The Hong Kong Trade Development Council (HKTDC) has launched its inaugural Hong Kong Shopping Festival in Singapore, marking the first time the annual event has expanded into an ASEAN market.
Running from 21 to 27 September 2026, the festival brings together around 100 Hong Kong brands and more than 350 products across categories including Beauty & Personal Care, Fashion, Food & Supplement, Fun & Smart Living, and Senior Wellness Essentials.
Singapore shoppers can browse participating brands and products through Shopee, Lazada and the official Hong Kong Shopping Festival website. During the week-long event, consumers can enjoy limited-time discounts of up to 50%, shopping vouchers and exclusive livestream offers.
The Singapore launch is part of the festival’s first expansion into ASEAN, with Singapore and Malaysia identified as its initial markets. Previous editions of the programme focused on the Chinese Mainland. The expansion is intended to connect Hong Kong businesses with consumers in new markets across the region.
Supported by the HKSAR Government, the festival offers a curated selection of Hong Kong products through established e-commerce platforms. Dedicated campaign pages on Shopee and Lazada will bring selected products and promotions together, while the official festival website will provide information about participating brands, promotional offers and product recommendations.
The online event will also feature more than 30 hours of livestream shopping content hosted by livestream personalities and influencers in Singapore and Malaysia. The sessions will include product demonstrations, reviews and real-time interactions with viewers, with selected livestreams offering exclusive promotions.
The Hong Kong Shopping Festival is the flagship annual event under HKTDC’s E-Commerce Express programme, which supports Hong Kong companies seeking to expand their cross-border e-commerce businesses and enter new markets.
Through partnerships with major e-commerce platforms, livestream promotions and integrated marketing activities, the programme aims to help participating businesses increase their market visibility, gain experience in cross-border e-commerce and explore opportunities linked to the continued growth of ASEAN’s digital economy.
The Hong Kong Shopping Festival runs in Singapore from 21 to 27 September 2026.
