The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August 1 to 20 for the Chinese Mainland edition and September 21 to 27 for the ASEAN edition, marking the first expansion into Singapore and Malaysia. The event 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 theme is "Hong Kong Trends, Curated Finds," featuring seven product categories including health supplements, food and beverages, personal care and cosmetics, home and living, apparel and accessories, silver economy products, and a newly added designer toys category. The festival has attracted a record number of participating brands online, with over 280 brands in the Mainland edition and around 100 in the ASEAN edition.
Financial Secretary Paul Chan filmed a promotional video for the event, emphasizing the government's commitment to supporting digital transformation and cross-boundary e-commerce. He stated that the festival helps Hong Kong brands reach more consumers across geographies and seize opportunities in the thriving e-commerce sector.
Jacky Chung, Associate Executive Director of HKTDC, highlighted that the festival integrates training, professional consultancy, live-streaming promotion, and practical sales opportunities to help enterprises excel in e-commerce. Bruce Pang, Director of Research, noted that 46% of Hong Kong exporters are already engaged in cross-border e-commerce, with another 20% planning to adopt online sales channels.
The Mainland edition will collaborate with major e-commerce platforms like Taobao, JD.com, and Douyin, featuring 600 unique products and 30 live-streaming sessions with renowned livestreamers, including those from Austin Li Live and TVB Select. A new "Behind-the-Brand" livestream series will offer immersive tours of factories and retail stores.
For the ASEAN debut, the festival will partner with Shopee and Lazada, showcasing around 300 featured products and offering a limited-time online store for Hong Kong businesses new to these markets. HKTDC will also provide one-on-one professional consultancy services and specialized seminars on ASEAN e-commerce.
The Hong Kong Export Credit Insurance Corporation has joined to offer 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 roll out similar value-added services focusing on ASEAN.
For more information, visit the official websites: Hong Kong Shopping Festival (Chinese Mainland) and Hong Kong Shopping Festival (ASEAN).
