How the Souvenir Industry Is Using Social Media for Customer Growth: Koi Kei Bakery in Macau as an Example

Feifan Shi

2025

Abstract

This study takes the representative brand of Macau's handicraft industry “Macau Moment Kee” as an example, and explores the application strategies of social media (TikTok and XiaoHongShu) in the traditional handicraft industry and its role in driving customer growth. The study analyzes the current situation, core challenges and optimization path of social media marketing in Macau's handmade letter industry through literature survey and case study. It is found that although Moment Kee Bakery achieves short-term traffic explosion through short-video cultural narratives and KOL cooperation, it still faces content homogenization and brand trust crisis. This paper proposes two strategies, namely cooperation with intangible cultural heritage and data-driven operation, to provide a digital transformation framework with both academic value and practical significance for Macau's handmade handicrafts industry.

Paper Citation

in Harvard Style

Shi F. (2025). How the Souvenir Industry Is Using Social Media for Customer Growth: Koi Kei Bakery in Macau as an Example. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 401-406. DOI: 10.5220/0013992300004916

in Bibtex Style

@conference{prmc25,
author={Feifan Shi},
title={How the Souvenir Industry Is Using Social Media for Customer Growth: Koi Kei Bakery in Macau as an Example},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={401-406},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013992300004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - How the Souvenir Industry Is Using Social Media for Customer Growth: Koi Kei Bakery in Macau as an Example
SN - 978-989-758-778-8
AU - Shi F.
PY - 2025
SP - 401
EP - 406
DO - 10.5220/0013992300004916
PB - SciTePress