The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from 1 to 20 August for the Chinese Mainland and 21 to 27 September for ASEAN, marking the first expansion into Singapore and Malaysia. The festival, part of HKTDC's E-commerce Express, aims to help Hong Kong small and medium-sized enterprises (SMEs) expand cross-border e-commerce, aligning with measures 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 Mainland edition will feature over 280 brands, while the ASEAN edition will showcase around 100 brands, with a record number of participating brands online.
Financial Secretary Paul Chan filmed a promotional video, 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." He highlighted the festival's entry into ASEAN as helping Hong Kong brands reach more consumers and seize new opportunities.
Jacky Chung, Associate Executive Director of HKTDC, 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." He noted the extension to Singapore and Malaysia aims to enhance digital marketing capabilities and brand influence.
According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, with another 20% planning to adopt online sales channels. Bruce Pang, Director of Research, said: "As the world's largest e-commerce market, the Chinese Mainland is enjoying a sustained consumption upgrade... Meanwhile, the ASEAN e-commerce market is developing rapidly. Malaysia and Singapore are stand-outs thanks to their relatively high purchasing power."
The Mainland edition will collaborate with Taobao, JD.com, and Douyin, featuring 600 unique products and 30 live-streaming sessions with renowned livestreamers including Austin Li Live, Allen Lin Live, and TVB Select (Hong Kong Premium Collection) Live. A new "Behind-the-Brand" livestream series will take consumers on immersive tours of factories and retail stores. The ASEAN edition will cooperate with Shopee and Lazada, featuring around 300 products and a limited-time online store for new merchants.
HKTDC has introduced support measures including one-on-one professional consultancy services and the Hong Kong Export Credit Insurance Corporation (HKECIC) joining to provide export credit insurance and financing solutions. Since December 2025, HKTDC has organized Chinese Mainland E-commerce Training Programmes, and will roll out specialised seminars on ASEAN e-commerce.
For more information, visit the official websites: Hong Kong Shopping Festival (Chinese Mainland) and Hong Kong Shopping Festival (ASEAN).
