The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August 1 to 20 for the Chinese Mainland market and from September 21 to 27 for the ASEAN region, marking the first expansion into Southeast Asia. The event, themed “Hong Kong Trends, Curated Finds,” aims to help Hong Kong small and medium-sized enterprises (SMEs) grow their cross-border e-commerce business, aligning with measures in the Chief Executive’s Policy Address and Budget.
The Mainland edition will feature more than 280 brands, while the ASEAN version will showcase around 100 brands, together setting a record for brand participation. Categories include health supplements, food and beverages, personal care, home and living, apparel, silver economy products, and a newly added designer toys category. Consumers can access exclusive discounts and live-streaming sales events on the official website (Hong Kong Shopping Festival Mainland) and partner platforms.
Financial Secretary Paul Chan highlighted the importance of e-commerce in a promotional video: “Empowered by technology, the landscape of trade and retail is undergoing profound change. The HKSAR Government is committed to supporting local enterprises in digital transformation and expanding cross-boundary e-commerce.” He noted that the festival’s entry into ASEAN helps Hong Kong brands reach more consumers and seize new opportunities in the region’s thriving e-commerce sector.
Jacky Chung, Associate Executive Director of HKTDC, said: “Hong Kong businesses have long been recognised for quality and trusted reputation. Cross-border e-commerce is an important channel for expansion. Through the festival, HKTDC integrates training, consultancy, live-streaming, and sales opportunities to help enterprises progress from learning to excelling in e-commerce.”
According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters already engage in cross-border e-commerce, and 20% plan to adopt online sales channels within 12 months. Bruce Pang, Director of Research, noted: “The Chinese Mainland remains the world’s largest e-commerce market with sustained consumption upgrades. ASEAN markets, especially Singapore and Malaysia, offer high purchasing power and rapid e-commerce growth, presenting tremendous opportunities for Hong Kong companies.”
New initiatives include collaborations with major Mainland platforms like Taobao, JD.com, and Douyin, featuring 600 unique products. Live-stream e-commerce will involve renowned streamers from Austin Li Live, Allen Lin Live, and TVB Select Live, hosting 30 sessions. A “Behind-the-Brand” series will take consumers on virtual tours of factories and stores. The ASEAN edition will partner with Shopee and Lazada, featuring around 300 products and a limited-time online store for new merchants.
Returning participant Wai Yuen Tong and first-timer ProFone shared their e-commerce experiences at a press conference. HKTDC also offers one-on-one consultancy, training programmes, and seminars on ASEAN e-commerce. The Hong Kong Export Credit Insurance Corporation has joined to provide credit insurance and financing for cross-border e-commerce with the Mainland.
The Hong Kong Shopping Festival (ASEAN) official website is available at http://hkshoppingfestival-asean.hktdc.com. For more information, visit the HKTDC media room at https://mediaroom.hktdc.com/en.
