The Second Hong Kong Shopping Festival concluded successfully in August 2025, generating over 100 million total impressions across official websites, e-commerce platforms, and social media channels, representing an 11% increase compared to the previous year. Organized by the Hong Kong Trade Development Council with full support from the Hong Kong Special Administrative Region Government, the festival featured nearly 260 brands and over 500 products from Hong Kong SMEs, offering mainland consumers a month-long discount promotion through enhanced event pages on platforms including Taobao, JD.com, and Douyin.
The festival's significance lies in its role as the flagship event of the newly launched E-commerce Express program, which provides year-round support for Hong Kong SMEs seeking to enter the mainland e-commerce market. According to HKTDC Deputy Executive Director Patrick Lau, 78% of mainland online consumers surveyed had purchased Hong Kong products in the past year, indicating strong demand for authentic, high-quality Hong Kong brands. The festival employed comprehensive promotional strategies including full-screen ads, keyword searches, push notifications, and lucky draws to drive traffic to participating online stores.
Live-streaming sessions featuring renowned artists and over 30 mainland influencers, including Li Jiaqi and Lin Yilun, attracted over 10 million views total, with several sessions conducted in Hong Kong for the first time. Social media discussions on platforms like Douyin and Xiaohongshu surpassed 50 million views, extending to WeChat and Weibo communities. Health supplements and food and beverage products gained significant popularity, reflecting mainland consumer confidence in Hong Kong product quality and credibility.
Participating companies reported substantial business benefits. Wah Yuen Foods experienced a 50% sales increase during the event, with their Satay Beef Slices becoming best-selling items. Global Development's outdoor sportswear brand ADVT saw sales double compared to last year despite seasonal challenges, generating RMB 400,000 across nearly 10 live-streaming sessions. The festival also facilitated cross-border e-commerce development, with companies like Aximed Hong Kong Limited doubling sales compared to the same period last year through customized marketing approaches.
The E-commerce Express program will continue organizing initiatives including capacity-building seminars, business consultations, outbound missions, and business matching services to help Hong Kong SMEs capitalize on mainland e-commerce opportunities. Secretary for Commerce and Economic Development Algernon Yau emphasized the government's commitment to supporting enterprise expansion through multi-pronged measures including funding schemes, training, and promotional activities.
