The Hong Kong Trade Development Council (HKTDC) will hold the third Hong Kong Shopping Festival from August to September 2026, marking a significant expansion into the ASEAN region for the first time. The event, which previously focused on the Chinese Mainland, will now include Singapore and Malaysia as primary markets, with plans to gradually expand to other countries. This move aligns with measures outlined in the Chief Executive’s Policy Address and Budget to support Hong Kong small and medium-sized enterprises (SMEs) in growing their cross-border e-commerce business.
The Mainland edition will run from August 1 to 20, featuring over 280 brands, while the ASEAN version will take place from September 21 to 27, showcasing around 100 brands. Together, they represent a record number of participating brands online. The festival’s theme this year is “Hong Kong Trends, Curated Finds,” covering seven product categories including health supplements, food and beverages, personal care, home and living, apparel, silver economy products, and a newly added designer toys category.
Financial Secretary Paul Chan highlighted the importance of e-commerce in the evolving 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 in a promotional video for the event. “The HKSAR Government is committed to supporting local enterprises in their digital transformation and in expanding their cross-boundary e-commerce operations.”
Jacky Chung, Associate Executive Director of HKTDC, emphasized that the festival integrates training, consultancy, live-streaming, and sales opportunities to help businesses progress from learning to excelling in e-commerce. “Building on our efforts to deepen engagement into the Mainland market, we are extending the event to Singapore and Malaysia this year with the aim of enhancing Hong Kong companies’ digital marketing capabilities and brand influence,” he said.
According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, and another 20% plan to adopt online sales channels within the next year. Bruce Pang, Director of Research at HKTDC, noted that the Chinese Mainland remains the world’s largest e-commerce market with strong demand for premium products, while ASEAN markets like Malaysia and Singapore offer high purchasing power and rapid e-commerce growth. “Hong Kong businesses should make good use of their established reputation for quality, credibility, and international appeal,” he advised.
The Mainland edition will collaborate with platforms like Taobao, JD.com, and Douyin, featuring 600 unique products and 30 live-streaming sessions with renowned influencers such as 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. The ASEAN version will partner with Shopee and Lazada, offering around 300 featured products and a limited-time online store for businesses new to those markets.
HKTDC is also providing one-on-one professional consultancy services and training programs. The Hong Kong Export Credit Insurance Corporation (HKECIC) has joined for the first time to offer export credit insurance and financing solutions for cross-border e-commerce with the Mainland. For more information, visit the official websites: Hong Kong Shopping Festival (Chinese Mainland) and Hong Kong Shopping Festival (ASEAN).
