The Hong Kong Trade Development Council (HKTDC) successfully concluded MarketingPulse and eTailingPulse at the Hong Kong Convention and Exhibition Centre, drawing more than 1,700 industry professionals from 22 countries and regions. The events, themed "Generate New Growth," provided a comprehensive platform for exploring how fresh ideas, new technologies, and bold strategies can power the next wave of business momentum in an era of rapid digital transformation.
Sophia Chong, Executive Director of the HKTDC, emphasized that rapid advances in digital technologies are allowing e-commerce to reshape the market landscape, transforming how businesses reach consumers, transact, and scale. From AI-driven personalization to social commerce, the pace of change presents significant opportunities for businesses willing to adapt and innovate.
The conferences featured 30 thematic sessions exploring topics including growth leadership, e-commerce horizons, cutting-edge marketing dynamics, social media best practices, and PR strategies. More than 85 e-commerce pioneers, brand leaders, marketing experts, and innovative entrepreneurs from around the globe dissected the latest innovations and consumer opportunities. Industry experts consistently highlighted the importance of artificial intelligence applications, with Terry Li, Vertical General Manager of Smart Retail at Tencent, noting that "AI is redefining digital commerce, and integrating AI into enterprise architecture properly is key to success." Bruce Pan, Cross-border Industry Operations Manager of TikTok Shop US, added that competitive advantage lies in combining creative direction, product understanding, and emotional storytelling rather than simply generating content faster.
Quick commerce emerged as a significant trend, with experts discussing how today's consumers demand convenience and personalization. Patrick Zhang, Senior BD Manager of Amazon Global Selling, pointed out that the next phase of globalization will be defined by how quickly and accurately brands can understand local consumer needs and translate data insights into high-quality growth. Yatong Qiu, Vice President of Taobao & Tmall Group at Alibaba, highlighted how brands can deploy agile merchandising strategies and speed-oriented approaches to upgrade supply chains. The "Decoding the Gateway to ASEAN: Cross Border Growth and Market Entry Strategies" session provided practical guidance for enterprises eyeing ASEAN e-tailing expansion, featuring insights from speakers including Luca Barni, SVP, Commercial at Lazada Group.
As consumer markets pivot toward experience-driven models, brand leaders emphasized the growing importance of "taste" and "perception" in competitive differentiation. Pauline Brown, former Chairman of LVMH North America, delivered a presentation on "Aesthetic Intelligence," illustrating how sensory management and design thinking can elevate brand value and customer experience. She noted that "while AI enhances efficiency, consumers care about brands creating authentic sensory pleasure." Haijun Wang, Founder, CEO & Chief Experience Officer of Atour Lifestyle Holdings, shared his philosophy on weaving lifestyle experiences into brand management, demonstrating how emotional value and authentic customer advocacy are becoming crucial for sustainable growth.
The conferences also addressed the evolving relationship between brands and younger generations. JinHee Lee, Chief Operating Officer of South Korea's Olive Young, showcased how the beauty brand leverages seamless omnichannel operations and data-driven marketing strategies to build international competitiveness. Krzysztof Andrzej Kowal, Global Retail Design Director at YSL Beauty, L'Oréal Luxe, discussed transforming physical retail spaces into storytelling canvases through the integration of design, story, and emotion, emphasizing the need to maintain cohesive global identities while adapting to local cultures.
Creative social content strategies received significant attention, with sessions exploring how culturally resonant content can captivate audiences and amplify brand value. The "Threads for Consumer and Audience Engagement" dialogue featured insights from actor Ng Siu-hin and Kenie Kwok, Creative Strategy Lead at Meta, while the "Meet the celebrity dialogue series" invited actor and singer-songwriter Louis Cheung to share his creative journey. Content creator and MUSE TV founder Maya discussed disruptive social media promotional tactics, and Stephen Rogers, Group Creative Director at Droga5 from Ireland, explored the symbiotic relationship between human creativity and AI in the session "Creativity & AI: Human vs Artificial Mind."
Beyond the main forums, the events introduced "e-Commerce Connect," bringing together nearly 30 local and international exhibitors showcasing one-stop e-commerce solutions. A series of digital marketing and e-tailing workshops provided strategies for AI integration, cross-border market navigation, and brand influence elevation. The organizer curated multiple networking events and arranged more than 170 one-on-one business matchmaking sessions, fostering cross-sector collaboration and practical business development opportunities.
The events received robust support from numerous industry organizations, including the Association of Accredited Advertising Agencies of Hong Kong (HK4As), the Hong Kong Internet & Ecommerce Association, and the Hong Kong Federation of E-Commerce (HKFEC). Video on Demand access to forum highlights is available through https://marketingpulse.hktdc.com/conference/mp/en and https://etailingpulse.hktdc.com/conference/etp/en until 19 April, providing ongoing access to the wealth of insights shared during the conferences.
