The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August 1 to 20 for the Chinese Mainland and from September 21 to 27 for the ASEAN region, marking the event's first expansion into Southeast Asia. The festival, which aligns with measures in the Chief Executive’s Policy Address and Budget, aims to help Hong Kong small and medium-sized enterprises (SMEs) grow their cross-border e-commerce business.
The Mainland edition will feature more than 280 brands, while the ASEAN version will showcase around 100 brands, together setting a record for brand participation. The theme for this year is “Hong Kong Trends, Curated Finds,” covering seven product categories: health supplements, food and beverages, personal care and cosmetics, home and living, apparel and accessories, products for the silver economy, and newly added designer toys. Consumers can access exclusive discounts and live-streaming sales events.
Financial Secretary Paul Chan, who filmed a promotional video for the event, stated: “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.” He added that the government will continue to support HKTDC in providing comprehensive support to local enterprises.
Jacky Chung, Associate Executive Director of HKTDC, noted that Hong Kong businesses have strong competitive advantages due to their quality products and trusted reputation. “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,” he said.
According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, and another 20% plan to adopt online sales channels in the next 12 months. Bruce Pang, Director of Research of HKTDC, highlighted that the Chinese Mainland is the world’s largest e-commerce market with strong demand for premium products, while ASEAN markets like Malaysia and Singapore offer high purchasing power and e-commerce growth. He urged Hong Kong businesses to leverage their reputation and expertise in logistics, supply chain management, and cross-border e-commerce services to expand in both markets.
The Mainland edition will collaborate with Taobao, JD.com, and Douyin, featuring 600 unique products. Live-streaming will be a key pillar, with 30 sessions hosted by renowned livestreamers 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 tours of factories and retail stores. The ASEAN edition will debut in Singapore and Malaysia, cooperating with Shopee and Lazada to showcase around 300 products. A limited-time online store will help Hong Kong businesses test market response.
HKTDC has introduced support measures including one-on-one professional consultancy services and seminars on ASEAN e-commerce. The Hong Kong Export Credit Insurance Corporation (HKECIC) has joined to offer export credit insurance and financing for cross-border e-commerce with the Mainland. Since December 2025, HKTDC has also organized Mainland E-commerce Training Programmes.
The Hong Kong Shopping Festival (Chinese Mainland) website is https://hkshoppingfestival.hktdc.com/, and the ASEAN version is at http://hkshoppingfestival-asean.hktdc.com. More information on cross-border e-commerce trends is available in HKTDC’s research report at https://research.hktdc.com/en/article/MjI4MDMyMTczNA.
