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

Bonjour Brand Forum in Macao: A Gateway for International Collaboration

The inaugural Bonjour Brand Forum took place on March 23-24, 2026, in the vibrant city of Macao. This significant event was a joint effort by the Macau Live Streaming Association and the organizing committee of the Bonjour Brand Forum, supported by the Economic and Technological Development Bureau and MGM as the event partner. With a spotlight on high-end French brands, the forum successfully linked these companies with prospective businesses and distributors in China and Portuguese-speaking markets, enhancing economic and commercial ties between these nations.

On March 23, the event commenced with the introduction of the Global Selection Committee for Sino-Franco-Lusophone Products, showcasing a variety of premium French brands and their standout products. Representatives from France, including Jean-Pierre Raffarin, former French Prime Minister and Special Representative of the French President for China, graced the opening ceremony alongside regional executives and business delegates from China and Portuguese-speaking countries.

In his keynote address, Raffarin celebrated Macao as a cultural exchange hub and a vital entry point for French and European products aiming to reach the Chinese market. He heralded the establishment of the Global Selection Center for Sino-Franco-Lusophone Products in Macao, facilitating direct access for both Macao and mainland Chinese products to European markets while bolstering bilateral trade relations.

Raffarin emphasized the significant role that culture plays in the relationship between China and France, built on mutual respect. He underscored the long-standing cooperation among the three nations and expressed confidence in the capabilities of Chinese brands, outlining future cooperation pathways, which include increased dialogues between creative leaders in France and China, positioning Macao as a cultural exchange platform, and broadening financial and investment collaborations between both markets.

On March 24, several impactful agreements were signed, witnessed by Raffarin and Tai Kin Ip, the Secretary for Economy and Finance of Macao. Notably, an alliance between Gustave Eiffel and Macao Pak Chun Culture Co., Ltd. was highlighted as a prime example of successful commercial collaboration between French and Chinese brands. Additionally, the Sino-Franco-Lusophone Global Goods Festival was launched, featuring popular streamer Li Jiaqi as its ambassador. Li spoke about the vital role of livestreaming in the success of brands, illustrating how Macao facilitates French brand narratives to connect more effectively with Chinese consumers.

Yang Jing, founder of Bonjour Brand, emphasized the organization's 12-year commitment to supporting brand exchanges between China and France, aiming to enhance global audience understanding of the cultural dynamics involving China and Macao through brand initiatives. Choi Kei Pui, president of the Macau Live Streaming Association, noted that the forum, product selection fair, and livestreaming festival collectively form a coordinated platform to assist French brands in accessing Chinese and Portuguese-speaking markets, utilizing digital resources to further trilateral cooperation.

The Bonjour Brand Forum in Macao represents a pivotal moment in the collaborative landscape between China, France, and Portugal, gathering commercial partners and promoting multisector cooperation among participating businesses. Looking ahead, Macao intends to solidify its role as an international exchange center, facilitating French brands' entry into the Chinese market while expanding trilateral commercial bonds. By leveraging top-tier services and infrastructure, Macao aims to extend these alliances beyond trade to encompass culture and sports, providing a conduit for French cultural and sports offerings to reach Chinese audiences, while boosting intersectoral collaboration among China, France, and Portugal.