The Hong Kong Trade Development Council (HKTDC) announced the third Hong Kong Shopping Festival, which will extend to the ASEAN region for the first time, with Singapore and Malaysia as primary markets. The event aligns with measures in the Chief Executive's Policy Address and Budget to support Hong Kong small and medium-sized enterprises (SMEs) in expanding cross-border e-commerce. The Chinese Mainland edition 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.
As the flagship event of HKTDC's E-commerce Express, the festival's theme is "Hong Kong Trends, Curated Finds" and includes seven 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. Consumers will enjoy exclusive discounts and live-streaming sales events. Financial Secretary Paul Chan filmed a promotional video, stating that the HKSAR Government supports local enterprises in digital transformation and cross-boundary e-commerce. He noted that the festival is entering the ASEAN e-commerce market for the first time, helping Hong Kong brands reach more consumers.
Jacky Chung, Associate Executive Director of HKTDC, emphasized that Hong Kong businesses have strong competitive advantages due to their quality products and trusted reputation. Through the festival, HKTDC integrates training, professional consultancy, live-streaming promotion, and sales opportunities to help enterprises excel in e-commerce. Bruce Pang, Director of Research of HKTDC, highlighted that the Chinese Mainland remains the world's largest e-commerce market with sustained consumption upgrades, while ASEAN markets like Malaysia and Singapore show rapid development with high purchasing power. He advised Hong Kong businesses to leverage their reputation for quality and credibility.
The Mainland edition will collaborate with platforms like Taobao, JD.com, and Douyin, featuring 600 unique products and 30 live-streaming sessions with renowned livestreamers such as Austin Li Live and Allen Lin Live. A new "Behind-the-Brand" livestream series will offer immersive tours of factories and retail stores. The ASEAN edition will partner with Shopee and Lazada, showcasing around 300 products, and introduce a limited-time online store for businesses new to the platforms. HKTDC will also provide one-on-one professional consultancy services and training programs to help Hong Kong businesses navigate both markets. The Hong Kong Export Credit Insurance Corporation has joined to offer export credit insurance for cross-border e-commerce with the Mainland.
For more information, visit the Hong Kong Shopping Festival (Chinese Mainland) page at https://hkshoppingfestival.hktdc.com/ and the ASEAN page at http://hkshoppingfestival-asean.hktdc.com. The HKTDC Research report on cross-border e-commerce can be accessed at https://research.hktdc.com/en/article/MjI4MDMyMTczNA.
