The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from 1 to 20 August in the Chinese Mainland and from 21 to 27 September in Singapore and Malaysia, marking the event's first expansion into the ASEAN region. The festival aims to support Hong Kong small and medium-sized enterprises in expanding their cross-border e-commerce business, aligning with measures outlined in the Chief Executive’s Policy Address and Budget.
This year's festival, themed "Hong Kong Trends, Curated Finds," features over 280 brands in the Mainland edition and around 100 in the ASEAN edition, a record number of participating brands online. The event covers 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 can enjoy exclusive discounts and live-streaming sales events on a one-stop platform.
HKSAR Financial Secretary Paul Chan filmed a promotional video for the event, emphasizing the government's commitment to supporting local enterprises in digital transformation and cross-boundary e-commerce. "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," Chan said. He added that the government will continue to support HKTDC and relevant organizations in providing comprehensive support to local enterprises.
Jacky Chung, Associate Executive Director of HKTDC, noted that Hong Kong businesses have strong competitive advantages in both Mainland and ASEAN markets due to their quality products and trusted reputation. "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," Chung said.
According to a Q1 2026 survey 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, highlighted the opportunities in the Mainland and ASEAN markets. "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, with Malaysia and Singapore standing out due to their high purchasing power and e-commerce penetration," Pang said.
The Mainland edition will collaborate with major e-commerce platforms such as Taobao, JD.com, and Douyin, featuring 600 unique products in dedicated promotional campaigns. Live-stream e-commerce will be a key pillar, with 30 live-streaming sessions hosted by renowned Mainland livestreamers, including those from Austin Li Live and Allen Lin Live. A new "Behind-the-Brand" livestream series will take consumers on immersive tours of Hong Kong factories and retail stores.
For the ASEAN debut, the festival will cooperate with Shopee and Lazada to open special event pages showcasing around 300 featured products. A limited-time online store will be introduced to help Hong Kong businesses test market response and gain practical experience in the ASEAN market.
HKTDC has also introduced comprehensive support measures, including one-on-one professional consultancy services and training programmes. For the first time, the Hong Kong Export Credit Insurance Corporation (HKECIC) has joined to offer export credit insurance and financing solutions for cross-border e-commerce with the Mainland.
