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 time the event extends beyond the Mainland. The festival aims to align with the Chief Executive’s Policy Address and Budget to help Hong Kong small and medium-sized enterprises expand their cross-border e-commerce business. This year, the event features a record number of participating brands, with over 280 brands for the Mainland edition and around 100 for the ASEAN edition, according to the HKTDC press release.
The theme of this year’s festival is “Hong Kong Trends, Curated Finds,” and it includes seven major 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 can enjoy exclusive discounts and live-streaming sales events, providing a one-stop platform to discover quality products from Hong Kong businesses.
Financial Secretary of the Hong Kong Special Administrative Region Government, Paul Chan, filmed a promotional video for the event, emphasizing that e-commerce has become a vital channel for local and cross-boundary sales. He stated, “The HKSAR Government is committed to supporting local enterprises in their digital transformation and in expanding their cross-boundary e-commerce operations. This year, while continuing to strengthen its presence on Mainland e-commerce platforms, the Hong Kong Shopping Festival is entering the ASEAN e-commerce market for the first time, helping Hong Kong’s brands and products reach more consumers across geographies.”
Jacky Chung, Associate Executive Director of HKTDC, noted that Hong Kong businesses have strong competitive advantages in both the Mainland and ASEAN markets due to their quality products and trusted reputation. He said, “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.”
According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, and another 20% plan to adopt online sales channels in the next 12 months. Bruce Pang, Director of Research of HKTDC, highlighted that the Chinese Mainland is the world’s largest e-commerce market with robust online demand for premium products, while the ASEAN e-commerce market is developing rapidly, with Malaysia and Singapore standing out due to their high purchasing power and e-commerce penetration.
The Mainland edition will collaborate with major e-commerce platforms such as Taobao, JD.com, and Douyin, featuring 600 unique products and 30 live-streaming sessions with renowned livestreamers. A new “Behind-the-Brand” livestream series will take consumers on tours of participating brands’ factories and retail stores. The ASEAN edition will debut in Singapore and Malaysia via Shopee and Lazada, showcasing around 300 featured products and introducing a limited-time online store for Hong Kong businesses without an existing presence in those markets.
To help businesses strengthen their capabilities, HKTDC offers one-on-one professional consultancy services, export credit insurance from the Hong Kong Export Credit Insurance Corporation, and specialized seminars on ASEAN e-commerce. The festival’s official websites for the Mainland and ASEAN editions provide more details: Hong Kong Shopping Festival (Chinese Mainland) and Hong Kong Shopping Festival (ASEAN).
