The Hong Kong Trade Development Council (HKTDC) announced that the third Hong Kong Shopping Festival (Chinese Mainland) concluded successfully, generating more than 115 million total views across all online platforms, a 15% increase compared to last year. The event, held from 1 to 20 August, featured over 280 brands and 600 products, offering exclusive discounts and live-stream sales on Douyin, JD.com and Taobao. Marketing campaigns on Xiaohongshu and WeChat further enhanced Hong Kong companies' digital marketing capabilities and brand visibility.
Following this success, the Hong Kong Shopping Festival will be held for the first time on e-commerce platforms in Malaysia and Singapore from 21 to 27 September. This expansion into the ASEAN region marks a strategic move to help Hong Kong enterprises tap into another large e-commerce market. Algernon Yau, Secretary for Commerce and Economic Development of the HKSAR, said, 'Participating brands have reported positive sales performance. The Government will continue to support Hong Kong enterprises to develop e-commerce... This year, the festival is expanding into the ASEAN region for the first time, facilitating Hong Kong enterprises to tap into another enormous e-commerce market.'
Jacky Chung, Associate Executive Director of HKTDC, added, 'The strong reception demonstrates that Hong Kong brands are widely associated with trust and quality. Building on our experience in the Mainland, we are expanding into new markets. The Hong Kong Shopping Festival (ASEAN) will lay a solid foundation for Hong Kong businesses seeking to enter the ASEAN region.'
The Chinese Mainland edition included more than 30 live-streaming sessions for around 90 brands, attracting over 10 million views. A new 'Behind-the-Brand' origin-tracing live-stream series brought Mainland live-streaming teams to Hong Kong, offering immersive tours of factories and retail stores. This helped consumers understand production processes and brand stories, enhancing confidence. Wai Yuen Tong, a health supplement brand, saw sales on its Tmall flagship store increase five times year-on-year during the event. Vivian Tang, Executive Director, noted the live-streams allowed them to share their brand story directly with consumers, building trust.
Social enterprise Hello Cocoa entered the Mainland market for the first time, achieving over 200,000 brand impressions. Louie Lu, Founder & CEO, said, 'Through our participation with the HKTDC's Design Gallery and the Hong Kong Shopping Festival, we have successfully reached Mainland consumers and gained valuable insights.' The company will also participate in the ASEAN version.
The festival also promoted in-house live-streaming and content seeding to help brands develop their own marketing expertise. Hung Fook Tong, a beverage brand, saw sales double after two of its products were selected by influencer Li Jiaqi for a live-stream session. Audrey Poon, General Manager, highlighted the festival's support in strengthening their e-commerce capabilities.
Startup Eco.Babe participated for the first time, with sales of its insect repellent increasing by more than 50% year-on-year. Wesley Leung, Managing Director, said the event provided valuable consumer feedback and sales data.
To capture the youth market, the festival collaborated with artists Moon Lau and Kalok Chow, generating over 60 million views on social media, a 20% year-on-year increase. The debut of a designer toys category helped brands like Natural Made connect with young consumers. Kenneth Lee, Marketing Lead, credited the HKTDC's training programmes for enhancing their digital marketing skills.
The inaugural Hong Kong Shopping Festival (ASEAN) will feature a dedicated official website and cooperate with Shopee in Singapore and Lazada in Malaysia, showcasing over 350 products. A limited-time online store will support Hong Kong businesses new to these markets. The event aims to raise brand profiles and provide first-hand exposure to the local e-commerce ecosystem.
For more details, visit the official festival websites: Hong Kong Shopping Festival (ASEAN) and the HKTDC Media Room.
