Third Hong Kong Shopping Festival Expands to ASEAN for the First Time, Record Brand Participation

The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August to September 2026, aligning with the Chief Executive's Policy Address and Budget to support Hong Kong small and medium-sized enterprises in expanding cross-border e-commerce. For the first time, the event extends beyond the Chinese Mainland market to the ASEAN region, with Singapore and Malaysia as primary markets, and plans for gradual expansion into other countries.

The Chinese Mainland edition will run from 1 to 20 August, featuring more than 280 brands, while the ASEAN version will take place from 21 to 27 September, showcasing around 100 brands. Together, the two editions have attracted a record number of participating brands online. The festival, themed "Hong Kong Trends, Curated Finds," includes seven 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 Paul Chan filmed a promotional video, stating: "Empowered by technology, e-commerce has become a vital channel for both local and cross-boundary sales. The HKSAR Government is committed to supporting local enterprises in digital transformation and expanding cross-boundary e-commerce operations. This year, the Hong Kong Shopping Festival is entering the ASEAN e-commerce market for the first time, helping Hong Kong brands reach more consumers across geographies."

Jacky Chung, Associate Executive Director of HKTDC, said: "Hong Kong businesses have long been recognised for their quality products and trusted reputation. 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. We are extending the event to Singapore and Malaysia this year to enhance digital marketing capabilities and brand influence."

According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, with another 20% planning to adopt online sales channels in the next 12 months. Bruce Pang, Director of Research of HKTDC, noted: "The Chinese Mainland enjoys sustained consumption upgrade with robust online demand for premium products. The ASEAN e-commerce market is developing rapidly, with Malaysia and Singapore standing out due to high purchasing power and e-commerce penetration. Hong Kong businesses should leverage their reputation for quality and credibility, and expertise in logistics, supply chain management, and marketing to introduce high-quality products to the Mainland and expand into ASEAN."

The third Hong Kong Shopping Festival introduces new initiatives. The Mainland edition will collaborate with major e-commerce and social media platforms like Taobao, JD.com, and Douyin, featuring 600 unique products. Live-stream e-commerce remains key, with 30 live-streaming sessions by renowned streamers, including teams from Austin Li Live, Allen Lin Live, and TVB Select Live. A new "Behind-the-Brand" livestream series will take consumers on tours of Hong Kong factories and retail stores. Online and offline promotions include seeding campaigns with influencers from Xiaohongshu, Douyin, and WeChat.

For the ASEAN debut in Singapore and Malaysia, the event will cooperate with Shopee and Lazada, opening special pages showcasing around 300 featured products. A limited-time online store will help businesses test market response. HKTDC will also offer one-on-one professional consultancy services and seminars on ASEAN e-commerce. 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 organised Chinese Mainland E-commerce Training Programmes. For ASEAN, specialised seminars will provide in-depth analysis of market developments, platform operations, and digital marketing strategies. The official websites for the festival are Hong Kong Shopping Festival (Chinese Mainland) and Hong Kong Shopping Festival (ASEAN).