Hong Kong brands use Malaysia as springboard into Asean e-commerce
KUALA LUMPUR: Hong Kong companies are turning to Malaysia as a test market for expanding across Southeast Asia, using the country's growing e-commerce ecosystem to reach consumers without the upfront costs of building a physical retail presence.
KUALA LUMPUR - Hong Kong companies are leveraging Malaysia as a stepping stone for entering Southeast Asia's e-commerce market. The inaugural Hong Kong Shopping Festival, held in Malaysia, offers over 100 Hong Kong brands the chance to showcase more than 350 products, including beauty, fashion, and wellness items. The festival, slated to run until September 27, aims to deepen commercial ties between Hong Kong and the region through platforms like Shopee and Lazada.
This marks the first Asean expansion of the event, which has typically targeted the Chinese Mainland. Malaysia and Singapore have been chosen as the initial Southeast Asian markets for this initiative. Participating companies perceive Malaysia as a low-risk option to gauge consumer demand, enhance brand exposure, and gather experience in cross-border e-commerce.
HKTDC regional director, Southeast Asia & South Asia, Leung Kwan Ho, emphasized the festival's goal to bring Hong Kong products closer to Malaysian consumers while enabling companies to explore new markets. The event features livestream shopping sessions with Malaysian and Singaporean hosts, providing real-time interactions and product demonstrations.
HKTDC's E-Commerce Express programme supports this strategy, aiming to assist Hong Kong businesses in entering the digital economy and expanding cross-border trade in the Asean region.
Written by urgent.news from New Straits Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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