The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival to align 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. Having focused on the Chinese Mainland market over the past two years, the event will extend to the ASEAN region for the first time, with Singapore and Malaysia as primary markets with plans to gradually expand into other countries in the future.
The Hong Kong Shopping Festival (Chinese Mainland) will be held from 1 to 20 August and feature more than 280 brands, while the ASEAN version will take place from 21 to 27 September, showcasing around 100 brands. Together, the two editions have attracted a record number of participating brands online. As the flagship event of HKTDC’s E-commerce Express, the festival’s theme this year is “Hong Kong Trends, Curated Finds” and features seven major product categories, including 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 a wide range of exclusive discounts alongside live-streaming sales events.
The Financial Secretary of the Hong Kong Special Administrative Region (HKSAR) Government, Paul Chan, has once again filmed a promotional video for the event. He said: "Empowered by technology, the landscape of trade and retail is undergoing profound change, and e-commerce has become a vital channel for both local and cross-boundary sales. The HKSAR Government is committed to supporting local enterprises in their digital transformation and in expanding their cross-boundary e-commerce operations. This year, while continuing to strengthen its presence on Mainland e-commerce platforms, the Hong Kong Shopping Festival is entering the ASEAN e-commerce market for the first time, helping Hong Kong’s brands and products reach more consumers across geographies and seize the new opportunities created by the region's thriving e-commerce sector."
Jacky Chung, Associate Executive Director of HKTDC, said: "Hong Kong businesses have long been recognized for their quality products and trusted reputation, giving them strong competitive advantages in both the Mainland and ASEAN markets. Cross-border e-commerce is an important channel for companies seeking to expand into different markets. Through the Hong Kong Shopping Festival, HKTDC integrates training, professional consultancy, live-streaming promotion and practical sales opportunities to help enterprises progress from learning e-commerce to excelling in e-commerce."
According to a Q1 2026 survey conducted by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, while another 20% plan to adopt online sales channels over the next 12 months. Bruce Pang, Director of Research of HKTDC, said: "As the world’s largest e-commerce market, the Chinese Mainland is enjoying a sustained consumption upgrade, with robust online demand for premium, distinctive and stylish products. Meanwhile, the ASEAN e-commerce market is developing rapidly. Malaysia and Singapore are the stand-outs thanks to their relatively high purchasing power, with both ranking as regional leaders in terms of e-commerce penetration and growth momentum."
Building on previous editions, the third Hong Kong Shopping Festival will introduce new initiatives. The Mainland edition will kick off in August in collaboration with major e-commerce and social media platforms, featuring 600 unique products. Traffic-driving promotions will be rolled out across Taobao, JD.com and Douyin. Live-stream e-commerce will remain a key pillar, with renowned Mainland livestreamers hosting 30 sessions. A new “Behind-the-Brand” livestream series will debut, taking consumers on tours of participating brands’ factories and retail stores. To maximize publicity, HKTDC will launch online and offline campaigns, including influencers from Xiaohongshu, Douyin and WeChat.
The festival will make its debut in Singapore and Malaysia this September. An official website will be launched for the ASEAN version, while cooperating with Shopee and Lazada to open a special page showcasing around 300 featured products. To support Hong Kong businesses new to these platforms, the event will introduce a limited-time online store, enabling companies to test market response and seize new opportunities.
At today’s press conference, representatives from participating brands shared their experiences. Vivian Tang, Executive Director of Wai Yuen Tong Medicine Company Limited, spoke about e-commerce strategies developed through previous editions. Edmond Yung, Managing Director of ProFone (Hong Kong) Limited, shared the company’s ambitions to expand into the Mainland and ASEAN markets. To help businesses strengthen capabilities, HKTDC has introduced support measures including one-on-one professional consultancy services and specialized seminars on ASEAN e-commerce. The Hong Kong Export Credit Insurance Corporation has also joined to introduce export credit insurance solutions for cross-border e-commerce.
The Hong Kong Shopping Festival (Chinese Mainland) website is available at https://hkshoppingfestival.hktdc.com/ and the ASEAN version at http://hkshoppingfestival-asean.hktdc.com.
