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Singapore shoppers looking to discover more Hong Kong brands have a new online shopping event to explore this September. The Hong Kong Trade Development Council, or HKTDC, has launched the Hong Kong Shopping Festival in Singapore for the first time, marking the event’s debut in an ASEAN market. Running from 21 to 27 September 2026, the festival features around 100 brands and more than 350 products available through Shopee, Lazada and the official campaign website.
Themed “Hong Kong Highlights, One Click Away”, the campaign brings together products across five broad categories: Beauty & Personal Care, Fashion, Food & Supplement, Fun & Smart Living and Senior Wellness Essentials.
Familiar Hong Kong names alongside newer discoveries
The line-up includes several names that Singapore shoppers may already recognise, including Lee Kum Kee, CATALO, Chow Tai Fook, Chow Sang Sang, Wai Yuen Tong and Chicks, alongside a wider selection of participating brands and products. The idea is to give shoppers a mix of established favourites and lesser-known finds, all accessible through familiar ecommerce platforms.
Singapore and Malaysia are the first ASEAN markets targeted under this phase of the initiative. Previous editions of the programme focused on the Chinese Mainland, with the expansion intended to help Hong Kong businesses connect with new consumers across the region.
Discounts of up to 50% during the festival
During the week-long campaign, participating platforms will feature limited-time discounts of up to 50%, alongside shopping vouchers and selected livestream offers. Dedicated campaign pages on Shopee and Lazada will bring selected products and promotions together, while the official festival website will feature participating brand information, offers and curated recommendations.
For shoppers, that means the festival is less about navigating one physical event and more about browsing Hong Kong products across a coordinated set of online channels.
More than 30 hours of livestream shopping
The festival will also include more than 30 hours of livestream shopping content hosted by livestreamers and influencers in Singapore and Malaysia. Sessions are expected to include product demonstrations, first-hand reviews and real-time interaction, giving viewers a closer look at featured products and the brands behind them. Selected livestreams will also carry exclusive offers.
According to HKTDC Regional Director for Southeast Asia and South Asia Leung Kwan Ho, the festival is intended to give Singapore consumers an easier way to revisit familiar Hong Kong brands while discovering newer ones.
Part of HKTDC’s cross-border ecommerce push
The Hong Kong Shopping Festival is the flagship annual event under HKTDC’s E-Commerce Express programme. Through partnerships with ecommerce platforms, livestream promotions and integrated marketing activities, the programme aims to help Hong Kong companies build visibility, gain cross-border ecommerce experience and explore opportunities in ASEAN markets.
For Singapore shoppers, however, the proposition is much simpler: a week-long chance to browse hundreds of Hong Kong products, discover unfamiliar labels and pick up selected deals without leaving the ecommerce platforms they already use.
The Hong Kong Shopping Festival (ASEAN) runs from 21 to 27 September 2026. Find out more at https://hkshoppingfestival-asean.hktdc.com/.
Also read: Watsons Get Active 2026: A week of fitness, fun and shopping rewards at Suntec City
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