The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August 1 to 20 in the Chinese Mainland and from September 21 to 27 in ASEAN, marking the first expansion into Singapore and Malaysia. The event, themed “Hong Kong Trends, Curated Finds,” includes seven product categories, with a newly added designer toys category, and features live-streaming sales, exclusive discounts, and a record number of participating brands.
The Financial Secretary of the Hong Kong SAR Government, Paul Chan, emphasized the importance of e-commerce in the changing trade landscape, stating that the festival helps Hong Kong brands reach consumers across geographies. Jacky Chung, Associate Executive Director of HKTDC, highlighted that the festival integrates training, consultancy, live-streaming, and sales to help enterprises progress from learning e-commerce to excelling in it.
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. Bruce Pang, Director of Research, noted that the Chinese Mainland remains the world’s largest e-commerce market, while ASEAN markets like Malaysia and Singapore offer high purchasing power and growth potential.
The Mainland edition will collaborate with platforms such as Taobao, JD.com, and Douyin, featuring 600 unique products and 30 live-streaming sessions by renowned streamers including those from Austin Li Live and Allen Lin Live. A new “Behind-the-Brand” livestream series will take consumers on tours of factories and retail stores. The ASEAN edition will partner with Shopee and Lazada, showcasing around 300 featured products and introducing a limited-time online store for new merchants.
Returning participant Wai Yuen Tong Medicine Company and first-time participant ProFone (Hong Kong) Limited shared their e-commerce experiences at the press conference. HKTDC also offers one-on-one consultancy and training programs, and for the first time, the Hong Kong Export Credit Insurance Corporation (HKECIC) provides export credit insurance for cross-border e-commerce with the Mainland.
For more details, visit the official websites: Hong Kong Shopping Festival (Chinese Mainland) and Hong Kong Shopping Festival (ASEAN). Additional resources include the Hong Kong Exporter Survey 1Q26 and the presentation.
