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SINGAPORE, Sept. 22, 2026 /PRNewswire/ — The Hong Kong Trade Development Council (HKTDC) announced the launch of its inaugural Hong Kong Shopping Festival in Singapore, marking the first time the event has expanded into an ASEAN market.
The festival runs from 21 to 27 September 2026, spotlighting some 100 brands and more than 350 featured products from Hong Kong across Beauty & Personal Care, Fashion, Food & Supplement, Fun & Smart Living, and Senior Wellness Essentials. Singapore consumers can explore participating brands and products through Shopee, Lazada and the official Hong Kong Shopping Festival website.
Themed “Hong Kong Highlights, One Click Away”, the campaign brings the energy and variety of Hong Kong’s shopping scene closer to Singapore consumers. From familiar household names to emerging brands and new finds, it offers shoppers a fresh way to experience the breadth of Hong Kong products while reconnecting with favourites they already know and love. Participating brands include Lee Kum Kee, CATALO, Chow Tai Fook, Chow Sang Sang, Wai Yuen Tong and Chicks, alongside a wider selection of brands and products.
Singapore marks the first step into ASEAN
The Singapore launch forms part of the initiative’s first expansion into ASEAN, with Singapore and Malaysia serving as its initial target markets. Following previous editions focused on the Chinese Mainland, the move marks a new phase for the programme as HKTDC looks to connect Hong Kong businesses with new consumers and markets across the region.
Supported by the HKSAR Government, the event gives consumers a trusted way to explore a curated selection of quality Hong Kong products. Throughout the week, shoppers can enjoy limited-time discounts of up to 50%, shopping vouchers and exclusive livestream offers as they discover participating brands across various online platforms.
Mr. Leung Kwan Ho, Regional Director, Southeast Asia & South Asia, HKTDC, said, “Hong Kong has always had a strong connection with Singapore consumers, from the brands they grew up with to the new products they continue to discover. Through the Hong Kong Shopping Festival, we hope to bring that experience closer to shoppers here, giving them an easy way to rediscover familiar favourites, uncover new brands and experience the diversity of what Hong Kong has to offer today.”
Bringing the shopping experience to life
Beyond browsing, the online shopping event will feature more than 30 hours of livestream shopping content led by popular livestream hosts and influencers in Singapore and Malaysia, giving consumers a more interactive way to engage with participating brands.
Through product demonstrations, first-hand reviews and real-time interaction, viewers can get a closer look at featured products and learn more about the brands behind them, while selected livestream sessions will also feature exclusive offers.
Dedicated campaign pages on Shopee and Lazada will also bring selected products and promotions together in one place, while the official festival website will feature participating brand information, promotional offers and curated recommendations throughout the week.
The Hong Kong Shopping Festival is the flagship annual event under HKTDC’s E-Commerce Express programme, which aims to help Hong Kong companies expand their cross-border e-commerce business and reach new markets. Through collaborations with leading e-commerce platforms, livestream promotions, and integrated marketing activities, HKTDC aims to help participating businesses enhance market visibility, gain practical cross-border e-commerce experience, and explore opportunities arising from the continued growth of ASEAN’s digital economy and e-commerce market.
The Hong Kong Shopping Festival (ASEAN) runs from 21 to 27 September 2026. For more information about the event, please visit Hong Kong Shopping Festival (ASEAN).
*Editor’s Note: For high-res images, please refer to the link: https://tinyurl.com/mb8ectm4
About HKTDC
The Hong Kong Trade Development Council (HKTDC) celebrates its 60th anniversary this year. The HKTDC is a statutory body established in 1966 to promote, assist and develop Hong Kong’s trade. With over 50 offices globally, including 13 in the Chinese Mainland, the HKTDC promotes Hong Kong as a two-way global investment and business hub. The HKTDC organises international exhibitions, conferences and business missions to create business opportunities for companies, particularly small and medium-sized enterprises (SMEs), in the mainland and international markets. The HKTDC also provides up-to-date market insights and product information via research reports and digital news channels. For more information, please visit: www.hktdc.com/aboutus. Follow us on @hktdc and LinkedIn
