For Hong Kong SMEs, digital transformation often feels like an uphill battle. Limited resources, a shortage of talent, and intense overseas competition make it hard to scale effectively. In today’s business environment, whether B2B or B2C, a website or app is no longer optional—it is essential. These platforms serve as the face of the brand and the primary channel for reaching new customers and establishing credibility.
The challenge? Developing a high-quality, fully functional website or app that supports cross-border business often requires an investment of hundreds of thousands, if not millions, of dollars—beyond the reach of many SMEs.
To ease this burden, the Hong Kong government has enhanced the SME Export Marketing Fund (EMF), raising the cumulative funding ceiling to HK$1 million. The fund now covers a wide range of initiatives, including local and overseas exhibitions, digital marketing, and even website and app development. For SMEs, EMF is more than just financial assistance—it’s an opportunity to fast-track digital transformation and reach international markets.
This article explains how EMF can be applied to website and app development, and how a professional UX design company can help businesses turn funding into real business results.
What is the SME Export Marketing Fund (EMF)?
Administered by the Trade and Industry Department, the SME Export Marketing Fund (EMF) is designed to support Hong Kong enterprises in expanding overseas and boosting international competitiveness through digital infrastructure and marketing initiatives.
Funding Limits
Per project: Up to HK$100,000 or 50% of total project cost, whichever is lower.
Cumulative cap: Each company can receive up to HK$1 million in total.
Website & app projects: Funding for website and app-related activities is capped at 50% of the cumulative limit (i.e., HK$500,000).
Eligibility
Non-listed companies registered in Hong Kong with substantive business operations.
Shell companies or businesses operating mainly outside Hong Kong are not eligible.
A company and its related entities may not exceed the HK$1 million cumulative cap.
Applicants must engage an established IT company with a proven track record—freelancers are not accepted.
Each application can only cover one promotional activity.
Scope of Funded Activities
Local and overseas trade exhibitions
Online trade fairs
Business missions (physical or virtual)
Overseas trade publication advertisements
Digital promotion: SEO, keyword ads, website creation/optimization, app development
How EMF Supports Website Upgrades
A website is more than an online presence—it’s both the brand’s face and a critical sales conversion tool. EMF funding can play a key role in website upgrades in several ways:
Build a Professional Brand Website
Multilingual versions: Create English, Japanese, or other language versions to expand reach across markets.
International features: Add overseas contact forms, global payment options, and multi-currency displays to lower entry barriers for international customers.
Integrated Digital Marketing
SEO optimization: EMF covers long-term SEO investments in website content and structure. For example, a B2B industrial supplier could use SEO to gain visibility on Google and attract overseas buyers.
Keyword advertising: Beyond website upgrades, funding can also support Google Ads or social media advertising, creating a full “build + traffic” strategy.
UX / UI Enhancements
Clear information architecture: Help visitors quickly find product details, contact options, or quotation forms.
Seamless user experience: Faster load times and a responsive design ensure a smooth browsing experience across devices.
Conversion-driven design: Effective CTAs, simplified enquiry processes, and customer testimonials help boost conversions.
E-Commerce and B2B Features
B2C e-commerce: Build online stores with integrated payment and logistics systems.
B2B functionality: Add catalogue downloads, instant quotations, or CRM integration to enhance professionalism.
How EMF Supports App Development
Mobile apps have become an important way for businesses to maintain long-term engagement with customers. EMF gives SMEs the confidence to invest in app development and optimization.
Strengthen Engagement and Loyalty
Membership systems: Dedicated member zones, reward points, or discount coupons to encourage repeat purchases.
Push notifications: Send timely updates on promotions, new products, or events to stay visible.
Community features: Add feedback channels, forums, or user-sharing tools to build closer customer relationships.
Enable Cross-Border Sales
Multi-currency payment: Integrate AlipayHK, PayPal, Stripe, or other global payment gateways.
Logistics tracking: Allow overseas buyers to monitor orders in real time for greater transparency and trust.
Data and Continuous Improvement
User behavior analytics: Track click paths, retention, and time spent to understand customer needs.
Personalized recommendations: Deliver relevant product suggestions to increase conversions.
Ongoing updates: Funding can also be applied to app enhancements—such as smoother checkout flows or new modules—keeping the app aligned with market demand.
The Role of UX Design Companies
Access to EMF funding is only the first step; the real question is how to use it effectively. This is where a professional UX design company adds value—providing end-to-end support from planning to execution.
Strategic Planning and Consulting
Scope definition: Ensure projects align with EMF requirements and avoid rejection due to unclear scope.
Market-driven insights: Recommend features such as multilingual sites, SEO structures, or cross-border payment tailored to overseas markets.
Application support: Provide professional proposals and quotations to simplify the process.
Professional Execution
Compliant development: Work with companies that meet government standards and have proven track records.
High-quality delivery: Websites, e-commerce platforms, and apps are designed around user experience to drive real business results.
Cross-platform integration: Deliver consistent experiences across websites and apps.
Long-Term Value and Support
Ongoing optimization: UX partners continue improving websites and apps post-launch.
Integrated marketing: Combine design with SEO, advertising, and content marketing so businesses not only build digital assets, but also maximize their value.
Practical Tips for Applying to EMF
Get Your Documents Ready
Prepare all required documents—application form, business registration certificate, company filings (NAR1, NNC1, or Form 1a/1c), and ID copies. For initial disbursement, submit the funding agreement; for reimbursement, provide receipts, invoices, and contracts. Missing documents can delay or derail approval.
Define Your Project Clearly
Each application covers only one activity. Define “website upgrade” or “app development” as a standalone project, and highlight how it supports overseas expansion (e.g., multilingual functions, cross-border payment, international SEO).
Avoid Common Mistakes
Don’t hire freelancers—applications will be rejected. Avoid vague descriptions such as “website improvement.” Ensure the project includes overseas elements, as local-only projects rarely succeed.
Manage Time Wisely
Applications are processed on a first-come, first-served basis and take around 30 working days. Apply early, and allow buffer time to avoid disruptions if your project begins before approval.
Apply Strategically
Use EMF as part of a bigger digital growth plan. Combine “website/app upgrade + marketing” into one integrated project to maximize value. Treat EMF not as a one-off subsidy but as a stepping stone for long-term transformation.
Making the Most of EMF
For Hong Kong SMEs, the SME Export Marketing Fund (EMF) is more than a subsidy—it’s a chance to take digital transformation seriously. With EMF support, businesses can lower the cost of building or upgrading websites and apps while adding features that truly open doors to global markets.
By partnering with a UX design company, SMEs can align strategy, design, and promotion, turning websites and apps into long-term growth engines that build sustainable competitive advantage.
