Macao Tourism Office Launches Southeast Asia Drama Series
Macao's tourism office is expanding its digital marketing reach across Southeast Asia. New multilingual mini-drama series aim to attract visitors from key markets including Singapore, Indonesia, Malaysia, and Thailand. This strategy uses popular streaming and social media platforms.
Digital Campaign Targets Southeast Asian Travellers
The Macao Government Tourism Office (MGTO) has launched a comprehensive marketing initiative across Southeast Asia. This campaign features multilingual mini-drama series designed to attract travellers. Target markets include Singapore, Indonesia, Malaysia, and Thailand. The strategy aims to broaden Macao's international visitor base.
It leverages popular digital content platforms such as iQIYI and TikTok. This effort coincides with Macao Economic, Trade and Tourism Investment Promotion Seminars. These government events are currently being held in Singapore, Indonesia, and Malaysia. The drama series seek to elevate Macao’s visibility and appeal throughout the region.
They also intend to spark travel interest among potential visitors. MGTO has previously employed this "mini drama series + travel experiences" approach. Last year, the office became the first cultural tourism account to debut such content on TikTok. This earlier strategy generated significant engagement across the region.
iQIYI Collaboration for 'Cahaya Macao'
A central element of this campaign is "Cahaya Macao," a bilingual mini-drama series. MGTO co-produced this six-episode production with iQIYI. It is available in Malay, Indonesian, and English languages. The series features Malaysian actor and model Ezaidi Aziz. Indonesian actress and influencer Sarah Tuffahati also stars.
The narrative follows a superstar and an assistant during their work trip in Macao. Their contrasting values lead to various interesting situations. "Cahaya Macao" debuted on 30 August this year. Its launch benefits from extensive social media content. Various advertisements across Malaysia, Indonesia, and Singapore further promote the series.
This strategy leverages the influence of key opinion leaders and social networks. The goal is to achieve a broad promotional impact for Macao in these markets.
TikTok Series Drive Engagement
Beyond iQIYI, MGTO has also launched new series on its official TikTok account. An Indonesian mini-drama, "Don't Make A Wish!", debuted on 7 August this year. This ten-episode series tells the story of an Indonesian girl who awakens a fairy in Macao. By 27 August, the series had accumulated over 8 million views. It also generated more than 400,000 interactions.
A Thai series, "OFF THE PAGE!", is scheduled for release in September. This twelve-episode drama portrays an office worker's journey after encountering a fictional prince. These multilingual series aim to engage potential visitors in their native languages. MGTO’s previous TikTok initiatives in 2025 achieved significant reach.
Earlier Indonesian and Thai dramas garnered over 185 million views. They also created continuous trending topics about Macao across Southeast Asia.
Showcasing Macao's Culture and Future Plans
The mini-drama series feature numerous iconic attractions and vibrant communities across Macao. Filming locations include the Ruins of St. Paul's, Rua da Felicidade, and the Macao Science Center. Other sites such as Taipa Pequena Lookout and Mount Fortress are also showcased.
Local community areas, including the Macao Grand Prix Museum and St. Lazarus' Church Square, provide additional backdrops. The productions also incorporate scenes relevant to Muslim travellers. This aims to highlight Macao’s diverse cityscape and cultural offerings. Looking ahead, MGTO plans to continue fostering creative social media productions.
The office intends to expand the range of languages and promotional angles. It will explore the "mini drama series + travel experiences" approach in more international markets. The goal is to engage global audiences through new generation content and styles. This strategy seeks to brand Macao as a prime international destination and increase visitor numbers.
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