Macau, one of the world’s premier gaming and luxury destinations, is opening its doors wider than ever. With the launch of its Programme for Supporting the Development of Macao First Store Economy on 1 November, international luxury brands can to establish a flagship presence in one of Asia’s most affluent markets – backed by government reimbursements of up to MOP1,000,000 ($125,000).
This programme is a rare opportunity to combine government-backed financial support with one of the world’s most dynamic luxury markets, potentially helping brands with greater prestige, visibility and long-term growth.
The programme provides many benefits to luxury brands, including:
• Unmatched market access: Macau attracts more than 30 million tourists annually, many of them high-net-worth individuals seeking exclusive shopping experiences.
• Generous incentives: From core funding for operations to bonuses for prime locations, larger store sizes and local employment, the programme is designed to maximise brand impact.
• Cultural prestige: The programme provides the opportunity to position brands alongside global icons in a city that blends heritage with modern luxury.
Funding breakdown
The programme offers generous incentives for activities, from renovations to hiring local talent.
• Core support: Up to MOP 500,000 for renovations, rentals, staff and brand setup.
• Prime location bonus: Up to MOP 300,000 for opening in revitalisation zones.
• Store size incentives: Up to MOP 200,000 for immersive boutique spaces.
• Employment perks: Up to MOP 100,000 for hiring local talent.
• Maximum cap: MOP 1m, disbursed in three instalments over two years.
Who qualifies?
International luxury brands must meet at least one of the following qualifications:
• Be featured in prestigious global rankings (Top 100 Brands, World’s 500 Most Influential); or
• Operate for more than 10 years with a top-50 global category value; or
• Have a global footprint of more than 10 stores across more than 3 countries.
Timeline for action
Phase 1 applications are due between 1 November and 31 January 2026. Additional phases will continue through 2028, but early movers gain the strongest market advantage.
Partnerships for brands
Navigating Macau’s legal, financial and regulatory landscape requires precision. Brands can benefit from partnering with advisors and Macau-based law firms for assistance with services including:
• Eligibility assessments: Confirming qualification under programme criteria;
• Application management: Preparing and submitting complete, compliant applications;
• Legal structuring: Ensuring smooth registration and compliance in Macau; and
• Strategic advisory: Maximising incentives while protecting brand interests.
Bruno Nunes is the head of BN Lawyers, a Macau and Portuguese business law firm. He has extensive experience working with luxury brands in areas including corporate, intellectual property, arbitration and gaming. He speaks French, English and Portuguese and can be reached at [email protected].
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