On 5 March 2025, a group of 34 Year 1 students from the Bachelor of Science in Marketing and Brand Management programme (Chinese medium) at the Macao University of Tourism (UTM) took part in a field trip to the GalaxyArt, on the first floor of Galaxy Promenade at Galaxy Entertainment Group. Organised by Lecturer Ms Belina Lei, the visit was designed to complement the Introduction to Business Management course by providing real-world insights into Intellectual Property (IP) commercialisation, brand development, and distribution channels—key drivers of today's dynamic business landscape.
This field trip aimed to enhance the understanding of IP-driven business strategies, particularly among the Z generation, who are interested in related animation IPs, Blind Box marketing, and popular cultural trends. The visit began with a guided tour of the "Panmanboman: Wishes Boom and Bloom" exhibition, a Lunar New Year-themed art showcase co-hosted by Galaxy Entertainment Group, the Cultural Affairs Bureau, and the Macao Government Tourism Office - Macao SAR Government.
The highlights of the exhibition, "Boom & Bloom", are the first collaborative exhibition between Mainland artist Ray Chan (creator of "Money Tree" IP) and Macao artist Sanchia Lau (creator of "Wishing Doll"). Curated by Gary Mok, it merges traditional Chinese aesthetics with contemporary art, exploring themes like dreams, culture, and fulfilment in a vibrant garden setting. Lau's work highlights Macao's culture, while Chan's art reconnects youth with tradition. The interactive exhibit features multimedia displays and limited-edition collectables, showcasing how cultural IP can boost tourism and retail.
The second part of the visit included two expert-led presentations by the Galaxy Entertainment corporate team and a Macao led designer, focusing on the role of IP in integrated resorts and entertainment industries, case studies of successful IP collaborations (e.g., character licensing, limited-edition merchandise), and strategies for engaging younger audiences through pop culture trends like Blind Boxes (mystery collectables) and animation-themed experiences.
The visit featured talks shared by Ms Florence Lam (Curator of Art & Culture, Galaxy Entertainment Group), who discussed Galaxy's approach to integrating art and IP into hospitality and entertainment. This was followed by a representative from WAS Macao International Cultural and Creative Co., Ltd. (also the CEO and lead designer), Ms. Sanchia, who shared the behind-the-scenes IP creation and commercialisation processes, challenges and opportunities in cross-border creative collaborations.
Students gained exposure to how intellectual property (IP) transforms cultural assets into profitable ventures, the synergy between art, tourism, and retail in Macao's economy, and the career pathways in IP management, brand development, and creative entrepreneurship.
Reference link: https://www.gegfoundation.org.mo/zh-hant/exhibitions/boomandbloom
https://www.macaotourism.gov.mo/zh-hant/events/whatson/11241/
Written by Belina Lei - UTM Lecturer
