The Hong Kong Shopping Festival (Chinese Mainland), organized by the Hong Kong Trade Development Council (HKTDC) with the full support of the Government of the Hong Kong Special Administrative Region, concluded successfully after receiving an enthusiastic response. The event generated more than 115 million total views across all online platforms, representing a 15% increase compared to last year.
Following the success of the Chinese Mainland edition, the Hong Kong Shopping Festival will be held, for the first time, on e-commerce platforms in Malaysia and Singapore from 21 to 27 September. This expansion into the ASEAN region marks a significant milestone for the event, which serves as the flagship initiative of the HKTDC's year-round E-commerce Express.
The third edition, themed "Hong Kong Highlights, One Click Away," took place from 1 to 20 August in the Chinese Mainland and featured more than 280 brands and 600 products. Consumers enjoyed exclusive discounts and live-stream sales events on Douyin, JD.com, and Taobao. Marketing campaigns on Xiaohongshu and WeChat further enhanced Hong Kong companies' digital marketing capabilities and brand visibility, helping them capture opportunities in the Mainland market.
Algernon Yau, Secretary for Commerce and Economic Development of the HKSAR, highlighted the event's success: "Participating brands of the Hong Kong Shopping Festival (Chinese Mainland) have reported positive sales performance." He emphasized the government's continued support for Hong Kong enterprises in developing e-commerce through funding, training, and promotional assistance, and noted that the expansion into ASEAN "facilitates Hong Kong enterprises to tap into another enormous e-commerce market."
Jacky Chung, Associate Executive Director of HKTDC, underscored the event's importance: "The strong reception once again demonstrates that Hong Kong brands and products are widely associated with trust and quality." He added that the expansion into Malaysia and Singapore will "lay a solid foundation for Hong Kong businesses seeking to enter and develop their presence in the ASEAN region."
Live-streaming was a core component, with more than 30 sessions for around 90 brands, attracting over 10 million views. A new "Behind-the-Brand" origin-tracing live-stream series took Mainland audiences on virtual tours of Hong Kong factories and stores, boosting consumer confidence. Wai Yuen Tong, a health supplement brand, saw sales on its Tmall flagship store increase by five times year-on-year after participating in these sessions.
Social enterprise Hello Cocoa, employing staff with special educational needs, entered the Mainland market for the first time and achieved over 200,000 brand impressions. Founder Louie Lu said the festival provided "valuable insights into live-stream e-commerce and cross-border sales models," and the company plans to participate in the ASEAN edition.
Established brands also benefited. Hung Fook Tong, a third-time participant, doubled its sales after products were featured by influencer Li Jiaqi. Eco.babe, a startup personal care brand, saw insect repellent sales rise over 50% year-on-year, gaining practical experience for market optimization.
The event also targeted younger demographics with a new designer toys category, collaborating with artists Moon Lau and Kalok Chow. Topics generated over 60 million views across social platforms, a 20% increase. Natural Made, which returned after entering the Mainland market last year, saw brand exposure and product save rates double on its Taobao store.
The inaugural Hong Kong Shopping Festival (ASEAN) will feature an official website and partnerships with leading e-commerce platforms Shopee and Lazada, showcasing over 350 products. A limited-time online store will allow Hong Kong businesses to test the market. The festival's expansion marks a strategic move to help Hong Kong companies diversify and strengthen their e-commerce operations regionally.
