Melco Resorts & Entertainment has appointed Jing Boran as the global brand ambassador for its flagship integrated resort City of Dreams, marking a new phase in the property’s global branding strategy.

The announcement was made as part of the launch of City of Dreams’ new brand chapter, “Be a Dreamer”, reflecting a repositioning that blends luxury hospitality with art, culture and innovation.

A New Brand Chapter: “Be a Dreamer”

Jing Boran was unveiled alongside Tan Yuan Yuan, who was introduced as a “Friend of the Brand.”

Tan Yuan Yuan is widely recognized as one of the most celebrated ballet artists internationally, bringing a strong cultural and artistic dimension to the resort’s branding efforts.

According to Melco, the unveiling represents:

“a significant evolution of City of Dreams’ brand promise … through a profound fusion of art, culture and imagination.”

The campaign highlights the resort’s ambition to move beyond traditional luxury hospitality and position itself as a creative and cultural destination.

Leadership Perspective

Lawrence Ho, Chairman and CEO of Melco, described the initiative as an important milestone in the resort’s brand journey.

“The launch of ‘Be A Dreamer’ marks another significant milestone in the evolution of City of Dreams.”

He added:

“We are honored to welcome Mr Jing Boran as our Global Brand Ambassador and Ms Tan Yuan Yuan as Friend of the Brand. Their spirit of excellence and exploration resonates deeply with City of Dreams’ ‘Dream Beyond’ brand promise. This chapter not only expresses our brand vision but also reflects Melco’s commitment to the cultural and tourism development of Macau.”

Lawrence Ho also emphasized the resort’s ambition to reshape luxury hospitality through a broader creative vision:

“City of Dreams is devoted to redefining traditional luxury through the convergence of visionary architecture, Michelin-starred gastronomy, legendary entertainment and contemporary art, creating experiences that truly touch the soul.”

He added that the initiative also contributes to Macau’s tourism development:

“Beyond advancing our own journey, this effort enriches Macau’s cultural landscape as an international travel destination. Through continued innovation and artistic expression, we aim to support elevating Macau’s presence on the global tourism stage and gradually transforming this vision into a tangible reality.”

City of Dreams: Melco’s Flagship Destination

Located in Macau, City of Dreams remains one of the most recognizable integrated resorts on the Cotai Strip.

The complex features:

• luxury hotels including Morpheus Hotel
• high-end retail and dining
• entertainment attractions
• a large-scale casino floor

The resort has long positioned itself as a premium entertainment hub combining gaming, nightlife, art and architecture.

Celebrity and Cultural Branding in IR Marketing

The appointment of Jing Boran reflects a broader marketing trend across Asia’s integrated resort industry.

Operators are increasingly collaborating with:

• celebrities
• artists
• cultural figures
• fashion and lifestyle brands

These partnerships help integrated resorts expand their influence beyond gaming audiences into global lifestyle and luxury travel markets.

Strategic Insight: Branding as Cultural Storytelling

As gaming markets across Asia become more competitive, integrated resorts are investing heavily in brand storytelling and cultural identity.

Melco’s “Be a Dreamer” campaign illustrates how resorts are blending:

• celebrity influence
• artistic collaboration
• luxury lifestyle experiences
• cultural programming

to create deeper emotional connections with visitors.

Final Take

The launch of the “Be a Dreamer” campaign and the appointment of Jing Boran and Tan Yuan Yuan signal a new chapter for City of Dreams.

By integrating celebrity influence, artistic expression and cultural storytelling, Melco is positioning the resort as a global lifestyle destination where entertainment, architecture and creativity converge.

In Macau’s increasingly diversified tourism economy, initiatives like this highlight how integrated resorts are evolving beyond gaming into global cultural and entertainment platforms.