Hong Kong Shopping Trends 2025: What Mainland Chinese Tourists Want to Buy Most?

Why Xiaohongshu (RED) is Now Essential for Hong Kong Brands?

As mainland tourists return to Hong Kong, the city’s retail and tourism sectors are steadily recovering in 2025. Compared with the pre-pandemic era, mainland consumer behavior has shifted—moving away from purely luxury-driven shopping toward authentic experiences, lifestyle-driven choices, and review-based decision-making.

Xiaohongshu (RED), the most influential UGC and social commerce platform in mainland China, has become one of the most effective channels for Hong Kong brands to reach mainland consumers. From dining and beauty to retail, electronics, jewelry, and travel experiences, every category can find highly relevant audiences on RED.

Latest Statistics: How Mainland Visitors Spend in Hong Kong

According to data from the Hong Kong Tourism Board and Legislative Council reports:

• Average spending per mainland overnight visitor: ~HK$5,500

• Major spending categories include dining, shopping, entertainment, and personal services.

Breakdown of shopping expenditure among mainland overnight visitors:

• 22% — Dining (food items, alcohol, snacks)

• 13% — Cosmetics & Skincare

• 13% — Leather Goods (bags, accessories)

• 11% — Jewelry & Watches

• 10% — Health & Wellness Products

• Others: Electronics, souvenirs, lifestyle goods

  
  

Additionally, Hong Kong’s retail sales value rose 3.8% year-on-year in August 2025, with Jewelry, Watches & Luxury Gifts surging by 16.4%, highlighting the clear rebound in tourist-driven spending.

Most Popular Hong Kong Product Categories for Mainland Tourists in 2025

1) Dining & F&B

Dining is the top spending category for mainland visitors, accounting for 22% of overnight visitor expenditure.

Top food categories:

• Traditional Hong Kong cafés (roast meats, milk tea, pineapple buns)

• Dim sum

• Theme-style or “Instagrammable” restaurants

• Japanese cuisine and international dining

Effective Xiaohongshu content formats:

• “Must-eat in Hong Kong” lists

• “Local recommendations” food Vlogs

• In-store restaurant review videos

Dining content spreads rapidly on RED and has a significant impact on travel planning—making it highly effective for Hong Kong F&B businesses.

2) Entertainment & Travel Experiences

Though not strictly “shopping,” tourism experiences are in extremely high demand among younger travellers.

Hot categories:

• Theme parks

• Cultural & lifestyle attractions

• Scenic photo spots

• Unique experiences (supercar rides, cruises, museums)

Common RED content formats:

• “3-day Hong Kong itinerary”

• “Hong Kong’s newest photo spots”

• “Best-value activities to book”

These posts drive strong foot traffic and engagement for malls, attractions, and local experience providers.

3) Retail & Fashion

Even with market fluctuations, fashion retail remains highly influenced by tourist spending.

Popular categories:

• Fast fashion

• Casual wear

• Outerwear and sports apparel

• Accessories (hats, sunglasses, sneakers)

Suitable RED content:

• OOTD styling

• New-arrival showcases

• Tourist shopping hauls

• Outlet shopping guides

 4) Beauty & Personal Care

BCG reports that beauty spending by tourists in Hong Kong may reach HK$3.2–4 billion in 2025.

Most in-demand items:

• Duty-free exclusives

• Hong Kong-edition skincare

• Niche beauty brands

• New launches from premium beauty counters

Effective RED content:

• Unboxing & swatches

• Counter visits

• Before-and-after usage reviews

• Product comparison videos

Beauty is one of the strongest performing categories on RED, often generating high save rates.

5) Jewelry & Watches

Jewelry and watches account for 11% of visitor expenditure, with even higher spending during holidays and peak seasons.

Popular choices:

• K-gold jewelry

• Affordable luxury brands

• Engagement & wedding pieces

• Designer watches

Best RED content formats:

• KOL in-store visits

• Try-on reviews

• Transparent price sharing

• Shopping & certification guides

These formats build trust—a key factor for jewelry consumers.

6) Electronics

Electronics account for roughly 8% of mainland visitor shopping spend. While phones aren’t significantly cheaper, several categories remain attractive:

Hot items:

• Earphones & Bluetooth speakers

• Power banks

• Cameras & accessories

• Innovative gadgets & smart tech items

RED’s “Tech & Gadgets” category continues to grow annually, making it a strong fit for Hong Kong tech retailers.

Conclusion: Hong Kong’s 2025 Tourism Recovery Creates More Opportunities for RED Marketing

From F&B, beauty, and retail to electronics, jewelry, and experiential services, mainland tourists’ demand is becoming increasingly diverse, youth-driven, and scenario-based. Xiaohongshu perfectly aligns with these shifts through:

• Lifestyle-driven UGC content

• Authentic word-of-mouth influence

• Strong impact on travel and shopping decisions

• High organic search visibility

• Content adaptability across all industries

For Hong Kong businesses aiming to attract mainland tourists or enter the mainland market, RED has become one of the most cost-effective and essential marketing channels in 2025.

If you need a tailored Xiaohongshu marketing plan for your brand, feel free to reach info@captivatemkt.com. our agency can help you build visibility, trust, and conversions effectively on RED.