Mainland Chinese brands accounted for more than one fifth of new retail entrants in Hong Kong during the first four months of 2026, shifting focus from food and beverage to fashion, beauty and other categories.
Property consultancy JLL reported that mainland brands made up over 20 per cent of new retail market entrants in Hong Kong from January to April this year. Their share stood at about 30 per cent for the whole of 2025.
The composition of these brands has changed markedly. Only 25 per cent of new mainland entrants in the first quarter operated food and beverage outlets, compared with 73 per cent in 2025.
Cathie Chung, senior director of research at JLL, said mainland brands are placing greater emphasis on design, product quality and brand image. She added that new entrants now span fashion, beauty, skincare, fragrances, leather goods and jewellery.
Analysts expect Hong Kong to continue attracting such brands, helping landlords fill vacant retail spaces during the city’s uneven market recovery.