On 20 August 2026, the Khon Kaen Business School (KKBS) at Khon Kaen University hosted a hybrid workshop entitled “Enhancing the Competitiveness of ASEAN SMEs in the Hong Kong Market via Digital Platforms,” in collaboration with the Office of Small and Medium Enterprises Promotion (OSMEP) and the Centre for Entrepreneur Development and Research (CEDAR), Malaysia. Held at the Jubilee Prestige Hotel Ratchadapisek, Bangkok, and accessible online, the event gathered small and medium-sized enterprises (SMEs) from Thailand and ASEAN member states to build international marketing capabilities, leverage digital platforms, and prepare for expansion into Hong Kong and global markets.
The event brought together key institutional leaders and cross-border trade experts to support regional business growth. Mr. Witawat Lamsam, Assistant Director of the Office of Small and Medium Enterprises Promotion and Acting Director of the International Cooperation Department, explained that OSMEP is actively driving SMEs across all 11 ASEAN nations into the Hong Kong and Chinese markets under the ASEAN–Hong Kong Free Trade Agreement (AHKFTA). The initiative positions Hong Kong as a strategic gateway into China’s Guangdong–Hong Kong–Macao Greater Bay Area (GBA)—a high-potential market offering access to wider international trade networks.
Hong Kong offers considerable commercial potential for SMEs, importing approximately 90% of the goods it consumes. According to 2025 trade data, Thai products accounted for 58.4% of total imports, valued at 11 billion USD, with fresh and processed food products performing particularly strongly. Thai products continue to enjoy high brand recognition and consumer trust across Hong Kong and mainland China. To capitalise on this, the initiative focuses on three core dimensions: upgrading product standards to meet Hong Kong and Chinese regulatory requirements, accurately translating product information and ingredient labels into Chinese, and onboarding SMEs onto premier e-commerce platforms such as JD.com, Tmall, and Taobao to reduce reliance on traditional trade intermediaries. OSMEP also serves as the primary host for the “ASEAN Access” portal and the “ASEAN Access LEARN” platform, providing continuous online educational resources through a joint effort between government agencies, the private sector, and higher education institutions.
As a primary co-organiser, Khon Kaen University plays a central role in delivering academic and technical expertise for regional business development. Assistant Professor Pongsutti Phuensane, Ph.D., Dean of the Faculty of Business Administration and Accountancy, highlighted that the university received funding under the ASEAN–Hong Kong FTA Economic Cooperation (ECP) Work Programme to enhance SME competitiveness over a one-year project period. Operating with Thailand as the hub, the project connects entrepreneurs across all 11 ASEAN member states through the “ASEAN Access LEARN” and “ASEAN Access MATCH” platforms, alongside hybrid workshops. A major highlight of the programme is a Business Matching event scheduled for 28 August 2026, connecting SMEs with over 10 major distributors and buyers from Hong Kong.
Assistant Professor Phuensane noted that while SMEs possess high-quality products, they often encounter challenges in digital marketing, platform navigation, and international networking. He stressed that the initiative encourages business owners to expand their focus from a domestic market of 70 million people to a global market of billions, using Hong Kong as a strategic springboard. Assistant Professor Phuensane also stressed that modern business owners must look beyond language barriers by adopting translation software and AI tools while embracing a global mindset where international markets in Hong Kong, China, Europe, and the Americas are fully accessible.
This collaboration reflects Khon Kaen Business School’s vision of bridging academic knowledge and real-world commercial practice. By connecting academia, government agencies, and international trade networks, Khon Kaen University continues to advance its strategy of fostering digital transformation, sustainable economic growth, and global competitiveness for local and regional entrepreneurs.
