Macao is stepping up its push into the global creator economy with the launch of the “MARCA✦MACAU Macao Signature” initiative. This is a new program designed to help local brands and livestream influencers reach overseas markets.
The initiative was introduced by Macao’s Economic and Technological Development Bureau, also known as DSEDT. It aims to verify some local companies and creators. In addition, it will assist to grow their business through cross border e-commerce, marketing partnerships and global market exposure.
The launch underscores how governments are increasingly recognizing creators and livestream influencers as key drivers of digital commerce, tourism and brand growth.
What is Macao Signature Program ?
The Macao Signature program is a certification and promotion scheme. It identifies local products, services and livestream talent with international potential.
The program covers two main categories: products and services. Eligible applicants include original Macao brand enterprises. Moreover, livestream influencers who can help promote local offerings to broader audiences may apply.
Products marked as “Made in Macao” or “Designed in Macao” may qualify, even if they are manufactured outside the region. Additionally, brands produced in the Greater Bay Area through original equipment manufacturing may also be considered. This applies as long as they meet the program’s requirements.
Who Can Apply?
Applications are open to local brand owners and livestream influencers. According to the program structure, the first selection round will choose up to:
- 20 local enterprises
- 10 livestream influencers
A review committee made up of DSEDT representatives and industry associations will evaluate applications.
For businesses, evaluators will look at brand strength, production capacity and the potential for overseas expansion. For influencers, evaluators will assess livestreaming experience, professional conduct and public image.
Applications for the first round will be accepted until June 30, 2026. The results will be announced in October 2026.
Macao’s Cross-Border E-Commerce Ambitions
Macao Signature program builds on previous initiatives to support local businesses through livestream commerce and international collaborations.
In 2025, Macao small and medium-sized enterprises took part in livestream e-commerce activities in mainland China and Portugal. There were initial indications of demand for Macao-branded products, including thousands of online transactions through livestream-driven promotions.
Macao seems to be setting the stage for a more organized international expansion of local brands and influencers. It is doing this by introducing a formal certification program.
The initiative also pays homage to the rising power of livestream commerce in Asia. In this region, creators are often directly involved in product discovery, sales, and brand storytelling.
What This Means for Influencers
For livestream influencers in Macao, the program could open up new opportunities to engage with certified local brands. They may also be featured in official overseas promotional campaigns.
The initiative treats influencers as a part of the export and e-commerce strategy rather than simply as marketing partners. Furthermore, it reflects a broader change in how governments and business groups see creators; not just as content producers but as commercial ambassadors.
Selected influencers may benefit from stronger brand partnerships, increased visibility, and access to international commerce campaigns. These campaigns are tied to Macao’s official promotional efforts.
Annual Applications Could Expand the Program
The “Macao Signature” logo has already been registered as a trademark in both Macao and mainland China. DSEDT also plans to reopen applications annually, although future rounds may be adjusted based on the results of the first phase.
This gives the initiative room to grow beyond its initial group of selected enterprises and influencers.
If successful, the Macao Signature program could serve as a template for how smaller markets can use creator collaborations, livestream commerce and certified local branding. In this way, they could compete globally.
The Bigger Picture
Macao’s latest move highlights the increasing interconnectivity of the creator economy with regional development and global commerce.
With the development of cross-border e-commerce, livestream influencers are increasingly used to help local businesses reach global consumers. For Macao, the Macao Signature program is more than just a branding exercise. It is also a way to turn local products, services and creators into global-facing assets.
The message to brands and influencers is clear: creator-led commerce is becoming a serious player in international business expansion.