Online shoppers in Mainland China are in for a month of retail therapy as the Hong Kong Shopping Festival returns from 1 to 31 August hosted across major mainland websites.

Organised by the Hong Kong Trade Development Council (HKTDC), the campaign will feature some 260 brands across seven major categories including health supplements, food and beverages, home and living, personal care and cosmetics, apparel and accessories, smart gadgets, and products for the silver market.

Featured products range from watches, T-shirts and handbags to eye cream and curried fish balls, offering a true taste of Hong Kong creativity and lifestyle.

The highlight of the event will be product displays and demonstrations on online shopping websites including RedNote (Xiaohongshu), Douyin, Taobao, JD and others.

Online influencers will hold 35 livestream sessions introducing more than 80 unique Hong Kong products, with nearly 20 sessions streamed live from locations around Hong Kong for the first time. This immersive experience aims to boost consumer trust and offer a glimpse into the city’s charm.

As a bonus, bargain hunters will enjoy discounts of up to 75% over the month while the official website will provide event details, session schedules and information about participating brands and products to guide shoppers through the event.

Held for the first time last year, the festival aims to help Hong Kong businesses take advantage of the large customer base and traffic on mainland e-commerce platforms and boost their visibility. Last year's inaugural edition was very successful, with total views on e-commerce platforms, social media and the event's official website exceeding 90 million.

This year, the HKTDC supported SMEs to prepare for the festival by holding a series of thematic seminars beginning in late 2024. The training sessions were led by marketing experts, who shared practical insights on topics such as cross-border e-commerce, logistics, payment tools, marketing skills and livestream production.

Additionally, the HKTDC organised nearly 50 one-on-one consultations in which mainland marketing experts offered tailored e-commerce advice to companies based on the unique characteristics of their products.

The festival takes place against new consumer trends emerging in the mainland market, which are reshaping buying habits and creating tremendous opportunities for Hong Kong businesses, according to HKTDC Deputy Executive Director Patrick Lau, speaking at the launch of the festival.

He pointed out that while Hong Kong products are known for their high quality, many face challenges in entering the vast mainland market due to unfamiliarity with the local business environment and practices in the e-commerce industry. The festival’s training sessions “help businesses effectively tap into opportunities in mainland e-commerce and connect with their target customers,” he said.

In November 2024, the HKTDC released a research study showing that over 60% of surveyed Hong Kong businesses view the Mainland Chinese market as the most promising e-commerce market in the coming one to two years.

As a follow up, HKTDC Research has interviewed 2,200 mainland consumers from different regions about their online shopping behaviour and characteristics and will release the report titled Hong Kong Businesses Navigating Mainland China E-commerce Retail Market - Consumer Survey Results on 7 August.

The festival was officially launched at an opening ceremony on 30 July attended by organisers, online influencers and industry experts.