2-hour activation reflects shared push into digital-first consumer engagement
KUALA LUMPUR, 5 February 2026 – Tealive, Southeast Asia’s leading lifestyle tea brand, and Foodie Media Berhad, Malaysia’s leading lifestyle-focused digital publisher, have achieved a significant milestone in the nation’s digital commerce by successfully co-organising its first e-voucher livestream sales campaign on TikTok Shop on 28 January 2026 after over a year of strategic planning.
Named the “OG Big Bang Livestream,” the campaign offered a carnival-style, all-day studio experience that combined entertainment, influencer engagement, and real-time purchasing to introduce a new e-voucher sales model on TikTok Shop.
The 12-hour livestream featured a curated lineup of creators, personalities, and brand leaders, representing Tealive’s most extensive collaboration with Super Creators to date. Alongside Loob Holding Founder and CEO Bryan Loo Woi Lip and Foodie Media Co-founder and CEO Nicholas Lim Pinn Yang, the All-Star lineup included Hungry Sam, LengYein, Tan Siew Siang (Uncle Siang), Ariz Lufias, Aireenasfj, and Bella Zahir. Their diversity enabled Tealive to connect authentically with a broad Malaysian audience and maintain engagement throughout the broadcast.
This initiative makes Tealive the first beverage brand in Malaysia to conduct large-scale e-voucher sales through TikTok Shop livestreaming, highlighting a shift in how brands convert attention into measurable transactions within social commerce.
Commenting on the milestone, 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.”
“By combining an all-star creator lineup, a 12-hour carnival-style livestream, and exclusive e-voucher offerings, we brought the Tealive experience to life in an engaging, accessible, and distinctly Malaysian way,” he shared.
“Looking ahead, this signals how livestream commerce can shape the future of the F&B industry by creating new opportunities for brands to drive growth, deepen consumer connections, and stay relevant in an increasingly digital-first landscape,” he added.
Foodie Media supported strategic planning and execution of the livestream commerce mechanics, bridging brand storytelling with platform-native purchasing behaviour.
According to Pinn Yang, the campaign demonstrated how livestream commerce could address persistent 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.
“Through the case study we did with Tealive, we see this as a strong showcase of what’s possible for both the industry and brands. By enabling viewers to instantly purchase deals directly from our videos or livestreams, we’re closing the loop between content, creators and conversion,” he said.
A key highlight of the livestream was the OG Bang Bang E-Voucher, available exclusively during the broadcast. Viewers can enjoy Buy 1 Free 1 and Buy 3 Free 2 deals on Tealive’s OG Bang Bang Mousse series, with e-vouchers issued as barcodes that can be shared and redeemed at over 800 Tealive outlets nationwide, providing a seamless online-to-offline redemption experience.
The OG Bang Bang drink features chewy pearls, Tealive’s signature brown sugar with a distinctive aroma and visible glaze, and a light mousse with a hint of Da Hong Pao. It is served in a biodegradable clear cup, reinforcing Tealive’s commitment to eco-friendly packaging.
In addition to e-vouchers, the livestream introduced Tealive’s new Joy Box, featuring Milk Tea, Coffee, and Coco variants, each bundled with a randomly packed premium tumbler. Limited-edition drops and livestream-only deals demonstrated how time-bound offers can be effectively integrated into social commerce.
The OG Big Bang Livestream recorded strong engagement and response, generating hundreds of thousands in sales value, underscoring the commercial viability of livestream-driven e-voucher sales.
Tealive stated that the OG Big Bang Livestream provides a blueprint for future social commerce, showing how brands can effectively integrate content, creators, and commerce to achieve measurable results. The activation’s success highlights Tealive and Foodie’s shared commitment to developing livestream-driven commerce, as both continue to pursue scalable digital-first strategies to engage consumers on platforms like TikTok Shop.
