The Hong Kong Shopping Festival (Chinese Mainland), organized by the Hong Kong Trade Development Council (HKTDC) with the full support of the Government of the Hong Kong Special Administrative Region, concluded with remarkable success, generating over 115 million total views across online platforms, a 15% increase from last year. Following this achievement, the festival will expand for the first time to e-commerce platforms in Malaysia and Singapore from 21 to 27 September.
The event, themed “Hong Kong Highlights, One Click Away,” ran from 1 to 20 August on the mainland, featuring more than 280 brands and 600 products. Consumers enjoyed exclusive discounts and live-stream sales on Douyin, JD.com, and Taobao. Marketing campaigns on Xiaohongshu and WeChat enhanced Hong Kong companies' digital marketing capabilities and brand visibility, helping them capture opportunities in the mainland market. The festival also provided comprehensive support, including one-on-one professional advisory services and e-commerce training programs.
Algernon Yau, Secretary for Commerce and Economic Development of the HKSAR, noted that participating brands reported positive sales performance. He emphasized the government's continued support for Hong Kong enterprises in e-commerce through funding, training, and promotion. “This year, the Hong Kong Shopping Festival is expanding into the ASEAN region for the first time, facilitating Hong Kong enterprises to tap into another enormous e-commerce market,” Yau said.
Jacky Chung, Associate Executive Director of HKTDC, highlighted the festival's role in demonstrating the trust and quality associated with Hong Kong brands. “HKTDC has long been committed to creating diverse business platforms for Hong Kong companies. Building on its extensive promotional experience in the Mainland market, HKTDC is expanding into new markets this year,” he said. The ASEAN edition will focus on Malaysia and Singapore, laying a foundation for Hong Kong businesses to enter the region.
Key components of the mainland festival included Discount Month and live-stream e-commerce. More than 30 live-streaming sessions were arranged for around 90 brands, attracting over 10 million views. A new “Behind-the-Brand” origin-tracing live-stream series brought mainland teams to Hong Kong, offering immersive tours of factories and retail stores. Wai Yuen Tong, a health supplement brand, saw sales on its Tmall flagship store increase fivefold year-on-year during the event. Vivian Tang, Executive Director, noted that the live-streams built consumer trust and generated interest.
Social enterprise Hello Cocoa entered the mainland market for the first time, achieving over 200,000 brand impressions. Louie Lu, Founder & CEO, said they will participate in the ASEAN edition to expand further. Hung Fook Tong, a third-time participant, doubled sales after its products were featured by influencer Li Jiaqi. Audrey Poon, General Manager, attributed the success to enhanced brand image and strengthened e-commerce capabilities.
Startup Eco.babe saw insect repellent sales increase by over 50% year-on-year. Wesley Leung, Managing Director, valued the consumer feedback and sales data gathered, aiding in product optimization.
To engage younger demographics, the festival collaborated with artists Moon Lau and Kalok Chow, generating over 60 million views on social media. The debut of a designer toys category benefited brands like Natural Made, which saw a 2.5-fold increase in brand exposure and product save rates. Kenneth Lee, Marketing Lead, praised the HKTDC's training programs for providing practical insights into platform algorithms and AI tools.
The inaugural Hong Kong Shopping Festival (ASEAN) will launch this month, featuring an official website and partnerships with Shopee and Lazada. It will showcase over 350 products with exclusive offers. A limited-time online store will help Hong Kong businesses test the market. For more details, visit Hong Kong Shopping Festival (ASEAN).
