looking Ahead

As the 2026 Bonjour Brand Forum concludes, it stands as a significant landmark in the collaboration between China, France, and Portugal. Moving forward, Macao is poised to maintain its role as a vibrant hub for international exchanges, facilitating French markets' entry into China while strengthening trilateral trade relationships. With its high-quality services and state-of-the-art venue infrastructure, Macao seeks to reach beyond commerce into areas of culture and sports, creating a comprehensive exchange that allows French cultural offerings to successfully engage with Chinese audiences. This collaboration aims to foster a more interconnected relationship among these three regions, paving the way for future economic and cultural partnerships.