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 measures to help Hong Kong small and medium-sized enterprises (SMEs) expand their cross-border e-commerce business.
The Mainland edition will feature more than 280 brands, while the ASEAN version will showcase around 100 brands in Singapore and Malaysia, with plans to gradually expand into other ASEAN countries. Together, the two editions have attracted a record number of participating brands online. The theme this year is “Hong Kong Trends, Curated Finds,” covering 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.
Financial Secretary of the Hong Kong Special Administrative Region (HKSAR) Government, Paul Chan, has filmed a promotional video for the event, stating: “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. 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 and seize the new opportunities created by the region’s thriving e-commerce sector.”
Jacky Chung, Associate Executive Director of HKTDC, said: “Hong Kong businesses have long been recognised for their quality products and trusted reputation, giving them strong competitive advantages in both the Mainland and ASEAN markets. 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.”
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, noted: “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. Malaysia and Singapore are the stand-outs thanks to their relatively high purchasing power, with both ranking as regional leaders in terms of e-commerce penetration and growth momentum.”
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 like those from Austin Li Live, Allen Lin Live, and TVB Select (Hong Kong Premium Collection) Live. A new “Behind-the-Brand” livestream series will debut, taking Mainland livestreaming teams to Hong Kong for immersive tours of participating brands’ factories and retail stores.
For ASEAN, the festival will cooperate with Shopee and Lazada, the leading e-commerce platforms in Singapore and Malaysia, to open a special page showcasing around 300 featured products with exclusive promotional offers. A limited-time online store will also be introduced to help Hong Kong businesses that have not yet established a presence on these platforms test market response.
To support businesses, HKTDC has introduced one-on-one professional consultancy services, and 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. The event’s official websites are https://hkshoppingfestival.hktdc.com/ for the Mainland and http://hkshoppingfestival-asean.hktdc.com for ASEAN.
