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 from September 21 to 27 for ASEAN, with Singapore and Malaysia as primary markets. The festival, themed “Hong Kong Trends, Curated Finds,” features over 280 brands in the Mainland edition and around 100 in the ASEAN edition, covering categories including health supplements, food and beverages, personal care, home and living, apparel, silver economy products, and designer toys.
This year’s event aligns with measures in the Chief Executive’s Policy Address and Budget to help Hong Kong SMEs expand cross-border e-commerce. The Financial Secretary, Paul Chan, emphasized in a promotional video that e-commerce has become vital for local and cross-boundary sales, and the government is committed to supporting digital transformation. The festival’s expansion into ASEAN aims to help Hong Kong brands reach more consumers and seize opportunities in the region’s thriving e-commerce sector.
Jacky Chung, Associate Executive Director of HKTDC, noted that 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 progress from learning to excelling in e-commerce. The extension to Singapore and Malaysia aims 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, with another 20% planning to adopt online sales channels. Bruce Pang, Director of Research, highlighted that the Chinese Mainland remains the world’s largest e-commerce market with robust demand for premium products, while ASEAN markets like Malaysia and Singapore offer high purchasing power and rapid e-commerce growth. Hong Kong businesses should leverage their reputation for quality and credibility to introduce innovative products and expand their customer base.
The Mainland edition will collaborate with platforms like Taobao, JD.com, and Douyin, featuring 600 unique products and 30 live-streaming sessions with renowned streamers including Austin Li Live and Allen Lin Live. A new “Behind-the-Brand” livestream series will take consumers on tours of factories and retail stores. The ASEAN edition will partner with Shopee and Lazada, showcasing around 300 products and introducing a limited-time online store for Hong Kong businesses new to those markets.
HKTDC will provide comprehensive support, including one-on-one consultancy services and training programmes. The Hong Kong Export Credit Insurance Corporation has joined to offer export credit insurance for Mainland cross-border e-commerce. Seminars on ASEAN e-commerce will help businesses understand regional market dynamics.
For more details, visit the official websites: Hong Kong Shopping Festival (Chinese Mainland) and Hong Kong Shopping Festival (ASEAN). Survey findings are available at Hong Kong Adopts Cross-border E-commerce.
