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, marking the first expansion into Singapore and Malaysia. The event aligns with measures outlined in the Chief Executive’s Policy Address and Budget to help Hong Kong small and medium-sized enterprises (SMEs) expand their cross-border e-commerce business. This year, the festival features over 280 brands for the Mainland edition and around 100 brands for the ASEAN edition, a record number of participating brands online.
The theme is “Hong Kong Trends, Curated Finds,” covering seven product categories: health supplements, food and beverages, personal care and cosmetics, home and living, apparel and accessories, products for the silver economy, and a new designer toys category. Consumers will enjoy exclusive discounts and live-streaming sales events. The Financial Secretary of the Hong Kong Special Administrative Region (HKSAR) Government, Paul Chan, filmed a promotional video, stating that the government supports local enterprises in digital transformation and cross-boundary e-commerce expansion.
Jacky Chung, Associate Executive Director of HKTDC, said that through the 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 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 within the next 12 months.
Bruce Pang, Director of Research of HKTDC, noted that the Chinese Mainland remains the world’s largest e-commerce market with robust online 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, as well as expertise in logistics and supply chain management, to expand into these markets.
The Mainland edition will collaborate with platforms like Taobao, JD.com, and Douyin, featuring 600 unique products. Live-stream e-commerce will include 30 sessions with renowned streamers from Austin Li Live, Allen Lin Live, and TVB Select, plus a new “Behind-the-Brand” series. The ASEAN edition will partner with Shopee and Lazada, showcasing around 300 featured products, and will introduce a limited-time online store for Hong Kong businesses new to these platforms.
HKTDC will offer one-on-one professional consultancy services and, for the first time, the Hong Kong Export Credit Insurance Corporation (HKECIC) will join to provide 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, and will now add specialized seminars on ASEAN e-commerce to 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).
