Macau looks to boost cross-border e-commerce through European markets

The Economic and Technological Development Bureau (DSEDT) reports that it has advanced the city’s small and medium enterprises (SMEs) in expanding into international markets by participating in the 11th Bonjour Brand Forum in Paris last month,

The Bonjour Brand Forum, held annually since 2014, drew global brand experts and served as a platform to showcase the city’s unique cultural heritage and products.

This year, the forum attracted over a hundred representatives, including political and business leaders, designers, and media professionals.

Keynote speakers included Laurent Boillot, president of the Comité Colbert, and Nitin Bhatnagar, managing director for Europe and the Middle East at Delvaux, among others.

The event series featured a Sélection Pionnière Europe session, which invited professional partners, including top European buyers, brand agents, e-commerce platforms, KOLs, and industry investors, to conduct on-site sourcing and provide professional advice on optimizing high-margin overseas marketing strategies.

Moreover, Douyin Group’s participation in the forum showcased opportunities for Mainland China market access and brand revitalization through cross-border e-commerce channels.

In a related development, DSEDT’s cooperation with the Macau Live Streaming Association (MLSA) has also progressed. An earlier visit to Paris in July resulted in the signing of a cooperation agreement with Bonjour Brand to establish a “China-France-Portugal Import & Export Product Sourcing Centre” in Macau. According to DSEDT, this initiative is designed to boost cross-border e-commerce and support brand internationalization on both sides. NS