Tealive and Foodie Media Berhad have made a major leap in Malaysia’s digital commerce landscape by co-organising the country’s first large-scale e-voucher livestream sales campaign on TikTok Shop.
Held on 28 January 2026, the 12-hour activation — known as the “OG Big Bang Livestream” — marks a new chapter in how brands blend entertainment, creators, and real-time transactions in the social commerce era.
The campaign was the result of more than a year of strategic planning between Tealive, Southeast Asia’s leading lifestyle tea brand, and Foodie Media, Malaysia’s top lifestyle-focused digital publisher.
Designed as a carnival-style studio experience, the livestream combined high-energy hosting, influencer appearances, and exclusive deals to introduce a fresh e-voucher sales model on TikTok Shop.
A 12-Hour Creator-Powered Showcase
One of the key strengths of the OG Big Bang Livestream was its All-Star creator lineup, making it Tealive’s most extensive Super Creator collaboration to date.
The broadcast featured Loob Holding Founder and CEO Bryan Loo Woi Lip and Foodie Media Co-founder and CEO Nicholas Lim Pinn Yang, alongside popular personalities such as Hungry Sam, LengYein, Tan Siew Siang (Uncle Siang), Ariz Lufias, Aireenasfj, and Bella Zahir.
This diverse mix of creators enabled Tealive to connect with a wide spectrum of Malaysian audiences, keeping engagement high throughout the 12-hour session. The format proved how personality-driven content can hold attention while seamlessly driving purchasing behaviour in real time.
Importantly, this initiative positions Tealive as the first beverage brand in Malaysia to conduct large-scale e-voucher sales via TikTok Shop livestreaming — a milestone that reflects how brands are evolving from traditional promotions to platform-native social commerce strategies.
Turning Attention into Transactions
Bryan Loo described the campaign as a major step in Tealive’s digital journey. As the brand’s first e-voucher livestream on TikTok Shop, the activation demonstrated how months of collaboration with Foodie and TikTok Shop helped shape a new consumer engagement model.
By merging an all-star creator lineup, a festival-like studio setup, and livestream-exclusive vouchers, Tealive recreated its in-store excitement in a digital environment that felt both accessible and uniquely Malaysian. Loo also highlighted how livestream commerce could reshape the F&B industry by opening new growth channels, strengthening consumer relationships, and helping brands remain relevant in a digital-first world.
Foodie Media played a central role in bridging storytelling and commerce mechanics. According to Nicholas Lim Pinn Yang, livestream commerce helps address long-standing digital conversion challenges.
Inspired by how China integrates F&B, tourism, and content through livestream selling, the Tealive case study demonstrated how viewers can instantly purchase deals directly within videos or livestreams — effectively closing the gap between content, creators, and conversion.
Exclusive Deals and Seamless Redemption
A major draw of the campaign was the OG Bang Bang E-Voucher, available only during the livestream. Viewers could purchase Buy 1 Free 1 and Buy 3 Free 2 deals for Tealive’s OG Bang Bang Mousse series. These vouchers were issued as shareable barcodes and redeemable at over 800 Tealive outlets nationwide, ensuring a smooth online-to-offline experience.
The OG Bang Bang drink itself features chewy pearls, Tealive’s signature brown sugar syrup with a rich glaze, and a light mousse infused with a hint of Da Hong Pao. Served in biodegradable clear cups, it also reinforces Tealive’s push toward more eco-friendly packaging.
Beyond beverages, the livestream also introduced the Tealive Joy Box, available in Milk Tea, Coffee, and Coco variants. Each box included a randomly packed premium tumbler, while limited-edition drops and livestream-only deals showcased how urgency and exclusivity can drive sales in social commerce settings.
A Blueprint for Future Social Commerce
The OG Big Bang Livestream delivered strong engagement and generated hundreds of thousands in sales value, proving the commercial viability of livestream-driven e-voucher campaigns. More than just a one-off event, the activation now serves as a blueprint for future social commerce initiatives in Malaysia.
By successfully integrating content, creators, and commerce into one cohesive experience, Tealive and Foodie have demonstrated how brands can move beyond awareness and directly achieve measurable sales outcomes.
As both companies continue developing scalable digital-first strategies, this milestone signals a broader shift in how Malaysian consumers discover, engage with, and purchase F&B products in the social media age.
Keywords :
- Tealive e-voucher livestream,
- TikTok Shop Malaysia,
- Tealive OG Big Bang,
- Foodie Media Malaysia,
- livestream commerce Malaysia,
- Tealive promotion 2026
