Taobao Malaysia teams up with Foodie Media and W Talent to supercharge creator-commerce push

Taobao Malaysia has announced a strategic collaboration with Foodie Media and W Talent Academy, aiming to empower Malaysian content creators through the Taobao Affiliate Programme. The partnership is designed to expand opportunities for creators while driving cross-border e-commerce growth via short-form content and livestreaming.

The move comes as social commerce continues to influence Malaysian shopping behaviour, with categories like apparel, home accessories, sports gear, toys, and furniture increasingly shaped by content-led discovery. Malaysia remains one of Taobao’s key Southeast Asian markets, where demand for value-focused overseas products is strong and digital adoption continues to rise.

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Taobao Malaysia's country head Jess Lew (pictured middle) said the programme enables creators, from established influencers to micro-influencers and everyday shoppers to monetise content, while helping consumers shop with confidence. She added that the collaboration with Foodie Media and W Talent aims to recruit over 200 creators to produce engaging content, host interactive livestreams, and strengthen localized brand experiences, ultimately boosting confidence among both first-time and returning shoppers.

Meanwhile, Nicholas Lim Pinn Yang (pictured left), director and CEO of Foodie Media, highlighted that the partnership provides a pathway for more creators to unlock new earning potential. He said, “Leveraging our network of content creators and experience in developing commercially driven campaigns, Foodie Media will work closely with Taobao Malaysia to equip participants with content guidance and market insights.”

Lim Yeong Shen (pictured right), director of W Talent, added that the partnership equips creators with the knowledge, tools, and revenue opportunities to succeed in the growing creator-commerce space. "Banking on our expertise in talent development and campaign execution, we aim to empower Malaysian creators with the tools, knowledge, and revenue opportunities needed to succeed in creator-commerce."

The Taobao Affiliate Programme offers creators up to 30% commission per product, referral bonuses of up to RM26 per new user, and special incentives during mega sales like 11.11 and 12.12. Top performers may also gain access to exclusive experiences at Alibaba Group’s headquarters in Hangzhou.

In a past interview with A+M, Taobao Malaysia's Lew said that localisation has been central to the platform’s approach since 2018. “Malaysia is a market rich in diversity and cultural vibrancy. Our ‘Go lokal’ strategy reflects this by aligning Taobao’s experience with the preferences of local users,” she said in an exclusive conversation with A+M. 

Taobao’s social media strategy is another cornerstone of its localisation efforts, and local collaborations have also been key. The brand frequently works with micro-influencers and creators to share shopping hacks and festive inspirations during cultural moments like Ramadhan and Hari Raya. Offline events featuring these creators have generated strong engagement, helping to bridge the gap between online and offline brand experiences.

Separately, Foodie Media, which announced its plans to list on the ACE Market of Bursa Malaysia in June this year, had just launched its RM75 million listing on the ACE Market yesterday (13 November). The company launched its IPO priced at 30 sen per share, with hopes to raise RM41.4 million for the group, and another RM33.6 million for its existing shareholders. Applications for the IPO will close on 19 November, and listing has been scheduled for 28 November.

Foodie Media primarily operates in the digital media publishing, KOL marketing, short-film drama marketing, affiliate commerce, and campaign management spaces. It gains revenue from service fees, advertisement breaks, sponsorship fees, and affiliate income. For FY2024, the company reported a revenue of RM23.95 million, compared to its previous year's revenue of RM16.76 million.

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