Choo Choo Culture Creative Makes its Way with Creative Pastry Souvenirs

As one of the focuses of Macao’s endeavours towards moderate economic diversification, the local cultural and creative industries have been steadily and continually developing. Choo Choo Culture Creative Co. Ltd. has distinguished itself through reinterpreting the conventional image of Mazu with its original IP character – the cartoon girl “Macau Mazu”, and integrating the creative elements into its pastry souvenirs.

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Cartoon image of Mazu

(photo courtesy of the enterprise)

Remains based in Macao despite many difficulties

During its early stage, Choo Choo Culture Creative produced cultural and creative products for the Palace Museum, opened in Macao the first 3D painting experience museum and a commission shop dedicated to Chinese and Portuguese cultural and creative products, and even designed a four-wheel drive competition scene through integrating animation with Macao streetscapes. Instead of following the smooth road taken by others, Choo Choo Culture Creative chose to explore the cultural and creative business and pursue a crossover from the cultural and creative fields into the food souvenir industry.

Head of the company O Veng Keong

Taking the lead and building brand value through various channels

Upholding the philosophy of “taking the lead to make a way with personal characteristics”, O Veng Keong, head of the company, decided to name it “Choo Choo Culture Creative Co. Ltd.” and established a food factory in Macao. The company has developed an array of pastries with diverse flavours, including featured products such as egg white roll with almond, flaxseed oatmeal cookies, cashew nut and cranberry cookies, and pistachio and green tea cookies, and used packaging featuring the lovely cartoon image of Mazu, Chinese paper cutting and Portuguese tile art elements. With attractive packaging that integrates Chinese and Western designs and the “Made-in-Macao” and “Macao brand” positioning, the company has successfully built its brand value.

With years of entrepreneurial experience, Mar. O truly understood the limitations of developing a single business model, and applied for trademark, industrial design and model registration in the early years, in the hope of pursuing the co-development of IP brand authorisation and cultural and creative souvenirs. At present, the company has successfully authorised a mainland factory to launch dried fish snacks in packaging featuring the cartoon image of Mazu.

Packaging that has obtained industrial design and model registration

Pastry chef kneading dough to make cookies

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Interior of the factory

Featured original products of the brand

Gaining business opportunities through actively participating in exhibitions

Mr O is grateful to the Macao Trade and Investment Promotion Institute (IPIM) for providing support to the growth of Choo Choo Culture Creative. At the early stage of the company’s establishment, Mr O actively participated in various exhibitions and events held by IPIM, which helped the company to forge partnerships in addition to expanding their customer base. During the Macao International Trade and Investment Fair (MIF), the company entered into co-operation with the State Ethnic Affairs Commission of the People’s Republic of China and was commissioned to produce the “Bonded Chinese” themed moon cake product series, which received favourable feedback. During the “Macao Ideas, Join & Match” Business-matching Showcase recently organised by IPIM, the company successfully entered into a partnership with a large local chain supermarket to sell its souvenir products. Mr O hopes that Choo Choo Culture Creative will continue to be active in exhibitions and trade events and communicate the appeal of “Made-in-Macao” and “Macao brand” products through cultural and creative souvenirs.

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