Hong Kong shopping festival makes ASEAN debut in Malaysia

MORE than 350 products from around 100 Hong Kong brands will be available to Malaysian consumers this week as the Hong Kong Shopping Festival makes its ASEAN debut.

The week-long event, organised by the Hong Kong Trade Development Council (HKTDC), runs from Sept 21 to 27, with products ranging from beauty and personal care items to fashion, food and supplements, smart living products and senior wellness essentials.

Among the participating brands are Lee Kum Kee, CATALO, Chow Tai Fook, Chow Sang Sang, Wai Yuen Tong and Chicks.

Consumers can shop through Shopee, Lazada and the festival’s official website.

Malaysia and Singapore are the first ASEAN markets targeted by the shopping festival, following earlier editions aimed at consumers in the Chinese mainland.

The campaign, themed “Hong Kong Highlights, One Click Away”, also offers discounts of up to 50%, shopping vouchers and special promotions during selected livestream sessions.

HKTDC Regional Director for Southeast Asia and South Asia Leung Kwan Ho said the event would allow Malaysian consumers to revisit familiar Hong Kong brands while discovering newer products.

“Hong Kong SAR has always had a strong connection with Malaysian consumers, from the brands they grew up with to the new products they continue to discover,” he said.

Livestreams add a different way to shop

More than 30 hours of livestream content involving hosts and influencers from Malaysia and Singapore will be featured during the festival.

The sessions will include product demonstrations, reviews and live interaction with viewers. Some will also carry exclusive offers for those watching the livestreams.

Shopee and Lazada will have dedicated campaign pages bringing together selected products and promotions, while the festival website will provide information on participating brands and offers.

The festival is the flagship annual event under HKTDC’s E-Commerce Express programme, which helps Hong Kong companies develop cross-border e-commerce and reach consumers in new markets.

HKTDC said the programme also allows participating businesses to gain experience selling through overseas e-commerce platforms as they look to expand their presence in ASEAN.

The Hong Kong Shopping Festival runs from Sept 21 to 27. - September 21, 2026