SMEs and community groups turning pink ribbon into action

In Macau, breast cancer awareness is increasingly being advanced not only by hospitals and advocacy groups but also by small businesses, survivors, and community organizations willing to make the issue visible. 

From Lord Stow’s long-running Pink Ribbon campaign to a local survivor’s account of diagnosis and recovery, and to the International Ladies’ Club of Macau’s (ILCM) educational initiatives, the message is consistent: early detection, open conversation, and practical support can drastically improve outcomes.

The Hong Kong Breast Cancer Foundation, which has received donations from Lord Stow’s campaign, advocates regular breast awareness and screening, including monthly self-examinations, clinical breast examinations, and, for women over 40, regular mammography.

According to the World Health Organization (WHO) and its Global Breast Cancer Initiative, breast cancer prevention rests on three pillars: healthy lifestyle choices, breast self-awareness, and organized screening.

Eva, cancer survivor

WHO states that since 80% of women diagnosed with breast cancer have no specific risk factors beyond their sex and age, early detection remains the most critical factor in improving survival rates. Screening recommendations vary by region and available resources. In well-resourced areas, WHO recommends organized mammography screening every two years for women aged 50 to 69.

In Macau, breast cancer remains the most common cancer among women, according to figures from the Health Bureau’s (SSM) Cancer Registration System. In 2023, the bureau recorded 291 new cases, equivalent to 80.4 per 100,000 women, and 55 deaths, or 15.2 per 100,000.

Citing data released in January 2024, the SSM previously reported that the five-year relative survival rate for breast cancer in Macau was 88.5%. Since then, efforts to expand screening have appeared to gain momentum.

Two months after the SSM’s breast cancer screening program launched in October last year, 3,925 women had taken part, according to the bureau’s recent reply to lawmaker Wong Kit Cheng’s written interpellation. Of those, 599 were assessed as high risk of developing breast cancer, accounting for 15.3%.

In 2024, the SSM’s Cancer Patient Resource Center (CRDO) reported that it assisted more than 6,900 individuals through outpatient nursing and rehabilitation services, home counseling, and post-surgery exercise programs.

SSM continues to encourage women 18 and older to join SSM’s “Breast Cancer Screening Program” and to prioritize their health through routine check-ups and preventive measures.

The Times also approached SSM for updated cancer figures but did not receive a response by press time.

Campaigns built on conversation

For Lord Stow’s Bakery, the breast cancer support campaign began with a family experience. Audrey Stow, daughter of founder Andrew Stow, told the Times that the business began informally supporting Pinktober in 2017 after close family members and colleagues were affected by breast cancer; some survived, while others did not.

“In 2018, we launched the actual pink ribbon cookie,” Stow said. “And then we asked, what else is pink? So, rose coffee. We added both items across the board. Half of it goes to the donation.”

Since 2018, Lord Stow’s has donated 50% of the revenue from its Pink Ribbon Cookie and Rose Coffee, sold at its Macau outlets in October, to the Hong Kong Breast Cancer Foundation.

Lord Stow’s special Pink Ribbon campaign

Stow said it has donated a total of HKD196,500 since the campaign began. She also noted that the campaign paused in 2020 due to Covid-19 but resumed in 2021.

To date, the 2024 campaign was the bakery’s strongest, raising more than HKD45,000. Stow attributed the result in part to the opening of an additional outlet at The Londoner Macao and to frontline staff wearing pink ties, which helped spark conversations with customers.

“It’s through all the frontline team members that awareness is created,” she said. “People might buy a little extra for family and friends, or for their children’s teachers.”

“No matter how low the amount is, we still need to do it.”

The Bakery’s initiative has also extended beyond breast cancer. In November, Lord Stow’s will donate 50% of revenue from its Mustache Cookies and Mustache Cappuccino across all outlets to the Movember Foundation, which funds research on prostate and testicular cancers, mental health, and suicide prevention. 

Stow said the two campaigns, one month apart, reinforce a simple idea: health concerns affect everyone, and men and women should seek checkups rather than delay.

Be quick to beat the odds

For Eva, a breast cancer survivor, the importance of acting quickly became painfully clear. She told the Times that at the end of January 2024 she had found a pea-sized lump in her breast.

Although she had been under medical surveillance since age 16 because of existing lumps and calcifications, this felt different, she said.

A missed checkup compounded her concerns: pandemic-related travel and scheduling disruptions left her without an examination for four years.

By late March 2024, the lump had grown significantly. An ultrasound indicated a low likelihood of malignancy, but a biopsy was recommended.

“I didn’t fully trust that result,” she said.

A biopsy later confirmed grade 3 triple-negative breast cancer, an aggressive form of the disease. At the same time, Eva learned she was pregnant with her second child. She chose to continue the pregnancy and began treatment in Portugal, where she could receive cancer care during pregnancy.

She completed four months of intravenous chemotherapy, though at a reduced dose, and described profound exhaustion even when side effects were limited. Her daughter was born without major complications during the break between chemotherapy and surgery.

“Just ten days after giving birth, I underwent a mastectomy with immediate reconstruction,” Eva said.

Recovery brought further setbacks, including an infection around her breast implant that required seven days of hospitalization. Scans eventually showed good results and negative lymph nodes.

Still, because she had not achieved a complete response to chemotherapy, she needed an additional four months of oral chemotherapy, followed by 25 sessions of radiotherapy. She completed active treatment in early October 2025 and is now in remission.

For Eva, one of the hardest parts was not the treatment itself but the separation from her family. She explained that her husband remained in Macau with their older daughter while Eva stayed in Portugal for care.

“Cancer treatment is a long process, and the uncertainty can be exhausting,” she said. “Going through all of this while seeing my family mostly through a phone screen was incredibly hard.”

When asked what message she would give to women who may be delaying screening, ignoring symptoms, or afraid to seek medical advice, she urged them not to postpone checkups or dismiss concerns out of fear.

“Early diagnosis can save lives,” she said. “Find a medical team you trust, ask questions, and listen to their advice. Above all, don’t ignore your instincts.”

Eva also highlighted a less visible stage of the journey: life after treatment. Fatigue, fear of recurrence, brain fog, and the pressure to appear well can persist long after doctors declare treatment complete.

“Finishing treatment doesn’t necessarily mean that the emotional and physical consequences disappear,” she said. “Life doesn’t always return to what it was before. Sometimes, it asks us to begin again. It’s not over. It’s a reset.”

Community links add support

The ILCM has sought to address another gap identified by both Stow and Eva: access to clear, local information on breast health.

This year, the club organized a “Gentle Check” Lunch & Learn session on breast wellness, which drew nearly 30 members.

ILCM’s Pink Lunch

At this event, Dr. Lam Ut Sin, an attending physician in the Department of General Surgery and Breast Surgery at Kiang Wu Hospital, discussed the causes of breast cancer, self-examination methods, and early prevention strategies, and then answered members’ questions.

The ILCM’s Pinktober activities continued yesterday with a Pinktober lunch at MGM Macau’s Aux Beaux Arts.

82 guests attended yesterday’s event, which featured a silent auction that raised approximately MOP13,000 for the ILCM Charity Fund.

Speaking to the Times, ILCM President Sophie Lei said the club was delighted to welcome women from across Macau’s sectors to support the cause and thanked MGM and other sponsors for their generous donations.

The ILCM’s Pink Lunch has previously served as a platform for breast cancer awareness and community fundraising.

The funds will remain in the ILCM Charity Account to support upcoming talks and seminars in 2027, open to members as well as the club’s friends and family.

Lei said the club’s current focus is its wellness program, which aims to raise awareness of the disease. In addition, a founding member donated MOP5,000 in cash to support the ILCM’s community team.

Guided by the pink ribbon symbol, the organization says it aims to transform participation into hope and to encourage women to take preventive action.