The Hong Kong Trade Development Council (HKTDC) will stage the third Hong Kong Shopping Festival from August 1 to 20 for the Chinese Mainland market and from September 21 to 27 for the ASEAN region, marking the first time the event will extend beyond the Mainland. The festival is designed to align with the Chief Executive’s Policy Address and Budget measures aimed at helping Hong Kong small and medium-sized enterprises (SMEs) expand their cross-border e-commerce business, reflecting how online retail has become a practical route for firms seeking to reach customers outside their home market.

The Mainland edition will feature more than 280 brands, while the ASEAN version will showcase about 100 brands in Singapore and Malaysia, with plans to gradually expand into other ASEAN countries. Together, the two editions have attracted a record number of participating brands online. This year’s theme is “Hong Kong Trends, Curated Finds,” and it covers seven major product categories: 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.

Financial Secretary of the Hong Kong Special Administrative Region (HKSAR) Government Paul Chan has filmed a promotional video for the event. In the video, he said: “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. The HKSAR Government is committed to supporting local enterprises in their digital transformation and in expanding their cross-boundary e-commerce operations. This year, while continuing to strengthen its presence on Mainland e-commerce platforms, the Hong Kong Shopping Festival is entering the ASEAN e-commerce market for the first time, helping Hong Kong’s brands and products reach more consumers across geographies and seize the new opportunities created by the region’s thriving e-commerce sector.”

Jacky Chung, Associate Executive Director of HKTDC, said: “Hong Kong businesses have long been recognised for their quality products and trusted reputation, giving them strong competitive advantages in both the Mainland and ASEAN markets. Cross-border e-commerce is an important channel for companies seeking to expand into different markets. Through the Hong Kong Shopping Festival, HKTDC integrates training, professional consultancy, live-streaming promotion and practical sales opportunities to help enterprises progress from learning e-commerce to excelling in e-commerce.”

According to a Q1 2026 survey by HKTDC Research, 46% of Hong Kong exporters are already engaged in cross-border e-commerce, while another 20% plan to adopt online sales channels over the next 12 months. Bruce Pang, Director of Research at HKTDC, said: “As the world’s largest e-commerce market, the Chinese Mainland is enjoying a sustained consumption upgrade, with robust online demand for premium, distinctive and stylish products. Meanwhile, the ASEAN e-commerce market is developing rapidly. Malaysia and Singapore are the stand-outs thanks to their relatively high purchasing power, with both ranking as regional leaders in terms of e-commerce penetration and growth momentum.”

The Mainland edition will work with major e-commerce platforms including Taobao, JD.com, and Douyin. It will feature 600 unique products and 30 live-streaming sessions with livestreamers including those from Austin Li Live, Allen Lin Live, and TVB Select (Hong Kong Premium Collection) Live. A new “Behind-the-Brand” livestream series will also debut, bringing Mainland livestreaming teams to Hong Kong for tours of participating brands’ factories and retail stores.

For ASEAN, the festival will cooperate with Shopee and Lazada, the leading e-commerce platforms in Singapore and Malaysia, to launch a special page featuring around 300 selected products with exclusive promotional offers. A limited-time online store will also be introduced to help Hong Kong businesses that have not yet established a presence on these platforms test market response.

To support participating companies, HKTDC has introduced one-on-one professional consultancy services, while the Hong Kong Export Credit Insurance Corporation (HKECIC) has joined to offer export credit insurance and financing solutions for cross-border e-commerce with the Mainland. The official websites are for the Mainland and for ASEAN.