The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August 1 to 20 for the Chinese Mainland market and from September 21 to 27 for the ASEAN region, marking the first time the event extends beyond Mainland China. The festival aims to help Hong Kong small and medium-sized enterprises (SMEs) expand their cross-border e-commerce business, aligning with measures outlined in the Chief Executive’s Policy Address and Budget.
The Mainland edition will feature more than 280 brands, while the ASEAN version will showcase around 100 brands, with Singapore and Malaysia as primary markets. Together, the two editions have attracted a record number of participating brands online. The theme this year is “Hong Kong Trends, Curated Finds,” covering seven major product categories: health supplements, food and beverages, personal care and cosmetics, home and living, apparel and accessories, products for the silver economy, and a newly added designer toys category. Consumers will enjoy exclusive discounts and live-streaming sales events.
Financial Secretary of the Hong Kong Special Administrative Region (HKSAR) Government, Paul Chan, filmed a promotional video for the event, 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. This year, while continuing to strengthen its presence on Mainland e-commerce platforms, the Hong Kong Shopping Festival is entering the ASEAN e-commerce market for the first time, helping Hong Kong’s brands and products reach more consumers across geographies and seize the new opportunities created by the region's thriving e-commerce sector.”
Jacky Chung, Associate Executive Director of HKTDC, said: “Hong Kong businesses have long been recognised for their quality products and trusted reputation, giving them strong competitive advantages in both the Mainland and ASEAN markets. Cross-border e-commerce is an important channel for companies seeking to expand into different markets. 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.”
According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, while another 20% plan to adopt online sales channels over the next 12 months. Bruce Pang, Director of Research of HKTDC, noted: “As the world’s largest e-commerce market, the Chinese Mainland is enjoying a sustained consumption upgrade, with robust online demand for premium, distinctive and stylish products. Meanwhile, the ASEAN e-commerce market is developing rapidly. Malaysia and Singapore are the stand-outs thanks to their relatively high purchasing power, with both ranking as regional leaders in terms of e-commerce penetration and growth momentum.”
The Mainland edition will collaborate with major e-commerce and social media platforms such as Taobao, JD.com, and Douyin, featuring 600 unique products and 30 live-streaming sessions hosted by renowned Mainland livestreamers, including those from 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 participating brands’ factories and retail stores.
For the ASEAN edition, HKTDC will cooperate with Shopee and Lazada to open special event pages showcasing around 300 featured products. A limited-time online store will support Hong Kong businesses that have yet to establish a presence on e-commerce platforms in Singapore and Malaysia, allowing them to test market response.
To help Hong Kong businesses strengthen their capabilities, HKTDC has introduced one-on-one professional consultancy services and, for the first time, the Hong Kong Export Credit Insurance Corporation (HKECIC) has joined to introduce export credit insurance and financing solutions for cross-border e-commerce with the Mainland. Since December 2025, HKTDC has also organised a series of Chinese Mainland E-commerce Training Programmes, and will roll out specialised seminars on ASEAN e-commerce.
The implications of this announcement are significant for Hong Kong businesses, as it provides a structured pathway to expand into the rapidly growing ASEAN e-commerce market, diversifying their market risks and tapping into new consumer bases. For consumers in Singapore and Malaysia, the festival offers access to quality Hong Kong products with exclusive deals. The expansion underscores the importance of cross-border e-commerce as a vital channel for SMEs to grow in an increasingly digital global economy.
