The third Hong Kong Shopping Festival (Chinese Mainland), organized by the Hong Kong Trade Development Council (HKTDC) with support from the Government of the Hong Kong Special Administrative Region, concluded with remarkable success. The event generated over 115 million total views across online platforms, a 15% increase from last year. Building on this momentum, the festival will be held for the first time on e-commerce platforms in Malaysia and Singapore from September 21 to 27.
The festival, themed “Hong Kong Highlights, One Click Away,” took place from August 1 to 20 and featured over 280 brands and 600 products. Consumers enjoyed exclusive discounts and live-stream sales on platforms such as Douyin, JD.com, and Taobao. Marketing campaigns on Xiaohongshu and WeChat further boosted the digital marketing capabilities and brand visibility of Hong Kong companies, helping them capture opportunities in the mainland market. The event also provided comprehensive support, including one-on-one advisory services and e-commerce training programs.
Algernon Yau, Secretary for Commerce and Economic Development of the HKSAR, noted that participating brands reported positive sales performance. The government will continue to support enterprises through flexible funding, capacity building, and training. He added that the festival's expansion into ASEAN marks a significant step, facilitating Hong Kong enterprises to tap into another vast e-commerce market.
Jacky Chung, Associate Executive Director of HKTDC, emphasized that the festival's success reinforces the association of Hong Kong brands with trust and quality. He stated, “HKTDC has long been committed to creating diverse business platforms for Hong Kong companies. Building on its extensive promotional experience in the Mainland market, HKTDC is expanding into new markets this year. The Hong Kong Shopping Festival (ASEAN) will focus on Malaysia and Singapore.”
Live-streaming remained a core component of the festival, with over 30 sessions attracting more than 10 million views. A new “Behind-the-Brand” origin-tracing series brought mainland live-streaming teams to Hong Kong, offering immersive tours of factories and retail stores. This approach enhanced consumer understanding and trust in Hong Kong brands. Wai Yuen Tong, a participating brand, saw sales on its Tmall flagship store increase fivefold compared to the same period last year. Vivian Tang, Executive Director, highlighted the value of these sessions in building trust and generating interest.
Social enterprise Hello Cocoa, which entered the mainland market for the first time, achieved over 200,000 brand impressions through the festival. Founder Louie Lu expressed plans to participate in the ASEAN edition to further expand cross-border e-commerce presence.
The festival also encouraged deep participation among businesses, fostering in-house live-streaming and content seeding. Hung Fook Tong, a third-time participant, doubled its sales year-on-year, with products featured by influencer Li Jiaqi. Audrey Poon, General Manager, credited the festival for strengthening brand image and e-commerce capabilities.
Startup Eco.babe saw a 50% increase in insect repellent sales after participating in live-streaming sessions. Wesley Leung, Managing Director, noted the valuable consumer feedback and data gathered, which will inform future strategies.
The festival also targeted younger demographics through collaborations with artists Moon Lau and Kalok Chow, generating over 60 million views across social media platforms. The debut of a designer toys category opened doors for brands like Natural Made, which saw a 2.5-fold increase in brand exposure and product save rates. Kenneth Lee, Marketing Lead, praised the HKTDC's training programs for providing practical insights into platform algorithms and AI tools.
Looking ahead, the inaugural Hong Kong Shopping Festival (ASEAN) will launch in September, featuring partnerships with Shopee in Singapore and Lazada in Malaysia. An official website and a limited-time online store will support Hong Kong businesses in testing market response and gaining practical experience. The expansion into ASEAN represents a strategic move to help Hong Kong enterprises diversify and grow in the region's dynamic e-commerce landscape. For more details, visit the Hong Kong Shopping Festival (ASEAN) website.
