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.
As part of the programme, a colleague from our team delivered an introductory briefing session at The Mira Hong Kong, providing insights into local consumer behaviour, retail structures, and market entry strategies.
The visit concluded with a networking luncheon organised and hosted by our team at the InterContinental Grand Stanford Hong Kong, connecting the delegation with local representatives from the food & beverage, hospitality, and food logistics sectors from our network. Overall, the visit laid a solid foundation for future cooperation and closer ties between German confectionery expertise and Hong Kong’s evolving consumer landscape.
