Much like Black Friday in Western markets, Singles' Day, also known as ‘Double 11’, has become one of Asia's biggest annual shopping events. Held on 11 November, the event originated as Singles’ Day, an informal celebration in which single people marked their independence by buying themselves gifts and attending social gatherings. What began as an informal celebration of single life was transformed into an online shopping festival by Alibaba in 2009. 

Since then, it has grown into a major retail event, with promotions now stretching across several weeks and extending beyond e-commerce into physical stores. In 2025, China’s Double 11 shopping festival generated an estimated RMB1.7 trillion, or USD240 billion, in online sales across the promotional period, according to Syntun. For shoppers, it offers discounts, exclusive products and new shopping experiences. For retailers and suppliers, it creates opportunities to drive sales, launch products and reach new customers, making it an important fixture in Asia's retail calendar. 

This article explores how retailers across Asia are expanding Double 11 through omnichannel experiences, product launches, loyalty incentives and rapid-delivery services. 

JD.com brings Double 11 to life with an omnichannel hotpot experience 

On 6 November, JD.com launched its ‘Double 11 Surprise Day’ event, offering shoppers bundled deals on hotpot ingredients, soup bases and seasonings. To make shopping more entertaining, the retailer introduced lucky draws with selected purchases and a separate auction of fresh foods starting at just CNY1 (USD$0.15). The campaign also extended offline, with hotpot tasting events across ten Chinese cities. 

Rather than relying solely on individual product discounts, JD.com connected its Double 11 campaign with the start of winter, when demand for hotpot ingredients typically increases in China. This highlights how retailers and suppliers can make the most of major shopping festivals by promoting products that align with seasonal demand. Combining seasonally relevant offers with physical experiences can encourage shoppers to explore complementary products and purchase across multiple categories. 

Double 11 becomes a launchpad for food innovation 

Double 11 is increasingly being used to introduce new food products in Asia. In China, Tmall partnered with food supplier Zhejiang Muhua to launch a mixed durian selection containing varieties sourced from Malaysia, Thailand and Vietnam. Other new products showcased included Canadian Arctic clams and Icelandic salmon. 

In Hong Kong, JD.com's Kai Bo supermarket is also using its Double 11 campaign to showcase newly introduced private-label products from 7FRESH, JD.com's grocery retail brand. These include milk, pork buns and lamb skewers, alongside products developed specifically for Hong Kong shoppers, such as jasmine rice, soy sauce and instant noodles. 

Double 11 gives suppliers a high-visibility environment in which to test new products, encourage trial and collect early indicators of consumer demand. Distinctive flavours, clear provenance stories and product sampling can help brands differentiate new launches, encourage trial and gather early feedback on consumer demand. 

Exclusive deals give loyalty programmes a Double 11 boost 

In Hong Kong, PARKnSHOP launched a two-day Double 11 flash sale on 6–7 November, offering shoppers 12% off when spending HK$150 or more in-store, alongside online discounts. The promotion was initially exclusive to selected members before opening to all shoppers. By giving members early access and making the promotion available across its store network, PARKnSHOP is using a traditionally online-led festival to increase store visits and reinforce the value of membership.

 In Taiwan, 7-Eleven launched a Double 11 coffee promotion through its OPENPOINT app, allowing customers to purchase 22 drinks for the price of 11 and redeem them over time. By linking the promotion to its digital loyalty platform, 7-Eleven can secure future visits and maintain customer engagement after the festival ends. 

Double 11 supports international food and cultural promotion  

South Korea is using major shopping festivals to promote its seafood exports and build awareness of Korean food culture internationally. Now in its tenth year, the annual K-Seafood Global Weeks campaign runs from 7 to 28 November 2026, across 17 countries. Timed to coincide with China's Double 11 and the US Black Friday shopping season, the campaign promotes products such as seaweed and fish cakes through online channels, alongside offline promotional activities delivered in partnership with retailers including Metro Mart in China and LEE Mart in Singapore. 

This year, the campaign also involves hotels and restaurants across Vietnam, Taiwan and Indonesia, introducing Korean seafood through locally adapted menus and cooking demonstrations. The initiative demonstrates how shopping festivals can be used not only to generate short-term sales, but also to support export development and build long-term awareness of a country’s food culture.  

Shopee brings Double 11 deals to everyday food purchases 

In Malaysia, Shopee is expanding its ‘11.11 Big Sale’ beyond traditional online shopping to include food delivery and instant grocery services. The campaign features selected MYR1 (USD0.25) food deals from brands including  Mixue, McDonald's and Pizza Hut. Shopee is also promoting its Buy Today, Get Today service, through which selected orders in the Klang Valley can be delivered in as little as one hour.  

By extending Double 11 promotions into food delivery and everyday groceries, Shopee is turning a traditionally discount-driven shopping festival into an opportunity to encourage more frequent purchases. Combining entry-price deals with faster fulfilment could attract new users, encourage trial of Shopee’s instant retail services and convert festival-driven demand into more frequent everyday purchases. 

The examples across Asia show that Double 11 is evolving beyond a short-term online discount event. Retailers are using the festival to connect digital promotions with physical experiences, introduce new products, demonstrate faster fulfilment and give shoppers additional reasons to engage with their loyalty platforms. For suppliers, the event provides a high-visibility environment in which to test innovation, communicate product provenance and reach consumers through locally relevant partnerships. Future success will depend not only on offering the deepest discounts, but on using the festival to encourage product discovery, capture customer data and turn one-off promotional demand into longer-term shopping habits.