Global retail giant Wellcome is set to disrupt the local e-commerce landscape with the debut of its first-ever “Live Shopping Festival.” Taking place over three consecutive nights from March 24 to March 26, the event promises to combine entertainment with aggressive discounting. In a strategic move to engage younger, tech-savvy consumers, the supermarket chain has recruited a star-studded lineup of local influencers to host the sessions across Facebook and Instagram. The campaign features a headline-grabbing “$1 Crazy Buy” promotion, offering high-end items like A5 Wagyu beef and King Crab legs for just one dollar.
Star-Studded Hosting Lineup
To ensure a high-energy “shoppertainment” experience, Wellcome has curated a diverse team of hosts, each bringing their own specialty to the digital stage.
- Night One (March 24): Brian Siswojo (廿四味), known for his “Dope” street-style persona, will lead the session by showcasing premium fresh produce. Highlights include air-flown Monthong durians from Thailand, targeting fruit enthusiasts with competitive “Live-only” pricing.
- Night Two (March 25): Food industry veteran Uncle K takes the helm to curate a selection of luxury proteins. His session focuses on gourmet seafood and meats, specifically the prized melt-in-your-mouth Japanese A5 Wagyu and succulent Hokkaido King Crab legs.
- Night Three (March 26): In a high-energy finale, popular comedian Dong Fang Sing teams up with professional sommelier Anty Fung. This duo will pair humor with expertise, recommending high-value wines and Japanese snacks.
Strategies for the $1 Flash Sales
The centerpiece of the festival involves limited-time flash sales where nearly 100 popular products will be slashed to significant discount rates. Most notably, the “Firm Goods for $1” (堅貨) segments will occur at unannounced intervals throughout each broadcast. Viewers are advised to maintain a steady internet connection and stay engaged for the full 90-minute duration to catch these lightning deals.
Beyond the individual product discounts, Wellcome is incentivizing viewers with interactive games. The supermarket has committed to giving away a total of $7,500 in electronic cash vouchers across the three nights. Furthermore, to facilitate the transition from viewing to receiving, customers who spend $399 or more on featured products via the Wellcome app during the event will qualify for free doorstep delivery.
Digital Evolution in Grocery Retail
This move by Wellcome represents a significant shift in how traditional supermarkets in Hong Kong are approaching digital sales. By leveraging the charisma of influencers like Dong Fang Sing and the real-time urgency of live streaming, the brand aims to tap into the “buy-now” impulse that has seen massive success in other regional markets.
Event Details:
- Dates: March 24 – March 26, 2026
- Time: 8:00 PM – 9:30 PM (HKT)
- Platforms: Official Wellcome Facebook and Instagram pages.
For local shoppers looking to maximize their grocery budgets, this event offers a rare opportunity to secure premium pantry staples and luxury ingredients at symbolic price points. It is highly recommended to download the Wellcome mobile app and register for an account in advance to ensure a faster checkout process during the high-traffic flash sales.