AdminTealive and Foodie Media Berhad have marked a milestone in Malaysia’s evolving digital commerce landscape by successfully co-organising the country’s first large-scale e-voucher livestream sales campaign on TikTok Shop. Held on 28 January 2026, the initiative followed more than a year of strategic planning between the Southeast Asian lifestyle tea brand and the lifestyle-focused digital publisher.
Named the OG Big Bang Livestream, the 12-hour broadcast adopted a carnival-style, studio-based format that blended entertainment, influencer-led engagement and real-time purchasing. The campaign introduced a new e-voucher sales model on TikTok Shop, signalling how social platforms are increasingly being used to convert audience attention directly into transactions.
All-star creators drive sustained engagement
The livestream featured Tealive’s most extensive collaboration with Super Creators to date. Alongside Loob Holding founder and chief executive officer Bryan Loo Woi Lip and Foodie Media co-founder and chief executive officer Nicholas Lim Pinn Yang, the line-up included Hungry Sam, LengYein, Tan Siew Siang (Uncle Siang), Ariz Lufias, Aireenasfj and Bella Zahir.
The diversity of personalities enabled Tealive to connect with a broad cross-section of Malaysian consumers while maintaining momentum throughout the all-day broadcast. The initiative also positioned Tealive as the first beverage brand in Malaysia to conduct large-scale e-voucher sales via TikTok Shop livestreaming.
Commenting on the achievement, Loo said: “The Tealive OG Big Bang Livestream represents a major milestone for us as we continue to evolve how we engage consumers through digital-first experiences. As our first-ever e-voucher livestream on TikTok Shop, this initiative reflects months of close collaboration with Foodie and TikTok Shop to create something truly new for the market.”
Closing the loop between content and conversion
Foodie Media played a central role in strategic planning and execution, aligning brand storytelling with platform-native purchasing behaviour. According to Pinn Yang, livestream commerce offers solutions to long-standing challenges in digital conversion.
“We’ve been thinking about this for a long time, especially after seeing how China has successfully integrated F&B and tourism with content and livestream commerce to help brands sell online. Redemption has always been a challenge in this space, but we believe TikTok Shop can change that,” he said.
“By enabling viewers to instantly purchase deals directly from our videos or livestreams, we’re closing the loop between content, creators and conversion,” he added.
Exclusive deals showcase online-to-offline potential
A key highlight was the OG Bang Bang e-voucher, available only during the livestream, offering Buy 1 Free 1 and Buy 3 Free 2 deals. Issued as shareable barcodes, the vouchers can be redeemed at more than 800 Tealive outlets nationwide, creating a seamless online-to-offline experience.
The campaign also introduced Tealive’s new Joy Box range and limited-edition livestream-only offers. Recording hundreds of thousands of ringgit in sales value, the OG Big Bang Livestream underscored the commercial viability of livestream-driven e-voucher sales and provided a blueprint for future social commerce initiatives in Malaysia.
Jimmy Tan
Add comment