Shoppers have flocked to the Hong Kong Shopping Festival, organised by the Hong Kong Trade Development Council (HKTDC) and supported by the Hong Kong Special Administrative Region (HKSAR) Government, generating over 100 million impressions across the official website, e-commerce platforms and social media channels — up 11% compared to last year’s inaugural event.
Throughout August, nearly 260 brands showcased over 500 products on major mainland online retailing platforms such as Taobao, JD.com and Douyin offering a seamless shopping experience with exclusive discounts and offers.
A mix of online and offline advertising, keyword search campaigns, push notifications and lucky draws drove traffic to the homepage and online stores.
Shoppers were also attracted by the busy schedule of livestreamed product demonstrations and discussions hosted by over 30 influencers — some broadcasting from Hong Kong locations for the first time. The sessions frequently trended across social media, with several best-selling items ranked in the top five most-viewed products in categories such as snacks and nuts, health supplements and outdoor footwear and apparel.
The campaign generated substantial buzz on social media, with discussions on platforms like Douyin and RedNote (Xiaohongshu) surpassing 50 million views. The chatter continued across WeChat, Weibo and other online communities, amplifying the promotion’s reach.
Food and apparel grow sales
Food, beverages and health products were particularly popular, demonstrating the confidence consumers have in the quality of the city’s goods.
Wah Yuen Foods — a long-established snack manufacturer — took part in the campaign for a second time and recorded a 50% increase in sales of its best-selling Satay Beef Slices. Director Brian But said the festival had significantly boosted his confidence and he hopes to launch more new items, leveraging e-commerce to create "hit products."
Apparel company Global Development also achieved good results with its trendy outdoor sportswear brand ADVT generating RMB 400,000 in sales across nearly 10 live-streaming sessions — a twofold increase over last year. Staff credited the HKTDC’s pre-festival support for offering valuable guidance and helping shape a clear strategy, positioning the company up for continued growth.
Bolstered by the campaign’s success, several SMEs are exploring online storefronts to penetrate the mainland market. Health supplement brand Aximed doubled its sales compared to the same period last year through customised marketing including livestreaming, WeChat promotion and peer-to-peer recommendations on RedNote. The brand intends to use insights from this experience to refine its product offerings and sharpen its marketing approach, aiming to further expand its presence across the mainland.
Commenting on the attractiveness of the city’s wares, HKTDC Deputy Executive Director Patrick Lau noted: “Brands owned by Hong Kong SMEs are known for their high quality and authenticity. There is strong demand for Hong Kong products among online consumers in the mainland. A recent survey by the HKTDC revealed that 78% of respondents had purchased Hong Kong products online in the past year.”
Beyond the Festival, HKTDC’s E-commerce Express provides a suite of year-round services to help SMEs seize opportunities in online retailing. These include capacity-building seminars, business consultations, outbound missions, business matching, market intelligence and more.
Such efforts are already yielding tangible results. Bencaoworld Tea, which took part in a business delegation to Shenzhen under E-Commerce Express, has since established an office there and plans to increase investment in online stores and social media platforms.
General Manager Paul Ko said: "Through the activities and reports provided by the HKTDC, we have seen the confidence and recognition that mainland consumers have in Hong Kong brands. This has laid a solid foundation for our expansion into the market."