Hong Kong Shopping Festival Expands to ASEAN for First Time

The Hong Kong Trade Development Council (HKTDC) is set to launch the third Hong Kong Shopping Festival, a major initiative aimed at helping Hong Kong small and medium-sized enterprises (SMEs) expand their cross-border e-commerce business. This year's festival is particularly significant as it extends into the ASEAN region for the first time, with Singapore and Malaysia as primary markets, while continuing to focus on the Chinese Mainland market. The festival aligns with measures outlined in the Chief Executive’s Policy Address and Budget, reflecting the HKSAR Government's commitment to supporting local enterprises in their digital transformation and cross-boundary e-commerce operations.

The Hong Kong Shopping Festival (Chinese Mainland) will be held from 1 to 20 August, featuring over 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. The theme for this year is “Hong Kong Trends, Curated Finds,” and it includes seven major product categories: 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. Key features include exclusive discounts, live-streaming sales events, and a new “Behind-the-Brand” livestream series that takes consumers on immersive tours of Hong Kong factories and retail stores. The festival will also leverage major e-commerce platforms such as Taobao, JD.com, and Douyin for the Mainland edition, and Shopee and Lazada for the ASEAN edition.

HKTDC's Associate Executive Director Jacky Chung emphasized that cross-border e-commerce is a vital channel for Hong Kong businesses, which are known for their quality products and trusted reputation. The festival integrates training, professional consultancy, live-streaming promotion, and practical sales opportunities to help enterprises progress from learning e-commerce to excelling in it. Additionally, the Hong Kong Export Credit Insurance Corporation (HKECIC) has joined the program to offer export credit insurance and financing solutions for cross-border e-commerce with the Mainland. 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 in the next 12 months. This initiative is crucial for Hong Kong businesses to seize opportunities in the rapidly growing e-commerce markets of Mainland China and ASEAN.