Hong Kong Shopping Festival Expands to ASEAN After Mainland Success

The Hong Kong Shopping Festival (Chinese Mainland), organized by the Hong Kong Trade Development Council (HKTDC), concluded with remarkable success, generating over 115 million total views across online platforms—a 15% increase from last year. The event, held from August 1 to 20, featured more than 280 brands and 600 products, offering exclusive discounts and live-stream sales on Douyin, JD.com, and Taobao. Marketing campaigns on Xiaohongshu and WeChat boosted brand visibility and digital marketing capabilities for Hong Kong companies. Following this success, the festival will expand for the first time into the ASEAN region, running from September 21 to 27 on e-commerce platforms in Malaysia and Singapore.

The expansion underscores the growing importance of cross-border e-commerce for Hong Kong businesses. Algernon Yau, Secretary for Commerce and Economic Development of the HKSAR, noted that participating brands reported positive sales performance, and the government will continue to support enterprises through flexible funding and training. Jacky Chung, Associate Executive Director of HKTDC, emphasized that the festival helps make Hong Kong products more visible and accessible, and the ASEAN edition will lay a foundation for businesses entering that market.

Key to the festival's success were diverse e-commerce promotions, including live-streaming sessions with renowned KOLs like Li Jiaqi and Lin Yilin. Over 30 live-streams attracted more than 10 million views. A new “Behind-the-Brand” origin-tracing series took mainland live-stream teams to Hong Kong factories and stores, enhancing consumer trust. Wai Yuen Tong, a health supplement brand, saw sales on its Tmall flagship store increase fivefold year-on-year during the event. Hello Cocoa, a social enterprise employing staff with special educational needs, entered the mainland market for the first time and achieved over 200,000 brand impressions.

The festival also encouraged businesses to develop their own e-commerce expertise. Hung Fook Tong, a third-time participant, doubled sales after its products were featured by Li Jiaqi. Eco.babe, a startup personal care brand, saw insect repellent sales rise over 50% year-on-year. The event introduced a designer toys category to engage younger demographics, collaborating with artists Moon Lau and Kalok Chow, generating over 60 million views on social media—a 20% increase. Natural Made, which entered the mainland last year, returned with its original IP “Poru-Poru” and saw a 2.5-fold increase in brand exposure and product save rates on Taobao.

The inaugural Hong Kong Shopping Festival (ASEAN) will launch this month, partnering with Shopee in Singapore and Lazada in Malaysia. Over 350 products will be featured with exclusive offers. An official website and a limited-time online store will support Hong Kong businesses without existing e-commerce presence in the region, allowing them to test market response. This expansion aims to strengthen the foundation for Hong Kong brands to grow across ASEAN.

For more details, visit the Hong Kong Shopping Festival (ASEAN) website.