Alaina Shum Jiu-fai

Alaina Shum Jiu-fai serves as the Chief Executive of the Consumer Council in Hong Kong, a prominent consumer watchdog organization. She is currently newsworthy due to her involvement in addressing consumer complaints and advocating for consumer rights. Recently, Shum Jiu-fai has been vocal regarding the over 160 complaints filed following the rescheduling of a Mayday concert in Hong Kong. She urged the concert organizer to respond promptly to the frustrated fans, highlighting the council's role in mediating such disputes. Her position makes her a key figure in consumer protection, and her public statements reflect the council's efforts to ensure fair practices and timely resolutions for consumers facing issues with event organizers and other service providers. The Consumer Council, under her leadership, also recently released findings on the significant variations in cooling efficiency among top-rated air conditioner models, demonstrating their ongoing commitment to informing the public about product performance and value.