DIA Signs China-France (Macao) Brand Globalisation Strategic Investment Cooperation Agreement in Paris

The 12th China-France Brand Summit was held at UNESCO Headquarters in Paris from 27 to 29 May, organised by the Bonjour Brand China-France Brand Aesthetics Centre and the French Prospective and Innovation Foundation. For the first time, the Macao Economic and Technological Development Bureau (DSEDT) served as a co-organiser, bringing Macao brand representatives to the series of events.

During the forum, the China-France Brand Aesthetics Centre (represented by Yang Jing) and the Macao Digital Innovation Association (represented by Chairman Yang Cheng) signed the China-France (Macao) Brand Globalisation Strategic Investment Cooperation Agreement, launching tripartite brand collaboration between the Chinese mainland, Macao and France. The two sides will work together through brand resource synergy, digital communication capacity building and international scenario matchmaking to bring Macao brands to global markets.

The signing was witnessed by former French Prime Minister Jean-Pierre Raffarin, President of the Paris Region Business Confederation Bernard Cohen-Hadad, Chief Representative of the CCPIT Representative Office in France Li Wenguo, and Director of the Foreign Trade and Economic Cooperation Department of DSEDT Lam Hoi Kin, among other guests.

This is the Association's first international cooperation agreement reached in Europe, marking an important step in promoting the globalisation of Macao brands and the overseas expansion of Chinese brands. The two sides will continue to deepen cooperation in brand internationalisation, digital marketing and international exhibitions.