Hong Kong Shopping Festival goes regional with ASEAN launch

The Hong Kong Trade Development Council (HKTDC) has taken the Hong Kong Shopping Festival (香港好物節) to the ASEAN region for the first time, with Singapore and Malaysia as key markets.

The third Hong Kong Shopping Festival, aligned with government policy to boost small and medium-sized enterprises (SME) cross-border eCommerce, expands beyond mainland China to ASEAN for the first time, starting with Singapore and Malaysia, with more countries on the horizon.

HKTDC has cited a Q1 2026 survey finding that 46% of Hong Kong exporters are already in cross‑border eCommerce, and 20% more plan to join within a year, reflecting the sector's strong momentum.

According to Bruce Pang, director of research at HKTDC, ASEAN eCommerce is on the rise, with Malaysia and Singapore leading the region in purchasing power, penetration, and growth. He added that Hong Kong businesses should capitalise on their established credibility and cross‑border expertise to tap into these high‑potential markets, while also introducing quality overseas products to the Chinese Mainland. This strategy diversifies both revenue streams and market risks.

The Hong Kong Shopping Festival will be held from 1 to 20 August and will feature more than 280 brands, while the ASEAN version will take place from 21 to 27 September and will feature around 100 brands.

The Hong Kong Shopping Festival’s theme this year is “Hong Kong trends, curated finds” (港趣風尚 探索好物). It features seven major product categories, including 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 an array of exclusive discounts alongside livestreaming sales events, providing a one-stop platform to discover quality products from Hong Kong businesses. 

To maximise publicity, HKTDC will launch an extensive online and offline promotional campaign. This includes inviting popular influencers from Xiaohongshu, Douyin and WeChat to visit Hong Kong and participate in a seeding campaign, introducing participating Hong Kong brands and products to Mainland consumers.

Meanwhile, the inaugural Hong Kong Shopping Festival in Singapore and Malaysia will raise brand awareness through multi‑channel campaigns, while giving participating companies first‑hand exposure to local e‑commerce operations. This will deepen their understanding of the regional ecosystem and lay the groundwork for future ASEAN expansion.

The ASEAN edition will have an official website and dedicated pages on Shopee and Lazada, featuring around 300 products with exclusive offers. For Hong Kong businesses without a presence on these platforms, a limited‑time online store will allow them to list and promote products, test the market, gain practical experience and tap into ASEAN opportunities.

To help Hong Kong businesses build eCommerce capabilities in the mainland and ASEAN, HKTDC said it has provided one‑on‑one consultancy to tailor market strategies. The Hong Kong Export Credit Insurance Corporation (HKECIC) has also joined for the first time to offer export credit insurance and financing solutions for cross‑border e‑commerce with the Mainland.

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Hong Kong's financial secretary Paul Chan said: "The government will continue to pursue a multi-pronged approach, supporting the HKTDC and relevant organisations in providing more comprehensive support to local enterprises - from funding, market intelligence and industry networks to talent training - to help them open up new markets, tell the good stories of Hong Kong, and deepen the world's appreciation of the brand value of Hong Kong products."

Jacky Chung, associate executive director of HKTDC, said: “Through the Hong Kong Shopping Festival, HKTDC integrates training, professional consultancy, live-streaming promotion and practical sales opportunities to help enterprises progress from learning eCommerce to excelling in eCommerce. Building on our efforts to deepen engagement in the mainland market, we are extending the event to Singapore and Malaysia this year to enhance Hong Kong companies’ digital marketing capabilities and brand influence, strengthening the foundation for expanding into both the mainland and ASEAN markets.”

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