The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August 1 to 20 for the Chinese Mainland market and from September 21 to 27 for the ASEAN region, marking the first expansion into Singapore and Malaysia. The event aligns with the Chief Executive's Policy Address and Budget to support Hong Kong SMEs in cross-border e-commerce.
This year's festival features over 280 brands for the Mainland edition and around 100 for the ASEAN edition, a record number. The theme is "Hong Kong Trends, Curated Finds," covering seven product categories, including health supplements, food and beverages, personal care, home and living, apparel, silver economy products, and a new designer toys category. Exclusive discounts and live-streaming sales will be available.
Financial Secretary Paul Chan filmed a promotional video, stating: "Empowered by technology, e-commerce has become a vital channel for local and cross-boundary sales. The HKSAR Government supports local enterprises in digital transformation and expanding cross-boundary e-commerce. This year, the Hong Kong Shopping Festival enters the ASEAN e-commerce market for the first time, helping Hong Kong brands reach more consumers."
Jacky Chung, Associate Executive Director of HKTDC, said: "Hong Kong businesses have strong competitive advantages in quality and trust. Through the festival, HKTDC integrates training, consultancy, live-streaming, and sales opportunities to help enterprises excel in e-commerce. We are extending 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 already engage in cross-border e-commerce, with another 20% planning to adopt online sales. Bruce Pang, Director of Research, noted: "The Chinese Mainland remains the world's largest e-commerce market with robust demand for premium products. ASEAN markets like Malaysia and Singapore offer high purchasing power and e-commerce penetration, presenting opportunities for Hong Kong companies."
The Mainland edition will collaborate with Taobao, JD.com, and Douyin, featuring 600 unique products. Live-streaming e-commerce remains key, with 30 sessions hosted by renowned livestreamers, including Austin Li Live and Allen Lin Live. A new "Behind-the-Brand" series will take consumers on virtual tours of factories and stores. Influencers from Xiaohongshu, Douyin, and WeChat will promote participating brands.
For the ASEAN debut, the festival will partner with Shopee and Lazada, launching a dedicated website and a limited-time online store for Hong Kong businesses new to e-commerce. The event aims to test market response and provide practical experience.
Representatives from participating brands shared their experiences. Vivian Tang of Wai Yuen Tong Medicine Company highlighted e-commerce strategies developed through previous editions, while Edmond Yung of ProFone (Hong Kong) Limited expressed ambitions to expand into Mainland and ASEAN markets.
HKTDC offers comprehensive support, including one-on-one consultancy, seminars on ASEAN e-commerce, and export credit insurance from the Hong Kong Export Credit Insurance Corporation. Since December 2025, training programmes have helped businesses understand market dynamics.
The Hong Kong Shopping Festival (Chinese Mainland) website is https://hkshoppingfestival.hktdc.com/. The ASEAN version website is http://hkshoppingfestival-asean.hktdc.com.
