The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August 1 to 20 for the Chinese Mainland and September 21 to 27 for ASEAN, marking the first expansion into Singapore and Malaysia. The event, themed “Hong Kong Trends, Curated Finds,” includes seven product categories such as health supplements, food and beverages, personal care, home and living, apparel, silver economy products, and a new designer toys category. With record brand participation—over 280 brands for the Mainland edition and around 100 for ASEAN—the festival aims to support Hong Kong small and medium-sized enterprises in cross-border e-commerce.
The Financial Secretary of the Hong Kong Special Administrative Region Government, Paul Chan, highlighted the government’s commitment to digital transformation and cross-boundary e-commerce. “Empowered by technology, e-commerce has become a vital channel for both local and cross-boundary sales,” he said in a promotional video. The festival leverages major platforms like Taobao, JD.com, and Douyin for the Mainland, and Shopee and Lazada for ASEAN. HKTDC Associate Executive Director Jacky Chung noted that the festival integrates training, consultancy, and live-streaming to help enterprises excel in e-commerce.
According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, with another 20% planning to adopt online sales. Bruce Pang, Director of Research at HKTDC, emphasized the growth potential in the Chinese Mainland and ASEAN markets. “The Chinese Mainland is enjoying a sustained consumption upgrade, while ASEAN markets like Malaysia and Singapore offer high purchasing power and e-commerce growth,” he said.
New initiatives include 30 live-streaming sessions by renowned Mainland livestreamers such as Austin Li Live and Allen Lin Live, and a “Behind-the-Brand” series that takes consumers on virtual tours of Hong Kong factories. The festival also features a seeding campaign with influencers from Xiaohongshu, Douyin, and WeChat. For ASEAN, a limited-time online store will help brands test market response. The Hong Kong Export Credit Insurance Corporation has joined to offer cross-border e-commerce insurance and financing solutions. HKTDC will also conduct specialized seminars on ASEAN e-commerce and one-on-one consultancy services.
Participating brands like Wai Yuen Tong Medicine Company and ProFone (Hong Kong) Limited shared their experiences at a press conference. The official websites for the Mainland and ASEAN editions are available at https://hkshoppingfestival.hktdc.com/ and http://hkshoppingfestival-asean.hktdc.com. More details, including research findings and promotional videos, can be accessed at https://research.hktdc.com/en/article/MjI4MDMyMTczNA and https://bit.ly/4hzNkhD.
