The Hong Kong Trade Development Council will take its Hong Kong Goodies Festival to Singapore and Malaysia for the first time from 21 to 27 September 2026, opening a new e-commerce channel for Hong Kong brands in Asean markets. The event is supported by the Hong Kong Special Administrative Region Government.
The Asean edition will establish dedicated event hubs on Shopee and Lazada, showcasing more than 350 products and offering exclusive promotions. It will also include an official website and a limited-time online shop.
Secretary for Commerce and Economic Development Algernon Yau said the expansion was intended to help Hong Kong companies develop their e-commerce business and raise brand awareness in Asean markets, according to Ming Pao.
The launch follows the third mainland China edition, held from 1 to 20 August under the theme “Hong Kong Style, Discover Goodies”. Organised by the Trade Development Council, it brought together more than 280 brands and 600 products, with discounts and livestream sales on Douyin, JD.com and Taobao, alongside marketing on Xiaohongshu and WeChat.
The mainland edition recorded about 115 million views, up 15 per cent from last year. The reports use slightly different wording for the total, so the figure is not presented as an exact count.
The Asean edition remains scheduled for 21 to 27 September. The participating Hong Kong brands, detailed product offers and the operating arrangements for the limited-time online shop have not yet been disclosed, and no Asean performance figures were provided.