Second Hong Kong Shopping Festival Drives E-commerce Growth with Over 100 Million Impressions
The successful conclusion of the second Hong Kong Shopping Festival demonstrates significant growth in cross-border e-commerce opportunities for Hong Kong SMEs, with total impressions exceeding 100 million and an 11% increase from the previous year.
The second Hong Kong Shopping Festival concluded successfully in August 2025, achieving 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 SMEs, providing mainland consumers with a month-long one-stop discount promotion.
The festival's enhanced presence on major platforms including Taobao, JD.com, and Douyin utilized comprehensive promotional strategies such as full-screen ads, keyword searches, push notifications, and lucky draws to drive traffic to event pages and associated online stores. Targeted advertising campaigns focused on high-end mainland consumers and visitors significantly boosted visibility for participating Hong Kong businesses.
Secretary for Commerce and Economic Development Algernon Yau emphasized the government's commitment to supporting enterprise expansion through multi-pronged measures including funding schemes, training, and promotional activities. HKTDC Deputy Executive Director Patrick Lau noted that 78% of mainland online consumers had purchased Hong Kong products in the past year, highlighting strong demand for authentic, high-quality Hong Kong brands.
The festival received substantial support from celebrities and over 30 mainland influencers, including Li Jiaqi and Lin Yilun, who conducted live-streaming sessions for more than 80 brands. These sessions attracted over 10 million views total, while discussions on social media platforms like Xiaohongshu surpassed 50 million views, amplifying the campaign's reach across WeChat, Weibo, and other online communities.
Participating companies reported significant business benefits. Wah Yuen Foods experienced a 50% sales increase during the event, with their Satay Beef Slices becoming best-selling items. Global Development's outdoor sportswear brand ADVT saw sales double compared to the previous year, with new online store visitors increasing tenfold. Health supplement brand Aximed Hong Kong Limited doubled its sales compared to the same period last year through customized marketing approaches including WeChat promotion and Xiaohongshu seeding.
The HKTDC's year-round E-commerce Express program will continue to support Hong Kong SMEs through capacity-building seminars, business consultations, outbound missions, and business matching services. This initiative aims to help businesses effectively connect with target consumers and capitalize on opportunities in the mainland e-commerce market, building on the momentum generated by the shopping festival's success.