(19 March 2026) – The Hong Kong Live Streaming E-Commerce Federation (HKFLC), in collaboration with the Hong Kong E-Commerce Federation (HKFEC) and the Hong Kong Trade Development Council (HKTDC), successfully concluded its participation at MarketingPulse & eTailingPulse 2026, held at the Hong Kong Convention and Exhibition Centre. Under the theme “Generate New Growth,” the event brought together over 1,700 industry professionals from 22 countries and regions.
The opening forum marked a significant milestone with the official launch of the Greater Bay Area Live Streaming E-Commerce Festival (Hong Kong Station) , a strategic initiative uniting industry leaders from Guangdong, Hong Kong, and Macau to accelerate digital transformation across the region’s retail sector.
Tripartite Alliance Launches Greater Bay Area Live Streaming Festival
In a ceremony symbolizing deeper cross-regional integration, Mr. Joseph Yuen, President of HKFLC, jointly inaugurated the festival alongside Mr. Zhu Guangqiang, President of the Guangdong Live Streaming E-Commerce Association, and Ms. Cacey Choi, President of the Macau Live Streaming E-Commerce Association. The initiative aims to harness cross-border e-commerce as a growth engine, fostering retail digitalization and creating new opportunities for brands across the Greater Bay Area.
Amazon and TikTok Share Strategies for Brand Globalization
Immediately following the launch ceremony, Mr. Yuen moderated a high-level fireside chat entitled “New Drivers for Brand Globalization: Exploring Overseas E-Commerce Growth with Amazon and TikTok Shop.” The session featured insights from two industry leaders:
- Mr. Patrick Zhang, Senior Business Development Manager at Amazon Global Selling, noted: “The next phase of globalization will depend on how quickly and precisely brands can understand local consumer needs and translate data insights into high-quality growth.”
- Mr. Bruce Pan, Operations Manager for Cross-Border US Markets at TikTok Shop, emphasized the power of content creativity and community engagement, sharing strategies for building brand presence and achieving efficient conversion in high-growth markets such as the United States.
Douyin Life Services Takes Center Stage with O2O Innovation
A key attraction at the HKFLC exhibition booth was the live demonstration of Douyin Life Services, showcasing an innovative O2O (online-to-offline) model designed to drive mainland Chinese tourists to physical retail and dining establishments across Hong Kong. The activation highlighted the potential of social commerce to revitalize the city’s retail, food and beverage, and tourism sectors. The booth also received support from leading retail brand Big C, whose General Director attended in person to explore the intersection of social commerce and brand empowerment.
Industry Spotlight: Emotional ROI and Agentic AI
Throughout the conference, speakers emphasized the growing importance of balancing technological innovation with emotional storytelling. Key concepts such as Agentic AI and Emotional Return on Investment (Emotional ROI) were presented as critical frameworks for brands navigating the complex global market landscape in 2026. Industry leaders underscored that success will increasingly depend on deploying AI-powered emotional intelligence to deliver solutions that drive both business growth and customer satisfaction.
About HKFLC and HKFEC
The Hong Kong Live Streaming E-Commerce Federation (HKFLC) and the Hong Kong E-Commerce Federation (HKFEC) are dedicated to advancing the e-commerce and live streaming sectors in Hong Kong. Through strategic partnerships, industry events, and cross-border collaboration, the organizations empower brands to harness digital innovation and expand into global markets.
HKFLC #HKFEC #MarketingPulse #eTailingPulse #HKTDC #LiveStreamingEcommerce #GreaterBayArea #Amazon #TikTokShop #BrandGlobalization #EmotionalROI