This paper contributes to debates around cultural event management in the Chinese century by investigating the case of the International Film Festival & Awards Macao (IFFAM). It first problematises the Chinese century concept by contrasting studies on film-related soft power in China as cultural diplomacy with the Macao Special Administrative Government’s use of festivals and events as place marketing strategies. It argues Macao does not fit comfortably into the soft power paradigm normally associated with China and uses the festival to illuminate areas of difference. Within this problematised context, the case study of IFFAM is built on existing studies of eventalisation as urban cultural policies. The analysis section demonstrates IFFAM differs from state-led film activities in mainland China. Findings presented and evaluated include official announcements about IFFAM by the Macao Government Tourism Office (MGTO), where the festival’s objective to ‘improve Macao’s international reputation’ are contrasted with the paradigms underpinning mainland China’s going-out international trade policy. Further findings relate to the festival’s programming strategies, and domestic and international reception of IFFAM in the past years, answering the question of whether Macao and IFFAM act as intermediaries, influencing cultural policy and film festival production practices in other regions of China and recentring film festivals’ focus from Europe to Asia. It emphasises the importance of IFFAM’s development in Macao because of its unique status and potential as an alternative, intermediary lens for observing the Chinese century.