The third Hong Kong Shopping Festival (Chinese Mainland), organised by the Hong Kong Trade Development Council (HKTDC) with the full support of the Government of the Hong Kong Special Administrative Region, concluded successfully after receiving an enthusiastic response. The event generated more than 115 million total views across all online platforms, representing a 15% increase compared to last year. Following the success of the Chinese Mainland edition, 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.The third Hong Kong Shopping Festival concluded successfully in August 2026, generating more than 115 million total views across all online platforms.
As the flagship event of the HKTDC’s year-round E-commerce Express, the theme of the third Hong Kong Shopping Festival is “Hong Kong Highlights, One Click Away”.
The Chinese Mainland version was held from 1 to 20 August and featured more than 280 brands and 600 products. Consumers enjoyed a wide range of exclusive discounts alongside live-stream sales events on Douyin, JD.com and Taobao. A series of marketing campaigns on Xiaohongshu and WeChat further enhanced Hong Kong companies’ digital marketing capabilities and brand visibility, helping them to capture opportunities in the Chinese Mainland market. The third Hong Kong Shopping Festival also offered comprehensive support measures, including one-on-one professional advisory services and Chinese Mainland e-commerce training programmes, helping enterprises progress from learning e-commerce to excelling in e-commerce.
Algernon Yau, Secretary for Commerce and Economic Development of the HKSAR, said: “Participating brands of the Hong Kong Shopping Festival (Chinese Mainland) have 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, etc., with a view to assisting Hong Kong enterprises in strengthening their market competitiveness and seizing new opportunities brought by cross-border e-commerce. 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. I look forward to seeing the participating brands seize this opportunity to enhance their brand awareness and showcase the advantages of Hong Kong products in the region.”
Jacky Chung, Associate Executive Director of HKTDC, said: “This year’s Hong Kong Shopping Festival (Chinese Mainland) built on the momentum of the previous two years and received an enthusiastic response from consumers in the Chinese Mainland. The strong reception once again demonstrates that Hong Kong brands and products are widely associated with trust and quality. The event also helps make high-quality Hong Kong products more visible, accessible and readily available through suitable sales channels.
Jacky Chung, Associate Executive Director of HKTDC, said that this year's Hong Kong Shopping Festival received an enthusiastic response from consumers in the Chinese Mainland. The strong reception once again demonstrates that Hong Kong brands and products are widely associated with trust and quality.
HKTDC has long been committed to creating diverse business platforms for Hong Kong companies.
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