MGTO opens Mak Mak hub to promote tourism, local IP development

[Photo: Nadia Shaw]

The Macau Government Tourism Office (MGTO) launched the Mak Mak Experience Hub on Friday, a new immersive attraction centered on the city’s tourism mascot. The exhibition, located at the Ritz Building in Senado Square, will run through Jan. 3, 2027.

Authorities said the project marks a strategic push to integrate tourism, culture, and technology while expanding the commercial potential of locally developed intellectual property (IP).

During the launch event, MGTO director Maria Helena de Senna Fernandes said the hub represents a “new attempt” to test how character-driven experiences can strengthen Macau’s tourism brand and encourage visitors to explore surrounding neighborhoods.

“Since its debut in 2018, Mak Mak has carried the mission of promoting Macau,” Fernandes said in her opening remarks. She added that the mascot has played a key role in overseas promotions and major events, helping visitors “explore Macau’s unique charm as a crossroads of Eastern and Western cultures.”

Fernandes told attendees that her bureau aims to “further enhance Mak Mak’s influence and commercial potential” while encouraging tourists to move beyond traditional sites and into local communities, thereby supporting small businesses.

Inside the Experience Hub

Combining storytelling with interactive technology, the Mak Mak Experience Hub is organized around four themed zones designed to create what MGTO calls “Mak Moments.”

Visitors can explore a stylized version of Mak Mak’s office, participate in a simulated livestream studio, and engage with virtual reality and artificial intelligence features showcasing Macau’s tourism offerings. A food-themed section highlights local cuisine, with rotating pop-up appearances by local eateries.

The exhibition also includes interactive games, collectible items, and retail offerings tied to the MGTO mascot.

MGTO said the hub’s immersive design is intended to translate Mak Mak’s brand recognition into tangible economic activity, particularly in the surrounding Senado Square district.

Licensing push gains momentum

The hub follows the launch in April of MGTO’s Mak Mak IP licensing program, which encourages businesses to develop products and experiences using the mascot.

According to MGTO, the program has received 35 applications, of which 11 have been approved. Proposed products range from souvenirs and food items to lifestyle goods and event collaborations.

Fernandes said the response has been “very positive,” with participation spanning multiple sectors. She added that the hub provides a centralized venue to showcase such collaborations and increase public awareness of locally developed IP products.

Expansion and urban planning considerations

Speaking to reporters on the sidelines, Fernandes indicated that the current hub installation also serves as a pilot project for potential expansion. She said authorities are studying whether similar experiences could be introduced in other districts or community settings, depending on public response.

“We are testing the model first and observing how the market reacts,” Fernandes said, noting that future iterations could extend beyond the current location.

Fernandes also revealed that the Ritz Building, which houses the hub, has not undergone significant renovation for years. The government is conducting preliminary research on how to upgrade and “maximize the use of the space” for future projects.

While no firm plans have been announced, she suggested that the site could play a larger role in Macau’s cultural and tourism infrastructure.

Initial visitor turnout on opening day was described by officials as strong, with expectations of increased foot traffic as promotion continues. Fernandes said the central location would help raise awareness of Mak Mak and support both on-site and off-site retail sales tied to the brand.

She emphasized that building recognition remains the immediate priority. “The most important thing now is to continue strengthening the brand,” she said, adding that broader commercial opportunities would follow as visibility grows.