MACAO, July 8, 2026. A cohort of students from the Macao University of Tourism (UTM) has successfully delivered a comprehensive market intelligence report for MAJO Chocolatier, a new local artisanal chocolate brand targeting Mainland Chinese tourists. The initiative was executed under the Capstone business project framework, led by Dr. Fernando Lourenço (羅導謙博士), and represents a continuation of the university's strategic support following preliminary tourist interviews and product tasting sessions conducted in Term 1.
Comprising six distinct teams, the students collaborated to design and execute a massive primary research campaign. Tasked with helping a nascent local brand penetrate a highly saturated market dominated by international giants, the cohort collectively gathered over 2,000 survey responses from tourists, providing a robust dataset for strategic analysis.
Although the findings remain preliminary, the comprehensive data analysis revealed a complex set of consumer demands. The research indicates that modern tourists heavily prioritise a souvenir's utility for social media content creation. Simultaneously, they expect authentic cultural narratives, exquisite artisanal craftsmanship, and premium, professional brand positioning.
'These Capstone projects transcend traditional academic exercises,' said Dr. Lourenço. 'By tasking our students with real-world commercial challenges, they learn to connect rigorous theoretical models with actionable business strategies, ultimately providing local startups with the exact roadmap needed to establish a culturally resonant brand identity.'
The actionable insights and strategic recommendations developed by the six teams have been formally delivered to the founders of MAJO Chocolatier. These data-driven guidelines will directly inform the brand's product design, packaging innovation, and premium market positioning as it seeks to capture the attention of the discerning Mainland Chinese tourist demographic.
