The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August to September 2026, expanding into the ASEAN region for the first time. This initiative aligns with measures outlined in the Chief Executive’s Policy Address and Budget to assist Hong Kong SMEs in expanding cross-border e-commerce. After focusing on the Chinese Mainland market for two years, the event will now include Singapore and Malaysia as primary markets, with plans to gradually expand into other ASEAN countries.
The Hong Kong Shopping Festival (Chinese Mainland) will run from 1 to 20 August, featuring over 280 brands, while the ASEAN version will take place from 21 to 27 September, showcasing around 100 brands. Together, they have attracted a record number of participating brands online. The festival’s theme is “Hong Kong Trends, Curated Finds,” covering seven product categories, including health supplements, food and beverages, personal care and cosmetics, home and living, apparel and accessories, silver economy products, and a newly added designer toys category. Consumers will enjoy exclusive discounts and live-streaming sales events.
Financial Secretary Paul Chan highlighted the importance of e-commerce in the changing trade landscape. “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,” he said. “The HKSAR Government is committed to supporting local enterprises in their digital transformation. This year, the Hong Kong Shopping Festival is entering the ASEAN e-commerce market for the first time, helping Hong Kong’s brands reach more consumers across geographies.”
Jacky Chung, Associate Executive Director of HKTDC, noted that Hong Kong businesses have strong competitive advantages due to 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,” he said. The event aims to enhance digital marketing capabilities and brand influence in both Mainland and ASEAN markets.
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, emphasized the opportunities in the Chinese Mainland and ASEAN markets. “The Chinese Mainland is enjoying a sustained consumption upgrade with robust online demand for premium products. Meanwhile, the ASEAN e-commerce market is developing rapidly, with Malaysia and Singapore leading in purchasing power and e-commerce penetration,” he said. “Hong Kong businesses should leverage their reputation for quality and credibility, and their expertise in logistics and cross-border e-commerce services.”
This year’s festival introduces several new initiatives. The Mainland edition will collaborate with major e-commerce platforms like Taobao, JD.com, and Douyin, featuring 600 unique products. Live-stream e-commerce remains a key pillar, with 30 sessions hosted by renowned livestreamers, including those from Austin Li Live and Allen Lin Live. A new “Behind-the-Brand” livestream series will take consumers on virtual tours of factories and retail stores. For the ASEAN debut, the festival will cooperate with Shopee and Lazada, launching a limited-time online store for Hong Kong businesses without existing platform presence.
HKTDC has also introduced comprehensive support measures, including one-on-one professional consultancy services and e-commerce training programs. The Hong Kong Export Credit Insurance Corporation has joined to provide export credit insurance and financing solutions for cross-border e-commerce. Specialized seminars on ASEAN e-commerce will help businesses understand regional market dynamics. The official websites for the festival are available at https://hkshoppingfestival.hktdc.com/ (Chinese Mainland) and http://hkshoppingfestival-asean.hktdc.com (ASEAN).
