Second Hong Kong Shopping Festival Achieves Over 100 Million Impressions, Boosting SME E-commerce Expansion

The second Hong Kong Shopping Festival concluded successfully in August 2025, generating over 100 million total impressions across its official website, e-commerce platforms, and social media channels, representing an 11% increase compared to the previous year. Organized by the Hong Kong Trade Development Council (HKTDC) with full support from the Government of the Hong Kong Special Administrative Region, the festival featured nearly 260 brands and over 500 products from Hong Kong SMEs, offering mainland consumers a month-long one-stop discount promotion on platforms such as Taobao, JD.com, and Douyin.

This year, the HKTDC launched the E-commerce Express program, with the Hong Kong Shopping Festival serving as its flagship event. The program aims to provide year-round support for Hong Kong SMEs seeking to enter the mainland e-commerce market through initiatives like capacity-building seminars, business consultations, and outbound missions. Algernon Yau, Secretary for Commerce and Economic Development of the HKSAR Government, emphasized the festival's role in enhancing brand reputation and sales for participating enterprises, noting the government's commitment to multi-pronged support measures including funding schemes and promotional activities.

The festival leveraged various promotional strategies, including full-screen ads, keyword searches, push notifications, and lucky draws, to drive traffic to event pages and online stores. It also featured support from renowned artists and over 30 influencers from mainland China, such as Li Jiaqi and Lin Yilun, who conducted live-streaming sessions for more than 80 brands. These sessions attracted over 10 million views in total, with discussions on social media platforms like Xiaohongshu surpassing 50 million views, amplifying the campaign's reach and visibility.

Health supplements and food and beverage products were particularly popular during the festival, reflecting mainland consumers' confidence in the credibility and quality of Hong Kong products. Participating SMEs reported significant benefits; for example, Wah Yuen Foods experienced a 50% increase in sales, with its Satay Beef Slices becoming a best-selling item. Global Development's outdoor sportswear brand, ADVT, saw a twofold increase in sales and a tenfold rise in new store visitors, despite the summer typically being a slow season for windbreakers.

The success of the festival has encouraged several Hong Kong SMEs to explore establishing cross-border online shops to penetrate the mainland market. Aximed Hong Kong Limited, a health supplement brand, doubled its sales compared to the same period last year and plans to refine its product offerings and marketing approaches based on insights gained. The festival also facilitated better understanding and collaboration between mainland e-commerce professionals and Hong Kong brands, with Wei Yinghui of Meione (Shanghai) Network Technology Co. expressing interest in leveraging live-streaming platforms to promote more Hong Kong products.

The E-commerce Express program will continue to support Hong Kong SMEs through year-round services, including market news and business matching. Paul Ko of China Bencaoworld Tea highlighted how HKTDC activities have built consumer confidence in Hong Kong brands, aiding their expansion into mainland markets like Shenzhen, Shanghai, and Beijing. The festival's impact underscores the growing importance of e-commerce in bridging Hong Kong SMEs with mainland consumers, driving economic growth and cross-border trade opportunities.