Google brings Search Central Live to Hong Kong for international ecommerce focus

Google announced September 8, 2025, that Search Central Live Hong Kong 2025 will take place at The Mills Fabrica in Tsuen Wan. According to Cherry Prommawin and Gary Illyes from Search Relations, the event marks the first time the company's flagship search optimization conference will be conducted primarily in Chinese.

The October 31 event will focus on ecommerce SEO challenges specific to international market expansion. According to the announcement, Google speakers will "talk about Search and explore together the unique challenges and opportunities of optimizing your online stores for the international market."

The event targets website owners, digital marketing professionals, web developers, and SEO specialists involved in ecommerce operations. Registration requires fluency in Chinese, with confirmation emails sent by October 20, 2025. According to the event documentation, sessions will be conducted primarily in Traditional Chinese, with English-to-Mandarin interpretation services provided for English-speaking presenters.

Speaker lineup and technical focus

Four Google experts will present at the Hong Kong event. Cherry Prommawin and Gary Illyes, both Search Advocates, lead the speaker roster. Ian Hung serves as Search Ecosystem Consultant, while Vince Yue holds the position of Associate Principal, Trust & Safety Search.

The agenda covers multiple technical areas essential for ecommerce optimization. According to the event materials, presentations will examine how Google Search operates, with specific focus on crawling and indexing processes for ecommerce sites. Additional sessions will address AI integration with Google Search in 2025, content internationalization and localization strategies, search engine updates and content quality standards, and SEO myth-busting for common misconceptions.

Video search optimization and image traffic capture represent emerging areas receiving dedicated attention. The event will also cover using Google Trends for SEO purposes and troubleshooting techniques through Search Console.

The technical depth reflects Google's acknowledgment of ecommerce complexity in international markets. Crawling and indexing challenges become more complex when businesses operate across multiple countries with different languages, currencies, and regulatory requirements.

International ecommerce emphasis

The Hong Kong event distinguishes itself from other Search Central Live conferences through its specific international ecommerce focus. According to the event description, Google has designed the programming to address "optimizing your online stores for the international market."

This targeting aligns with Hong Kong's role as a gateway for businesses entering Chinese and broader Asian markets. The choice of Traditional Chinese as the primary language reflects the region's linguistic preferences while accommodating international business communication through interpretation services.

The ecommerce focus addresses growing complexity in cross-border digital commerce. According to previous PPC Land coverage, ecommerce businesses face increasing challenges in managing international campaigns across multiple platforms and languages.

Content internationalization and localization receive dedicated session time, reflecting the technical challenges businesses encounter when adapting content for different markets. These sessions will likely address hreflang implementation, currency handling, and cultural adaptation strategies for search optimization.

Event logistics and registration

The event takes place at The Mills Fabrica, located at 4/F, The Mills, 45 Pak Tin Par Street, Tsuen Wan, Hong Kong. Session timing runs from 3:00 PM to 10:30 PM on October 31, 2025.

Registration follows Google's standard selective process for Search Central Live events. According to the documentation, interested participants must express interest through the registration portal, with spots confirmed by October 20, 2025. The event maintains Google's free attendance policy, though participants must arrange their own travel and accommodation.

Language requirements specify fluency in Chinese as mandatory for attendance. According to the event note, "Fluency in Chinese (Mandarin) is a requirement for this event." English-speaking presentations will receive live interpretation services to Mandarin.

The event operates under Google's Event Community Guidelines and Anti-Harassment Policy. Attendance remains limited to registered participants, with no provisions for live streaming or recording.

Search Central Live expansion context

The Hong Kong announcement represents part of Google's broader Asia Pacific expansion strategy. According to the event blog post, Google is "not stopping there" and hints at upcoming events in "the land of tsukemen," suggesting future events in Japan.

This expansion follows successful Search Central Live events across multiple regions throughout 2024 and 2025. Recent PPC Land reporting documented the Mexico City event announcement for September 25, 2025, while earlier coverage detailed the first-ever New York City event on March 20, 2025.

The series has demonstrated consistent growth, with events documented returning to Bangkok after a five-year hiatus and new markets including Recife, Brazil for the first time.

Google's strategy involves tailoring content to regional business needs. The Hong Kong event's ecommerce focus reflects the region's role in international trade, while other markets receive programming adapted to local priorities.

Marketing community implications

The Chinese-language Search Central Live event signals Google's recognition of Chinese-speaking markets' importance in global ecommerce. For marketing professionals, this represents new opportunities to understand search optimization strategies specifically designed for international expansion.

The event timing in Q4 2025 positions attendees to implement learned strategies before year-end planning cycles. This timing aligns with typical SEO planning periods for businesses preparing international market entries or expansions.

Technical sessions on crawling and indexing provide insights particularly valuable for ecommerce businesses managing multiple country-specific domains or subdirectories. According to industry analysis on PPC Land, international campaign management represents one of the most complex challenges facing modern digital marketers.

The dedicated focus on AI integration with Google Search reflects the platform's ongoing development priorities. Marketing professionals attending will gain insights into how artificial intelligence affects search optimization strategies for ecommerce sites.

Content quality discussions become particularly relevant as Google continues refining its algorithm priorities. The myth-busting sessions address common misconceptions that can hinder international ecommerce SEO effectiveness.

Technical infrastructure requirements

The event's focus on international ecommerce optimization addresses complex technical challenges businesses face when expanding across borders. Crawling and indexing sessions will likely examine how Google handles multiple language versions, currency displays, and region-specific content variations.

Internationalization discussions typically cover hreflang attribute implementation, URL structure decisions for international sites, and content duplication concerns across language versions. These technical considerations become critical when businesses attempt to rank effectively in multiple markets simultaneously.

The video search optimization component reflects growing importance of visual content in ecommerce marketing. According to recent PPC Land coverage, Google has updated its video SEO documentation to provide clearer guidance on technical requirements and indexing criteria.

Image traffic capture strategies address the significant opportunity ecommerce businesses often overlook. Visual search functionality continues expanding, making image optimization increasingly important for product discovery.

Registration and participation details

The registration process begins immediately following the September 8 announcement. According to the event materials, participants must register through the dedicated portal by October 13, 2025. Confirmation emails will be distributed by October 20, providing attending logistics and venue details.

The selective nature of Search Central Live events means registration does not guarantee attendance. Google evaluates applications based on relevance to the target audience and available capacity. Priority typically goes to active website owners, SEO professionals, and developers working in the specified focus areas.

The free attendance policy maintains consistency with Google's global Search Central Live approach. While no registration fees apply, participants must arrange transportation, accommodation, and any required travel documentation independently.

Dietary restrictions and accessibility requirements can be declared during registration. The organizing team provides catering services and attempts to accommodate special needs when possible.

Industry context and future implications

The Hong Kong event represents Google's acknowledgment of Asia Pacific markets' growing importance in global ecommerce. Chinese-speaking regions represent significant economic opportunities for international businesses, making specialized search optimization knowledge increasingly valuable.

The international ecommerce focus aligns with broader industry trends toward cross-border commerce expansion. According to previous PPC Land analysis, Google has been developing specialized tools for ecommerce businesses, including brand profile management capabilities for select retailers.

The timing of technical AI integration discussions reflects rapid developments in search technology. Marketing professionals attending will gain insights into how artificial intelligence affects search strategies, potentially including recent developments in AI-powered search features and their implications for ecommerce optimization.

Future Search Central Live events in the region seem likely based on the announcement's suggestion of upcoming events. The success of the Hong Kong event could influence Google's decisions about expanding Chinese-language programming to additional markets.

Timeline

• September 8, 2025: Google announces Search Central Live Hong Kong 2025
• October 13, 2025: Registration deadline for expressing interest
• October 20, 2025: Confirmation emails sent to accepted participants
• October 31, 2025: Search Central Live Hong Kong event takes place
• March 20, 2025: Search Central Live debuts in New York City
• February 18-20, 2025: Search Central Live returns to Brazil with events in São Paulo and Recife 
• September 25, 2025: Search Central Live returns to Mexico City
• March 17, 2025: Google announces deeper, multi-day format for Search Central Live Asia Pacific 2025

Summary

Who: Google Search Relations team members Cherry Prommawin, Gary Illyes, Ian Hung, and Vince Yue will present to Chinese-speaking website owners, digital marketing professionals, web developers, and SEO specialists focused on ecommerce.

What: Search Central Live Hong Kong 2025, a technical conference covering Google Search optimization strategies specifically for international ecommerce operations, including crawling, indexing, AI integration, content internationalization, and SEO best practices.

When: October 31, 2025, from 3:00 PM to 10:30 PM, with registration deadline October 13 and confirmations by October 20, 2025.

Where: The Mills Fabrica, 4/F, The Mills, 45 Pak Tin Par Street, Tsuen Wan, Hong Kong, marking the first Chinese-language Search Central Live event in the region.

Why: To address the unique challenges and opportunities of optimizing online stores for international markets, reflecting Hong Kong's role as a gateway for businesses entering Chinese and broader Asian markets while providing specialized knowledge for cross-border ecommerce SEO strategies.