In 2024, Macau hosted the fourth edition of the International Gastronomy Forum, Macao, which was also the first staging of the event in the post-pandemic era. To promote the forum, the Macao Government Tourism Office (MGTO) partnered with SCMP for a three-part content and event campaign, created under the banner of SCMP’s 100 Top Tables fine dining guide in order to leverage its engaged audience.

Part one of the campaign had SCMP’s branded content arm, Morning Studio, produce four video-led articles that highlighted inspiring human stories while also emphasising Macau’s status as a Unesco Creative City of Gastronomy. These were published on SCMP.com.

Part two saw the SCMP Live events team collaborate with MGTO to organise the International Gastronomy Forum, Macao, as an immersive event – designing the programme, selecting panel topics and facilitating discussions guided by the authoritative voice of 100 Top Tables.

Part three had SCMP’s Specialist Publications team produce a special “Macau Edition” of its 100 Top Tables broadsheet. This was distributed at the forum as well as in the print edition of SCMP on the event day, so that the newspaper’s audience could engage with the event’s thought leadership.