The Hong Kong Trade Development Council (HKTDC), supported by the Government of the Hong Kong Special Administrative Region (HKSAR), has concluded the third edition of the Hong Kong Shopping Festival (Chinese Mainland), which generated more than 115 million total views across online platforms, a 15% increase over the previous year. The event featured over 280 brands and 600 products. Riding on that momentum, the festival will now venture abroad for the first time, with dedicated campaigns on e-commerce platforms in Malaysia and Singapore running from September 21 to 27.

The Mainland edition took place from August 1 to 20, pairing exclusive consumer discounts with live-stream sales events on Douyin, JD.com, and Taobao. Promotional campaigns on Xiaohongshu and WeChat further amplified brand visibility for Hong Kong companies, while participants received one-on-one advisory services and e-commerce training programs aimed at strengthening their digital marketing capabilities.

Algernon Yau, Secretary for Commerce and Economic Development of the HKSAR, said participating brands reported positive sales performance. "The Government will continue to support Hong Kong enterprises to develop e-commerce through flexible funding support, capacity building, training and promotion assistance," he said. "This year, the Hong Kong Shopping 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, said the strong reception reinforced consumer confidence in Hong Kong brands. "The strong reception once again demonstrates that Hong Kong brands and products are widely associated with trust and quality," he said. "HKTDC has long been committed to creating diverse business platforms for Hong Kong companies. Building on its extensive promotional experience in the Mainland market, HKTDC is expanding into new markets this year."

Live-streaming anchored the program, with more than 30 sessions covering around 90 brands and attracting over 10 million views. Broadcasts by prominent key opinion leaders, including Li Jiaqi and Lin Yilin, headlined the lineup. A new "Behind-the-Brand" origin-tracing live-stream series also brought Mainland live-streaming teams to Hong Kong for immersive tours of factories and retail stores, designed to deepen consumer confidence and expand brand exposure.

Brands featured in that series reported sharp gains. Wai Yuen Tong, a health supplement brand, saw sales at its Tmall flagship store rise fivefold year-on-year. Executive Director Vivian Tang said the live-streams allowed the company to share its brand story and production processes directly with consumers, building trust and driving traffic to subsequent e-commerce broadcasts. Hello Cocoa, a social enterprise entering the Mainland market for the first time, achieved more than 200,000 brand impressions through live-streams and WeChat promotions, surpassing its expectations.

The festival also encouraged companies to develop in-house live-streaming and content seeding capabilities. Hung Fook Tong, a third-time participant, doubled its sales year-on-year after its products were featured by Li Jiaqi. General Manager Audrey Poon said continued participation has built consumer trust and strengthened the company's e-commerce operations. Startup Eco.babe recorded an increase of more than 50% in insect repellent sales after joining live-streaming sessions, while also gathering valuable consumer feedback.

A designer toys category made its debut this year, created in collaboration with artists Moon Lau and Kalok Chow to engage younger demographics. Festival-related topics drew over 60 million views across Douyin, Xiaohongshu, WeChat, and Weibo, up 20% year-on-year. Natural Made, which leveraged last year's event to enter the Mainland market, saw brand exposure and product save rates on Taobao rise 2.5-fold. Kenneth Lee, the company's Marketing Lead, credited the training programs with providing practical insights into platform algorithms and AI tools.

Looking ahead, the inaugural Hong Kong Shopping Festival (ASEAN) will launch in Malaysia and Singapore, presenting more than 350 products on Shopee and Lazada. A limited-time online store will allow Hong Kong businesses without an existing presence in the region to test market response, giving those companies a defined channel for evaluating interest before establishing a broader local e-commerce presence. Further details are available on the official website.