Hong Kong Consumer Council

Dr Alaina Shum is the Chief Executive of the Hong Kong Consumer Council, a role she has held since August 2025. She leads a dedicated team in advocating for consumer rights and interests, with a strong emphasis on building resilient systems and innovative solutions, fostering effective collaboration and relationships with stakeholders while navigating an increasingly complex consumption landscape.

With over 30 years of diversified managerial experience spanning various sectors in Hong Kong and the Asia Pacific region, Dr Shum previously held senior leadership roles at the Vocational Training Council (VTC) and Airport Authority Hong Kong. Her career reflects a strong track record in strategic development, regulatory compliance, stakeholder engagement, with particular expertise in Mainland and international affairs. Her experience in forging strategic partnerships with global organisations, Government departments and industry stakeholders provides a strong foundation for advancing consumer empowerment on a global scale.

Dr Shum holds Bachelor’s, Master’s and Executive Doctoral degrees in the field of business administration from the University of Toronto, the University of Sydney, and HEC Liège – Executive Education, Belgium respectively. She is currently a Chartered Fellow of The Chartered Institute of Logistics and Transport in Hong Kong

The Consumer Council is a statutory body established in 1974. The Council has a long record of empowering consumers through dissemination of independent and impartial information. This is achieved through seven consumer advice centers and the publication of a monthly consumer magazine published in Chinese – CHOICE. Consumer education, advocating a fair marketplace, strengthening consumer rights and promoting sustainable consumption form an integral part of the Council's strategy. The Council has also stepped up collaboration with its Mainland counterparts, in particular China Consumers’ Association, and has developed a dedicated website for Mainland visitors.