Hong Kong Shopping Festival Boosts SME Sales with 100M+ Impressions

The second Hong Kong Shopping Festival, organized by the Hong Kong Trade Development Council (HKTDC) with full support from the Hong Kong Special Administrative Region Government, concluded successfully in August 2025 with remarkable results. The festival generated over 100 million total impressions across official websites, e-commerce platforms, and social media channels, representing an 11% increase from the previous year. Featuring nearly 260 Hong Kong brands and over 500 products on major platforms including Taobao, JD.com, and Douyin, the month-long event provided mainland consumers with exclusive discounts and a comprehensive shopping experience. Key figures such as Algernon Yau, Secretary for Commerce and Economic Development, and Patrick Lau, Deputy Executive Director of HKTDC, emphasized the festival's success in boosting sales and enhancing brand reputation for Hong Kong SMEs.

The campaign employed sophisticated promotional strategies including full-screen ads, keyword searches, push notifications, and lucky draws to drive traffic to participating online stores. Celebrity endorsements from artists like Samantha Ko, Grace Chan, Kenneth Ma, and Sisley Choi, along with over 30 mainland influencers including top streamer Li Jiaqi, generated massive engagement with live-streaming sessions attracting over 10 million views. Social media buzz on platforms like Douyin and Xiaohongshu exceeded 50 million views, spreading further across WeChat and Weibo. Participating companies reported significant success stories: Wah Yuen Foods saw a 50% sales increase with their Satay Beef Slices becoming best-sellers, while Global Development's ADVT brand experienced a twofold sales increase despite being in the off-season for windbreakers.

The HKTDC's newly launched E-commerce Express program, with the Hong Kong Shopping Festival as its flagship event, provides year-round support for Hong Kong SMEs expanding into the mainland market. The program offers capacity-building seminars, business consultations, outbound missions, and market intelligence services. Several participating SMEs, including Aximed Hong Kong Limited and China Bencaoworld Tea, reported doubling their sales and are now planning to establish cross-border online shops in mainland China. The initiative has successfully created new collaboration opportunities between Hong Kong brands and mainland e-commerce professionals, with companies like Meione Network Technology expressing interest in featuring more Hong Kong products through their live-streaming platforms.