The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August 1 to 20 for the Chinese Mainland edition and September 21 to 27 for the ASEAN edition, marking the first time the event extends beyond the Mainland market. The festival aligns with measures outlined in the Chief Executive’s Policy Address and Budget to help Hong Kong small and medium-sized enterprises expand their cross-border e-commerce business. This year, the event features a record number of participating brands online, with over 280 brands in the Mainland edition and around 100 in the ASEAN edition, focusing on Singapore and Malaysia with plans to gradually expand into other ASEAN countries.
The festival’s theme is “Hong Kong Trends, Curated Finds” and includes seven major product categories: health supplements, food and beverages, personal care and cosmetics, home and living, apparel and accessories, products for the silver economy, and a newly added designer toys category. Consumers will enjoy exclusive discounts and live-streaming sales events. The Financial Secretary of the Hong Kong Special Administrative Region Government, Paul Chan, filmed a promotional video for the event, stating that the government supports local enterprises in digital transformation and expanding cross-boundary e-commerce. He highlighted that the festival is entering the ASEAN e-commerce market for the first time, helping Hong Kong brands reach more consumers across geographies.
Jacky Chung, Associate Executive Director of HKTDC, noted that Hong Kong businesses have strong competitive advantages in quality and trust. He said the festival integrates training, consultancy, live-streaming, and sales opportunities to help enterprises progress from learning e-commerce to excelling in it. The event extends to Singapore and Malaysia to enhance digital marketing capabilities and brand influence. According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, and another 20% plan to adopt online sales channels in the next 12 months.
Bruce Pang, Director of Research of HKTDC, said the Chinese Mainland remains the world’s largest e-commerce market with sustained consumption upgrades, while the ASEAN market is developing rapidly, with Malaysia and Singapore standing out due to high purchasing power and e-commerce penetration. He urged Hong Kong businesses to leverage their reputation for quality and credibility, as well as expertise in logistics and supply chain management, to introduce high-quality products to the Mainland and expand their ASEAN customer base.
The Mainland edition will collaborate with major e-commerce and social media platforms including Taobao, JD.com, and Douyin, with dedicated campaign landing pages. The official website will serve as a one-stop information hub. Live-stream e-commerce remains a key pillar, with 30 live-streaming sessions hosted by renowned Mainland livestreamers from Austin Li Live, Allen Lin Live, and TVB Select (Hong Kong Premium Collection) Live. A new “Behind-the-Brand” livestream series will debut, taking consumers on immersive tours of participating brands’ factories and retail stores. An extensive promotional campaign will include influencers from Xiaohongshu, Douyin, and WeChat.
The ASEAN edition will launch an official website and cooperate with Shopee and Lazada, the leading e-commerce platforms in Singapore and Malaysia, showcasing around 300 featured products with exclusive offers. A limited-time online store will help Hong Kong businesses test market response. At a press conference, representatives from participating brands shared their experiences. Vivian Tang of Wai Yuen Tong Medicine Company Limited spoke about e-commerce marketing strategies developed through previous editions, while Edmond Yung of ProFone (Hong Kong) Limited shared ambitions to expand into Mainland and ASEAN markets.
HKTDC has introduced comprehensive support measures, including one-on-one professional consultancy services and, for the first time, the Hong Kong Export Credit Insurance Corporation (HKECIC) joining to offer export credit insurance and financing solutions for cross-border e-commerce with the Mainland. Since December 2025, HKTDC has organized Chinese Mainland E-commerce Training Programmes. For ASEAN, specialized seminars on regional e-commerce will provide in-depth analysis of market developments and digital marketing strategies.
