MGM and Prince Kung’s Palace Museum Introduce a New Cultural MICE Model in Macau

MGM has been pioneering innovation in cultural tourism, exploring new models that integrate MICE and cultural attributes. After signing a long-term partnership agreement with Prince Kung’s Palace Museum of the Ministry of Culture and Tourism of the People’s Republic of China in September, the two parties aspire to pass down Chinese intangible craftsmanship to Macau’s creative industry through the project “Eastern Elegance: Timeless Tale” Intangible Cultural Heritage Fashion Series.

This event has been held earlier, encompassing symposium, workshops, and fashion shows. It is an all-inclusive industry-driven exhibition – designed not only to show local fashion practitioners the ropes on how to turn the time-honored handicraft into novel opportunities that foster the modern development of Chinese intangible cultural heritage, but also open a widened path for the “Tourism + MICE” integration. It attracted around 200 participants from cultural institutions, industry professionals, and students from Mainland China, Macau, and Hong Kong.

The fashion series made full use of the resources of both MGM and Prince Kung’s Palace Museum of the Ministry of Culture and Tourism, offering multifaceted learning and hands-on experience with the theme of high fashion. Around 20 experts and scholars from Mainland China and Macau were invited to lead a number of interactive masterclasses that offered in-depth insights into the entire journey from design basics like Chinese embroidery techniques to the culmination of haute couture fashion shows.

Participants could either gain hands-on experience in the workshops or observe as spectators. These two modes of participation enabled people of varying skill levels to experience and learn together on-site.

Riding on the event’s educational activities, MGM also organized an “Educational Tour for Greater Bay Area Fashion Industry”, and nearly 70 students majoring in fashion from Guangzhou, Zhuhai, Shenzhen, and Hong Kong attended the series. This tour was set to provide a platform for young designers to exchange, further promoting the collaborative development of the industry within the region.

In addition, the tour highlighted MGM’s efforts in developing “Tourism+” content into in-depth and captivating study tour itineraries that enrich Macau’s status as a diversified travel destination.

Through this new MICE model in Macau, MGM aims to not only facilitate the modernization of intangible cultural heritage in the contemporary industry, but also promote Chinese traditional culture further on the world stage.

MGM

Avenida Dr. Sun Yat Sen, NAPE, Macau

E:  info@mgmchina.com.mo

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