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Recent Promotions
Major U.S. Agribusiness Delegation Finds Success in Hong Kong (May 12, 2025 - May 16, 2025)
From May 12-16, ATO Hong Kong hosted an USDA Agribusiness Trade Mission to Hong Kong – it’s first since 2016 – and organized the USA Pavilion at HOFEX, one of Asia’s leading food trade shows. The combined trade mission and trade show delegations included nearly 40 U.S. agribusinesses, 17 agricultural industry and advocacy organizations, and representatives from five State Departments of Agriculture (Alabama, Idaho, Minnesota, Tennessee, and Wisconsin). The 75-member trade mission delegation, led by FAS Acting Associate Administrator (AAA) Mark Slupek, held 358 business-to-business meetings, conducted site visits to Hong Kong-based food manufacturers and retailers, convened several roundtable discussions, and participated in the launch of an American whiskey promotion. The trade mission delegation was joined by 13 exhibitors at the USA Pavilion at HOFEX, where attendees engaged with over 30,000 visitors from 36 countries and were treated to three days of live cooking demonstrations featuring local celebrity chef Hilda Chan.Across both events, U.S. food and beverage companies representing a wide-range of consumer-ready products uniformly expressed positive outcomes from meetings with Hong Kong buyers, with some signing sales contracts and distribution agreements. As an added bonus, FAS Manila supported an impressive 10-person buyer delegation from the Philippines, providing expanded opportunity for participating companies. The successful combined trade mission and trade show reflected Hong Kong’s strong demand for U.S. agricultural products, which reached nearly $1.6 billion in 2024, and its important role as a trading hub for agricultural products throughout the region. In this special issue of the Wonton, ATO Hong Kong is pleased to share with you highlights from a busy week for agricultural trade.
RAC Hosts California Raisin Seminar for Hong Kong Baking Industry (April 29, 2025 - April 29, 2025)
On April 29, the Raisin Administrative Committee held a bakery seminar for 26 professionals from Hong Kong’s growing baking sector. During the event, a guest chef and bartender demonstrated the creative and versatile applications of California raisins, emphasizing their healthy attributes and natural sweetness. The U.S. is the top supplier of raisins to Hong Kong, accounting for 82 percent of total imports in 2024.
ATO and U.S. Industry Partner for Hands-On Bakery Workshop at Hong Kong Polytechnic University (April 3, 2025 - April 3, 2025)
On April 3, 2025, ATO Hong Kong partnered with U.S. Wheat Associates, U.S. Dairy Export Council, and Raisin Administrative Committee to conduct two bakery workshops at the School of Hotel and Tourism Management at Hong Kong Polytechnic University (PolyU). Sixty students attended the hands-on workshops, which highlighted U.S. wheat flour, cheese, and raisins across four recipes. In addition to baking exercises, students also learned about each ingredient through presentations by U.S. industry representatives. The training, part of a series of collaborations ATO has held with PolyU, was attended by the Consulate’s Public Diplomacy section who showcased the collaboration to its 97,262 followers on social media.
American Agriculture Fire’s Up the U.S. Men’s and Women’s Rugby Sevens Teams (March 26, 2025 - March 26, 2025)
On March 26, 2025, ATO Hong Kong and the Foreign Commercial Service co-organized a welcome reception for the U.S. Men's and Women's National Rugby Teams. In support of the teams, nearly a dozen USDA Cooperators and local importers donated ingredients for the event, giving players a chance to savor a taste of home ahead of the tournament. Held at the Consul General's Residence, the menu featured U.S. seafood, beef, pork, poultry, vegetables, rice, nuts, cheese, fruits, and wines. A big thank you to Alaska Seafood Marketing Institute, American Pistachio Growers, Raisin Administrative Committee, Sunkist Growers, U.S. Dairy Export Council, U.S. Meat Export Federation, USA Poultry & Egg Export Council, USA Rice Federation, and our local partners for sponsoring products. Curious what American comfort food our players crave? Check out ATO’s video interview with the team here.
APLF (March 12, 2025 - March 15, 2025)
March 12-14, the Asia Pacific Leather Fair (APFL) was held in Hong Kong, covering the entire supply chain including tanning, leather, materials, bags, footwear, accessories, and leather garments. The Leather and Hide Council of America (LHCA) organized a USA pavilion for 11 U.S. leather and hide companies, to showcase U.S. leather materials and products to global buyers. With over 20 years of participation at APLF, LHCA and their members recognize Hong Kong as the international trade and financial hub for U.S. leather and hide industry. In 2024, China remained the top export market for U.S. leather and hide products, while Hong Kong was the 21st largest export destination, valued at $1.4 million. ATO Hong Kong visited the USA pavilion to meet with U.S. exhibitors and gain industry insights. With ATO Hong Kong’s effort, LHCA partners with the school of fashion and textile at Hong Kong Polyethnic University, to engage students participate in the RLSD- a leather fashion design competition in 2025.
Pet Show Hong Kong (February 6, 2025 - February 9, 2025)
The Hong Kong Pet Show is a major exhibition that brings together internationally renowned brands of pet food and supplies to showcase their products, engage in industry networking, and expand business opportunities. As Hong Kong’s demand for high quality pet food continues to grow, Pet Show Hong Kong provides U.S. companies with an opportunity to meet qualified buyers and engage in collaboration discussions with local or international brands香港寵物節 2025 - Pet Show 2025
U.S.A. Food Fair at Kai Bo Supermarket (February 6, 2025 - February 19, 2025)
From Feb 2-19, organized by ATO Hong Kong, along with the support of USMEF, Sunkist Growers, and Washington Apple Commission, a USA Food Fair was held at Kai Bo supermarkets in Hong Kong. This retail promotion took place at 46 Kai Bo outlets across Hong Kong, highlighting U.S. beef, apples, oranges, and frozen food products. Kai Bo is the third-largest supermarket chain offering fresh produce and groceries to most Hong Kong households. The promotion aimed to introduce U.S. premier produce and food products to the extensive Kai Bo’s large customer base. Additionally, the initial collaboration with Kai Bo has gained very positive feedback from three U.S. cooperators making another great success for the promotion.
The Great America Texas BBQ (November 26, 2024 - November 26, 2024)
ATO Hong Kong, in partnership with the U.S. Meat Export Federation (USMEF) and the Texas Beef Council, have organized the much-anticipated industry event - The Great American Texas BBQ on November 26, 2024. Around 1,000 professionals, including chefs, buyers, and importers in Hong Kong attended the event and tasted high-quality U.S. beef and an extensive array of other U.S. foods and beverages.Through collaborative efforts, the event strengthened the image of U.S. premium products and showcased the versatility and quality of U.S. food and beverage products to key stakeholders and buyers in the Hong Kong market.
Delicious USA Media Event (November 11, 2024 - December 12, 2024)
On November 4, 2024, ATO Hong Kong, accompanied by U.S. Consul General, Greg May and Deputy Consul General David Schlaefer, kicked off the Delicious USA 2024 restaurant campaign. The launch party included over 40 traditional and social media contacts who were invited to sample an array of expertly prepared U.S. ingredients donated by over two dozen industry partners. This year’s month-long promotion, which encourages patrons to “Taste the Finest,” features a record 51 restaurants across Hong Kong and Macau. The campaign, which will run from November 11 – December 12, showcases the diversity, versatility, quality, and sustainability of American agriculture. For more information and a complete list of participating restaurants, please visit www.delicioususa.com.hk
Hong Kong International Wine and Spirits Fair 2024 (November 7, 2024 - November 9, 2024)
From November 7 to 9, ATO Hong Kong exhibited at the 16th edition of the Hong Kong International Wine & Spirits Fair. The three-day trade show attracted over 8,200 buyers from Hong Kong, Macau, and international markets. To promote U.S. wines and spirits, ATO partnered with seven local distributors to showcase their products at the ATO booth, including wines from California, Washington, and Oregon, mead from Wyoming, and bourbon from Utah. To highlight U.S. wine-pairing possibilities, ATO also partnered with U.S. Dairy Export Council to feature an array of U.S. cheese as wine’s best companion. On November 8, ATO hosted an exclusive wine masterclass with Reeze Choi, second runner-up of ASI Best Sommelier of the World 2023. The masterclass attracted over 60 industry professionals, including sommeliers, restaurant managers, and buyers. Entitled The Geographic Diversity of U.S. Wine, the class featured a selection of outstanding wines from California, Oregon, Washington, and New York.
U.S. Food Festival at JEBN (October 31, 2024 - November 27, 2024)
ATO Hong Kong has partnered with HK JEBN retail outlets to launch a U.S. food promotion from October 31 to November 27, 2024. The in-store promotion at 25 HK JEBN outlets highlights 17 high-quality U.S. products including American ginseng, dried fruit, nuts, frozen seafood, and beef. Customers and HK JEBN members will enjoy price discounts on U.S food items and are invited to sample U.S. almonds and dried cranberries throughout the promotion. HK JEBN is private label product store chain that offers a selection of high quality premium dried foods and a wide range of healthy and natural products. Operating in Hong Kong for over 26 years, the company caters to consumers interested in wellness products and premium gifts.
Asia Fruit Logistica (September 4, 2024 - September 6, 2024)
Asia’s leading trade show for fresh produce and related technologies returned to Hong Kong September 4 to 6. This year, the USDA-endorsed trade show featured over 700 exhibitors, 28 national pavilions, and attracted more than 13,000 attendees from across the region and around the world. U.S. Consul General Greg May opened the pavilion to considerable fanfare with over 60 representatives from U.S. growers, exporters, and trade associations at 15 booths on hand. In addition to the opening ceremony, ATO Hong Kong supported pavilion exhibitors with retail and wet market visits, a night tour of the Yau Ma Tei wholesale market, and a pre-show market briefing. Even a delayed start to the final day due to a category 8 typhoon couldn’t keep exhibitors and buyers from convening. A special ATO thanks to the great support received from our visiting USDA Cooperator Programs representative and to our ATO Guangzhou, Shanghai, and Shenyang colleagues for attending the show!
U.S. Food Fair at AEON 2024 (July 4, 2024 - July 17, 2024)
During the weekends of July 6&7 and July 13&14, 2024, ATO Hong Kong organized four chef demonstrations at AEON supermarkets. These demonstrations were part of the in-store promotion for American food fair at AEON from July 4-17. The chef team showcased a variety of U.S. quality ingredients such as beef, seafood, fresh fruit, and meat products. U.S. cooperators, including Alaska Seafood, USA Rice, U.S. Pork, U.S. Beef, and U.S. Meat Export Federation, participated in this promotion with their brand and products being highlighted during the promotion period.
U.S. Festival -Taste of USA at Dairy Farm Retail Group (June 28, 2024 - July 25, 2024)
From June 28 to July 25, 2024, ATO Hong Kong partnered with Dairy Farm Retail Group (DFI) to conduct the ‘U.S. Festival -Taste of USA’ retail promotion. A total of 280 food retail outlets including ThreeSixty, Market Place, Oliver’s, Wellcome Fresh, Wellcome and their online shops in Hong Kong, as well as 26 San Miu supermarkets in Macau, participated in this promotion. 45 different U.S. quality food products were highlighted during the promotion, with an emphasis on seasonal fresh fruit, frozen meat, seafood, dairy products. Northwest Cherry Growers also launched the fresh cherry promotion at selected DFI stores simultaneously, drawing further attention to the U.S. Festival.