爪爪龍品牌創立

Brand Creation of Clawie Loong

爪爪龍（Clawie Loong）由澳門人出版有限公司於2025年創作，是紮根澳門本土、兼具自然教育與人文內涵的原創兒童IP。2026年正式推出首本角色故事繪本《爪爪龍之紅樹林裡的秘密迷宮》，以澳門在地自然風貌為起點，開啟「探索土地、守護自然、陪伴成長」的IP發展路線。

Created in 2025 by The Macanese Publishing LTD., Clawie Loong is an original Macao-rooted children’s IP that blends environmental education with rich cultural values. In 2026, the brand officially launched its first picture book, Clawie Loong: The Secret Maze in the Mangrove Forest. Taking Macao’s local natural landscape as its starting point, the IP embarks on a journey centered around “Exploring the Land, Protecting Nature, and Accompanying Growth.”

爪爪龍誕生故事

Birth Story of Clawie Loong

爪爪龍（Clawie Loong）誕生於澳門龍爪角海岸的天然奇石，凝聚天地自然靈氣與人間溫柔善念，化身守護自然、陪伴孩童成長的精靈。爪爪龍獨自穿梭於山海、濕地、山林與城市之間，持續探索土地的秘密。每當遇見困惑的小朋友、需要幫助的動植物，牠都會以細膩的觀察力與溫柔的智慧給予引導，帶領大家看見自然的奧秘、學會尊重生命、善待環境、珍惜人文。

爪爪龍擁有旺盛的好奇心，擅長細心觀察身邊的微小事物；心地柔軟、善良體貼，遇到問題願意主動思考、積極行動。牠不是無敵的超級英雄，也沒有強勢的霸氣人設，而是溫和、真實、孩子能夠深度共情、願意主動親近、學習、追隨的成長小夥伴。

Born from the natural, unique rock formations along the coastline of Macao’s Long Chao Kok (Dragon’s Claw Rocks), Clawie Loong was created through the harmonious balance of nature and human kindness, embodying a gentle sprite who protects nature and accompanies children as they grow. Clawie Loong wanders alone through mountains, seas, wetlands, forests, and the city, continuously exploring the secrets of the land. Whenever encountering a confused child or a plant or animal in need, Clawie Loong uses keen observation and gentle wisdom to offer guidance—leading everyone to uncover the wonders of nature, learn to respect life, cherish the environment, and treasure human culture.

Driven by boundless curiosity, Clawie Loong excels at observing the subtle details of everyday life. Warm-hearted, kind, and thoughtful, Clawie Loong actively reflects and takes initiative when facing challenges. Not an invincible superhero nor a dominant figure, Clawie Loong is a gentle, authentic companion—a trusted friend with whom children deeply resonate, eagerly approach, and inspire to learn and grow alongside.

品牌核心精神

Brand Core Spirit

保持好奇，細心觀察，溫柔守護，持續成長。

我們鼓勵孩子以好奇的心探索世界、以細膩的眼光觀察萬物；學會珍惜自然生態的可貴、敬重人文歷史的痕跡，願意在生活中用小小的行動，守護身邊的環境、生命與美好。

Keep curious, observe closely, guard gently, grow continuously.

We encourage children to explore the world with a curious heart and observe all things with a keen eye; to cherish the preciousness of natural ecosystems and respect the footprints of history and culture—inspiring them to take thoughtful action in daily life to protect the environment, life, and beauty around them.

品牌文化內涵

Brand Cultural Values

爪爪龍的探險足跡，完整覆蓋澳門土地的多元面貌：包含濕地候鳥生態、海岸海洋風貌、山林自然環境、世遺古蹟與非遺人文遺存。透過角色視角，記錄、傳承、推廣澳門本土「自然＋人文」雙底蘊，讓孩子從小認識身邊的土地之美，也讓外界透過IP看見澳門多元的城市魅力。

Clawie Loong’s adventures span the full spectrum of Macao’s rich landscape—from wetland migratory bird ecosystems, coastal marine views, and lush mountain forests to UNESCO World Heritage sites and intangible cultural heritage. Through the character’s perspective, the brand documents, inherits, and promotes Macao’s dual heritage of nature and culture. This allows children to appreciate the local beauty of their surroundings from an early age, while enabling the outside world to discover Macao’s multifaceted urban charm through this unique IP.