Hong Kong Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in Hong Kong, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals.
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Selling Factors and Techniques-Hong Kong & Macau
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Overview 

One of the most effective ways to sell products in Macau is through local agents or distributors. Macau has a wide range of companies across key sectors that support U.S. exporters by providing sales representation, distribution, and related trade facilitation services, including third‑party logistics providers, specialized warehouses, and order‑fulfillment firms. U.S. companies selling equipment that requires long‑term maintenance, installation, or technical support, or firms seeking to participate in infrastructure projects, typically partner with established Macau companies to ensure reliable after‑sales service and market access. In addition, many Macau distributors maintain strong commercial networks across the Greater Bay Area and mainland China, offering U.S. exporters opportunities to expand beyond the local market.

Trade Promotion & Advertising

U.S. companies can use a variety of promotional vehicles to introduce and raise the visibility of their products and services in the Hong Kong and Macau markets. These include:

  • Special trade fairs and exhibitions
  • Advertising in the media, internet, and other public relations activities
  • Seminars
  • In-store promotions
  • Joint promotions with wholesale and retail outlets

Hong Kong is a major conference and exhibition center, with hundreds of international exhibitions held annually.  Located in the business district on Hong Kong Island, the Hong Kong Convention and Exhibition Center (HKCEC) is owned by the Hong Kong Trade Development Council (HKTDC) and operated by the Hong Kong Convention and Exhibition Center Management Ltd. The HKCEC presently provides 66,000 sqm of purpose-built exhibition space, 20,000 sqm of multi-functional venues and 5,500 sqm of event support space.  Asia World Expo is located next to Hong Kong International Airport. Asia World-Expo offers over 70,000 square meters of exhibition and function space.

In Macau, the Venetian Macao, Wynn, and MGM have large exhibition spaces. Other options include the Macau Tower and a wide and growing range of hotels and casinos. The Macau Government is keen to develop Macau as a regional MICE (Meetings, Incentives, Conferences, and Exhibitions) hub.

Other Media

Television penetration in Hong Kong is high, at 99 percent of households, with three domestic free television program service licensees, two domestic pay television program service licensees, 10 non-domestic television program service licensees, and one government-funded public service broadcaster and two sound broadcasting licensees. According to the latest statistics, the free domestic television licensees’ programs reach 6.49 million viewers, or 2.46 million households. Hong Kong television also reaches Macau and much of neighboring Guangdong Province in mainland China, where Hong Kong programming is very popular.

Hong Kong is a regional center for Chinese-language publications. Many international outlets also have bureaus and offices in Hong Kong. Following the imposition of the National Security Law in Hong Kong and adoption of the Safeguarding National Security Ordinance, NGO Reporters Without Borders has documented a sharp decline in the city’s press freedom ranking.  For example, in August 2024, the Hong Kong Journalists’ Association (HKJA) released a survey showing its members’ perception of press freedom dropped for a fifth consecutive year to 25 (out of 100). Over 92% of journalists surveyed reported press freedom declined over the past year, and that the SNSO would further undermine freedom of the press. Respondents cited the ongoing NSL trial of pro-democracy advocate and media owner Jimmy Lai, as well as the entry bans for several foreign journalists as among the causes of the decline.  

According to an April 2024 report from Reporters Without Borders, 10 journalists and press freedom defenders were detained in Hong Kong. Widespread reports of media self-censorship and suspected content control continued. In August 2024, a Hong Kong court made its first ruling in a sedition case involving a media outlet since China assumed control of Hong Kong in 1997. Former editors of the defunct Stand News were convicted of publishing seditious materials, and in November a court sentenced them to up to 21 months.  Advertising agencies, including many international firms, offer a full range of services in Hong Kong.

English Newspapers

  • Hong Kong Free Press (online news)
  • South China Morning Post
  • The Standard
  • Macau Post Daily
  • Macau Daily Times

Chinese Newspapers

  • Hong Kong Commercial Daily
  • Hong Kong Economic Journal
  • Hong Kong Economic Times
  • Macao Daily 
  • Ming Pao Daily News
  • Oriental Daily News
  • Sing Tao Daily
  • Sing Pao
  • Ta Kung Pao
  • Wen Wei Po

Free Chinese Newspapers

  • AM730
  • Headline Daily
  • Sky Post

Trade Journals

  • Bulletin, published by the Hong Kong General Chamber of Commerce
  • Building Journal 
  • Business Digest 
  • Business Focus 
  • Hong Kong Business
  • Hong Kong Entrepreneur 
  • Hong Kong Industrialist 
  • Macau Business
  • Macau Trade Invest Information

The Hong Kong Trade Development Council often publishes in-depth industry research pieces here.

Featured U.S. Exporters (FUSE)
FUSE is a directory of U.S. products featured on U.S. Commercial Service websites around the world. FUSE gives U.S. companies an opportunity to target specific country markets in the local language of business. Currently, listings are offered to qualified U.S. exporters seeking trade leads or representation in over 60 markets around the world including Hong Kong. For detailed information, please visit the FUSE website.

Single Company Promotion (SCP)
The U.S. Commercial Service can assist a U.S. company or its local representative to organize a professional, effective promotional event, technical seminar, product/service launch, luncheons, cocktail receptions, or matchmaking event tailored to its specific needs through its Single Company Promotion Program (SCP). For further information, please visit the SCP website.

Pricing

Hong Kong is a free port and does not levy a customs tariff or impose a value-added tax. See the section on Trade Regulations, Customs and Standards for more information on import tariffs.  If possible, U.S. exporters should quote using the metric system and use a term of sale specifying delivery to Hong Kong or Macau (i.e., CIF or C&F destination rather than FOB origin).  Hong Kong and Macau companies have many sourcing options, so American companies should make it as easy as possible to “buy American.”

Sales Service/Customer Support

Some sort of local presence, whether it is a branch office, an agent, or distributor, is very important to getting established in the market.  Doing business in Hong Kong, Macau, and elsewhere in Asia, requires relationships that can only be developed with a local presence.  Prompt responses to inquiries and after-sales service are also crucial to succeeding in this very competitive market.

Local Professional Services

Hong Kong

  • Association of Accredited Advertising Agencies of Hong Kong
  • The Direct Selling Association of Hong Kong Limited
  • Hong Kong Designers Association
  • Hong Kong Franchising Association
  • Hong Kong Institute of Marketing
  • Hong Kong Management Association
  • Law Society of Hong Kong
  • Management Consultancies Association of Hong Kong

Macau

  • The Macau Small and Medium Enterprises Association
  • Macau Lawyers Association
  • Macau Fair & Trade Association
  • Macau Gaming Management Association (MGMA)
  • Macau Gaming Research Association

Principal Business Associations

  • The American Chamber of Commerce in Hong Kong: AmCham was designed to represent the ever-growing range of American business interests in Hong Kong. In addition, the Chamber serves as a forum for the exchange and development of ideas among members of the business community, both in Hong Kong and throughout the Asia-Pacific region.
  • Hong Kong General Chamber of Commerce: The Hong Kong General Chamber of Commerce is the largest and one of the most dynamic business organizations in Hong Kong. Members represent a wide spectrum of local, Mainland Chinese and international businesses. More than half of the flagship corporations listed on the Hang Seng Index are their members. The Chamber serves as the voice of business and helps their members succeed through their core functions: advocacy, knowledge-based events, networking, and a variety of business documentation services.
  • The Federation of Hong Kong Industries: The Federation of Hong Kong Industries’ goal is to promote and foster the interests of Hong Kong’s industrial and business communities, to promote trade, investment, technological advancement, manpower development, and business opportunities in Hong Kong. The organization also represents business’s views and advises the government on policies and legislation which affect business.
  • The American Chamber of Commerce in Macau was founded in 2007 and stands at the forefront of development in Macau. AmCham Macau is one of the most influential Chambers in Macau. With new American-based corporations establishing themselves in Macau, AmCham Macau provides insight and business connectivity that is unrivalled by any other international chamber. From retail to manufacturing, its members represent both diversity of interests and relationships. The Macau Chamber of Commerce supports the industrial and commercial sectors in Macau by safeguarding their legitimate rights and interests and promoting commercial links with other countries and regions.

Limitations on Selling U.S. Products and Services

There are no limitations in Hong Kong and Macau on the selling of U.S. products and services.

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Global Business Navigator Chatbot Beta

Welcome to the Global Business Navigator, an artificial intelligence (AI) Chatbot from the International Trade Administration (ITA). This tool, currently in beta version testing, is designed to provide general information on the exporting process and the resources available to assist new and experienced U.S. exporters. The Chatbot, developed using Microsoft’s Azure AI services, is trained on ITA’s export-related content and aims to quickly get users the information they need. The Chatbot is intended to make the benefits of exporting more accessible by understanding non-expert language, idiomatic expressions, and foreign languages.

Limitations

As a beta product, the Chatbot is currently being tested and its responses may occasionally produce inaccurate or incomplete information. The Chatbot is trained to decline out of scope or inappropriate requests. The Chatbot’s knowledge is limited to the public information on the Export Solutions web pages of Trade.gov, which covers a wide range of topics on exporting. While it cannot provide responses specific to a company’s product or a specific foreign market, its reference pages will guide you to other relevant government resources and market research. Always double-check the Chatbot’s responses using the provided references or by visiting the Export Solutions web pages on Trade.gov. Do not use its responses as legal or professional advice. Inaccurate advice from the Chatbot would not be a defense to violating any export rules or regulations.

Privacy

The Chatbot does not collect information about users and does not use the contents of users’ chat history to learn new information. All feedback is anonymous. Please do not enter personally identifiable information (PII), sensitive, or proprietary information into the Chatbot. Your conversations will not be connected to other interactions or accounts with ITA. Conversations with the Chatbot may be reviewed to help ITA improve the tool and address harmful, illegal, or otherwise inappropriate questions.

Translation

The Chatbot supports a wide range of languages. Because the Chatbot is trained in English and responses are translated, you should verify the translation. For example, the Chatbot may have difficulty with acronyms, abbreviations, and nuances in a language other than English.

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