The Hong Kong Shopping Festival (Chinese Mainland), organized by the Hong Kong Trade Development Council (HKTDC) and supported by the Government of the Hong Kong Special Administrative Region, has concluded with remarkable success, generating over 115 million total views across all online platforms, a 15% increase compared to last year. Building on this momentum, the festival will expand into the ASEAN market for the first time, with the inaugural Hong Kong Shopping Festival (ASEAN) scheduled to take place from 21 to 27 September on e-commerce platforms in Malaysia and Singapore.
The third edition of the festival, held from 1 to 20 August, featured more than 280 brands and over 600 products under the theme “Hong Kong Highlights, One Click Away”. Consumers enjoyed exclusive discounts and live-stream sales events on platforms such as Douyin, JD.com, and Taobao, while Xiaohongshu and WeChat campaigns enhanced the digital marketing capabilities and brand visibility of Hong Kong companies. The event also provided comprehensive support, including one-on-one professional advisory services and Chinese Mainland e-commerce training programmes, helping enterprises progress from learning e-commerce to excelling in it.
Algernon Yau, Secretary for Commerce and Economic Development of the HKSAR, said: “Participating brands of the Hong Kong Shopping Festival (Chinese Mainland) have reported positive sales performance. The Government will continue to support Hong Kong enterprises to develop e-commerce through flexible funding support, capacity building, training and promotion assistance, etc., with a view to assisting Hong Kong enterprises in strengthening their market competitiveness and seizing new opportunities brought by cross-border e-commerce.” He added that the expansion into ASEAN facilitates Hong Kong enterprises in tapping into another enormous e-commerce market.
Jacky Chung, Associate Executive Director of HKTDC, noted: “This year’s Hong Kong Shopping Festival (Chinese Mainland) built on the momentum of the previous two years and received an enthusiastic response. The strong reception demonstrates that Hong Kong brands are associated with trust and quality. HKTDC has long been committed to creating diverse business platforms for Hong Kong companies. Building on our extensive promotional experience in the Mainland, we are expanding into new markets this year.”
Live-streaming remained a core component, with more than 30 live-streaming sessions for around 90 brands, attracting over 10 million views. Notable KOLs like Li Jiaqi and Lin Yilin, along with TVB Select and JD International, hosted sessions. A new “Behind-the-Brand” origin-tracing live-stream series brought Mainland live-streaming teams to Hong Kong, offering immersive tours of factories and retail stores. This initiative helped consumers gain deeper insights into production processes and brand stories, enhancing brand exposure and consumer confidence.
Wai Yuen Tong, a health supplement brand, saw sales on its Tmall flagship store increase by five times during the event compared to the same period last year. Vivian Tang, Executive Director of Wai Yuen Tong, credited the “Behind-the-Brand” live-streams for building trust and generating interest. Social enterprise Hello Cocoa entered the Mainland market for the first time, achieving over 200,000 brand impressions. Louie Lu, Founder & C.E.O. of Hello Cocoa, said: “Through our participation, we have successfully reached Mainland consumers and gained valuable insights into live-stream e-commerce.”
The festival also promoted deep participation among Hong Kong businesses, encouraging in-house live-streaming and content seeding. Hung Fook Tong, a three-time participant, saw sales double for its Imperatae Cane Drink and Salted Mandarin Drink after being featured by Li Jiaqi. Audrey Poon, General Manager of Hung Fook Tong, noted that the festival strengthened brand image and e-commerce capabilities. Startup Eco.babe experienced a year-on-year sales increase of over 50% for its insect repellent, with Managing Director Wesley Leung highlighting the value of consumer feedback and data for future optimization.
To engage younger demographics, the festival introduced a designer toys category, collaborating with artists Moon Lau and Kalok Chow. Topics related to the festival generated over 60 million views across Douyin, Xiaohongshu, WeChat, and Weibo, a 20% year-on-year increase. Natural Made, which entered the Mainland via last year’s event, launched its original IP “Poru-Poru” and saw a 2.5-fold increase in brand exposure and product save rates. Kenneth Lee, Marketing Lead, praised the HKTDC’s training programmes for providing practical insights into platform algorithms and AI tools.
Looking ahead, the Hong Kong Shopping Festival (ASEAN) will debut in Malaysia and Singapore this month. Multi-channel promotional campaigns will raise the profile of Hong Kong brands while providing first-hand exposure to local e-commerce operations. An official website will launch, and partnerships with Shopee and Lazada will create special campaign pages showcasing over 350 products. A limited-time online store will support businesses new to these markets, enabling them to test market response and seize new opportunities in the ASEAN region. For more details, visit the official event page: Hong Kong Shopping Festival (ASEAN).
