The second Hong Kong Shopping Festival concluded successfully in August 2025, generating over 100 million total impressions across official websites, 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 Hong Kong Special Administrative Region Government, the festival featured nearly 260 brands and over 500 products from Hong Kong small and medium-sized enterprises (SMEs), providing mainland consumers with a month-long discount promotion.
The festival's enhanced presence on major platforms including Taobao, JD.com, and Douyin utilized various promotional strategies such as full-screen ads, keyword searches, push notifications, and lucky draws to drive traffic to event pages and associated online stores. Health supplements and food and beverage products gained significant popularity during the promotional period, demonstrating mainland consumers' confidence in the credibility and quality assurance of Hong Kong products.
Secretary for Commerce and Economic Development Algernon Yau stated that the festival successfully generated notable sales and enhanced the reputation of participating Hong Kong enterprises. The government remains committed to assisting Hong Kong businesses in developing brands and expanding operations through multi-pronged support measures including funding schemes, training, and promotional activities.
HKTDC Deputy Executive Director Patrick Lau emphasized that Hong Kong SMEs are known for their high quality and authenticity, with 78% of surveyed mainland consumers having purchased Hong Kong products online in the past year. The festival successfully opened opportunities for Hong Kong brands in the mainland e-commerce market, with the HKTDC's E-commerce Express program providing year-round support for SME expansion through services accessible at HKTDC's official website.
The campaign received support from renowned artists and over 30 mainland influencers who conducted live-streaming sessions for more than 80 brands, attracting over 10 million total views. Social media discussions on platforms including Xiaohongshu surpassed 50 million views, amplifying the campaign's reach across various online communities.
Participating companies reported significant business benefits, with Wah Yuen Foods experiencing a 50% sales increase during the event and Global Development's ADVT brand achieving a twofold sales increase compared to the previous year. Several Hong Kong SMEs are now exploring the establishment of cross-border online shops to penetrate the mainland market, leveraging insights gained from the festival to refine product offerings and marketing approaches.
The E-commerce Express program continues to offer year-round services including capacity-building seminars, business consultations, outbound missions, and business matching, providing comprehensive support for Hong Kong SMEs seeking to capitalize on mainland e-commerce opportunities through platforms like JD.com and Taobao.
