The Hong Kong Trade Development Council (HKTDC) is poised to host the third annual "Hong Kong Shopping Festival", aimed at helping Hong Kong small and medium-sized enterprises (SMEs) expand their cross-border e-commerce ventures.

Having concentrated on the Chinese mainland market for the past two years, this year's festival will, for the first time, extend its reach to the ASEAN region, targeting Singapore and Malaysia as key markets. There are also plans to expand into other major ASEAN countries in the future.

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The Chinese mainland edition of the festival will run from Aug 1 to 20, featuring over 280 brands. Meanwhile, the ASEAN edition is scheduled for Sept 21 to 27, showcasing approximately 100 brands. This year marks a record number of participating brands.  Special promotional activities are planned across major e-commerce and social media platforms.

The festival will highlight seven main product categories: health and wellness, food and beverages, personal care and cosmetics, home goods, clothing and accessories, senior care products, and the newly introduced trendy toys. Consumers can look forward to discounts and live-streaming sales, providing an opportunity to discover high-quality products from Hong Kong businesses all in one place.

China Daily's Andy Chong took the photos on Tuesday.