Sweet Connections: Networking with Germany’s Finest Confectionery Brands

In October, a delegation visit to Hong Kong explored the potential of bringing a traditional German Christmas market to the city. Organised by Markus Schmidt on behalf of SWEETS GLOBAL NETWORK e. V. (SGN), the Hong Kong Executive Tour brought together leading German confectionery companies to explore opportunities in one of Asia’s most dynamic consumer markets and to present a long-term vision for a large-scale German Christmas Market in Hong Kong in 2026.

The delegation included representatives from Loacker, Genuport, Confiserie Burg Lauenstein GmbH, Schoko-Dragee GmbH, Borggreve, Weibler Confiserie Chocolaterie GmbH, Fortwenger, Brandt Zwieback-Schokoladen GmbH + Co. KG, and Rau Chocolate & Cereals, as well as media partners and renowned German chef Johann Lafer.

The programme featured an introductory briefing session at The Mira Hong Kong, offering insights into local consumer behaviour, retail structures, and market entry strategies. Further exchanges took place at The Peninsula Hong Kong, involving institutional partners such as the German Consulate General Hong Kong, German Chamber of Commerce, Hong Kong (GCC), Invest Hong Kong, Hong Kong Trade Development Council, Hong Kong Tourism Board, and The Federation of Hong Kong Hotel Owners. Informal networking continued during a dinner at Heimat by Peter Find.

The visit concluded with a networking luncheon at the InterContinental Grand Stanford Hong Kong, connecting the delegation with local representatives from the food & beverage, hospitality, and food logistics sectors. Overall, the visit laid a solid foundation for future cooperation and closer ties between German confectionery expertise and Hong Kong’s evolving consumer landscape.

We thank all organisers, participants, and partners for their constructive engagement and look forward to developing the ideas and partnerships initiated during the visit.