ABSTRACT

PRESERVING AND PROMOTING MACANESE CUISINE IS CRUCIAL FOR SAFEGUARDING MACAO'S CULTURAL IDENTITY. THIS PAPER DELVES INTO HOW WE CAN USE VISUAL REPRESENTATION AS A STRATEGIC TOOL TO RAISE AWARENESS AND FOSTER APPRECIATION FOR THIS UNIQUE CULINARY HERITAGE. THIS DISSERTATION EXPLORES HOW VISUAL IDENTITY CAN PLAY A KEY ROLE IN PRESERVING AND CELEBRATING MACANESE CUISINE. THIS RESEARCH TAKES A COMPREHENSIVE APPROACH, BLENDING SURVEY DATA FROM MACAU RESIDENTS, INTERVIEWS WITH CULINARY EXPERTS, AND A THOROUGH LITERATURE REVIEW. OUR FINDINGS SHOW THAT WHILE THERE IS A STRONG RECOGNITION OF MACANESE CUISINE AMONG LOCALS, THERE IS ALSO A CLEAR NEED FOR MORE ENGAGING AND WIDESPREAD VISUAL REPRESENTATIONS TO BOOST ITS APPEAL, ESPECIALLY AMONG YOUNGER GENERATIONS AND INTERNATIONAL AUDIENCES. THE DISSERTATION ARGUES THAT DEVELOPING A UNIQUE VISUAL IDENTITY—THROUGH ELEMENTS LIKE COLOUR SCHEMES, LOGOS, AND IMAGERY—CAN GREATLY INFLUENCE HOW MACANESE CUISINE IS PERCEIVED AND ENJOYED. WE ALSO INVESTIGATE HOW MODERN MARKETING TECHNIQUES, PARTICULARLY THROUGH SOCIAL MEDIA AND DIGITAL PLATFORMS, CAN EFFECTIVELY HIGHLIGHT MACANESE DISHES' DISTINCT FLAVOURS, CULTURAL SIGNIFICANCE, AND PREPARATION METHODS. BY BLENDING TRADITIONAL AND CONTEMPORARY PROMOTIONAL STRATEGIES, THE RESEARCH ADVOCATES FOR A DYNAMIC APPROACH TO ENGAGING A BROADER AUDIENCE AND ENSURING THIS VIBRANT CULINARY TRADITION THRIVES. KEYWORDS: MACANESE CUISINE, CULTURAL IDENTITY, VISUAL IDENTITY, VISUAL CULTURE, PROMOTION, PRESERVATION, SOCIAL MEDIA.