Hong Kong will host its first e-commerce festival next month, aimed at helping local brands expand into mainland China. Finance Secretary Paul Chan announced that the E-commerce Easy Festival, running throughout August, will feature over 230 brands across six categories including clothing, cosmetics, and food. The event will leverage major social and e-commerce platforms in mainland China and include livestreams by 20 well-known mainland anchors to boost visibility. The festival, part of a broader initiative to support small and medium-sized enterprises with HK$1 million ($128,071) in funding, also aims to enhance Hong Kong’s brand presence in the mainland market. Additionally, HK$500 million ($64 million) has been allocated to support digital transformation in the catering and retail sectors.