HKTVmall adds a playful twist to wet market shopping

HKTVmall has redefined how Hongkongers shop for fresh market produce with the launch of the “Wet Market Express” campaign.

Done in partnership with dentsu Hong Kong, this initiative brings the best of Hong Kong’s iconic wet markets from premium seafood, meats, to local vegetables and fruits, directly to customers’ doors at street-level prices, on the same day.

The campaign injects a playful humour into the experience, using charming mascots and witty storytelling to spotlight the freshness of HKTVmall’s goods. The campaign videos humanise wet market food and highlight the difference between good and mediocre ingredients, blending informative content with entertainment.

The campaign’s high-impact MTR 12-sheet domination across 36 stations ensures mass visibility, while TVC and digital content dramatise HKTVmall’s expert curation, creating a true “talk-of-the-town” moment that drives both awareness and conversion.

“Wet Market Express is a new way of living for Hong Kong consumers. We’re bridging tradition and technology, making it possible for families to enjoy the freshest market produce without leaving home. This campaign is about building trust and changing habits, showing that quality and convenience can go hand in hand. We’re proud to help redefine daily shopping for our city,” said Vivian Cheung, head of quick commerce, HKTVmall.

“Our creative team wanted to capture the energy and soul of Hong Kong’s wet markets, but with a modern twist. By transforming market ingredients into lively, memorable mascots, we inject personality and fun into the shopping experience,” said Toby Hong, associate creative director, dentsu Hong Kong. “We believe this playful approach not only entertains, but also reassures customers that HKTVmall is their trusted guide to the best the city’s markets have to offer.”

MARKETING-INTERACTIVE has reached out to HKTVmall for more information.

Most recently, HKTVmall said it is planning to invest HK$250 million in marketing and advertising to attract users in 2026, aiming to increase its monthly user count to two million, according to HKTV's vice chairman and group CEO Ricky Wong.

Speaking at HKTVmall Vision Day 2025 on 12 November, Wong said 1.6 million Hong Kong residents visit the HKTVmall app each month, yet only 600,000 make purchases. He believes the remaining one million users are not converting mainly due to product availability, suggesting that expanding sourcing could be a key focus for the platform.

Meanwhile, northbound shopping has become a regular trend among Hongkongers, with residents aged between 18 and 64 spending HK$10.6 billion monthly in the Greater Bay Area (GBA), according to Ipsos. At the same time, mainland eCommerce giants are entering the Hong Kong market, adding new dynamics to local online shopping.

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