The Hong Kong Food Festival, held from December 25 to 29, 2024, at the Hong Kong Convention and Exhibition Centre, drew varied experiences among vendors and attendees. While some stall owners reported disappointing sales figures, others thrived amid the festive atmosphere, providing insights on the shifting consumer behaviors and competitive marketplace.
This year’s festival, which featured around 1,000 booths, faced unexpected challenges due to its overlap with the Hong Kong Brands and Products Expo—an event many believe diverted potential customers. Vendor Lok pointed out, "It's obviously because the Brands and Products Expo is being held at Victoria Park at the same time. It opened a day earlier than us. Its admission fee is HK$10, and here, it is HK$30. Admissions are free there after 7pm, but people still need to pay here." The logistical difference, she suggested, influenced consumer choices.
Despite the drop in foot traffic at the festival, some vendors noted positive spikes in business. Vendor Wong remarked, "This year, people are relatively more willing to spend. It's true there are fewer people than previously, but the purchasing power is stronger." His experience wasn't unique; customer spending habits appeared to have evolved, even if the raw number of visitors did not meet expectations.
Other vendors had mixed reports. A stall specializing in dried seafood and tonics noted their sales volume dropped by 20 to 30 percent compared to last year. They planned to cut prices to attract buyers on the festival's final day. Concurrently, the cured meats seller celebrated selling about 80 percent of their inventory, thanks to increased customer flow attributed to the reinstated Shenzhen multi-entry visa. This development allowed more mainland travelers to attend, introducing them to local products.
Various attendees expressed their feelings about the festival’s offerings. Repeat visitor Mak divulged having spent HK$1,000 during the event. "I don't normally buy this much. I bought more than usual because of the variety and promotions," he said. His expenditure highlighted the unique appeal of the festival, even as he acknowledged lesser crowds than last year, attributing some absences to people traveling abroad.
Contrasting Mak's experience was the impression of first-time visitor who found the festival lacking. "I was disappointed with the similarity in pricing to regular market rates," they reported, feeling the selection was not as diverse as expected. The visitor's critique even compared this event unfavorably to the previously attended HKTDC Food Expo, underscoring the competition for consumer attention.
On the festival's final day, many vendors initiated clearance sales, urging customers to take advantage of available deals. With varying perspectives from stall owners and patrons, the Hong Kong Food Festival, like every year, painted a complex picture of culinary celebration infused with both challenges and triumphs.
Looking forward, both the festival organizers and vendors will need to analyze these mixed results carefully. Adaptations to the event and strategies for dealing with increased competition will be pivotal for future success. Establishing unique selling propositions and enhancing customer engagement could revitalize attendance and sales, sustaining the festival’s cultural importance on the local food scene. One thing is clear: food festivals, with their blend of flavors and communal experience, continue to hold significant value—if they can navigate the changing tides of consumer behavior.