Tealive rides on 12-hour 'OG big bang livestream' to drive eVoucher sales

Tealive and Foodie Media have marked a milestone with the launch of the “OG big bang livestream”, dubbed its first large-scale eVoucher livestream sales activation on TikTok Shop.

Held on 28 January 2026 after more than a year of planning, the 12-hour livestream signalled a new approach by the local beverage chain to convert attention into transactions, blending entertainment, influencer-led content, and real-time purchasing into a single, platform-native experience.

Designed as an all-day, carnival-style studio broadcast, the “OG big bang livestream” featured Tealive’s most extensive collaboration with Super Creators to date. The lineup included Loob Holding founder and CEO Bryan Loo Woi Lip, Foodie Media co-founder and CEO Nicholas Lim Pinn Yang, alongside creators such as Hungry Sam, LengYein, Tan Siew Siang (Uncle Siang), Ariz Lufias, Aireenasfj, and Bella Zahir. Together, they helped sustain engagement across a broad Malaysian audience throughout the 12-hour activation.

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The brand shared in a statement, that the initiative positions Tealive as the first beverage brand in Malaysia to execute large-scale eVoucher sales via TikTok Shop livestreaming, reflecting a broader shift towards social-first commerce models that prioritise immediacy, creator trust, and seamless conversion.

Commenting on the campaign, Loo said the activation marked a significant step in Tealive’s digital evolution. As its first-ever eVoucher livestream on TikTok Shop, he noted that the campaign was the result of close collaboration with Foodie and the platform itself, aimed at introducing something new to the local market. “By combining an all-star creator lineup, a 12-hour carnival-style livestream, and exclusive eVoucher offerings, we brought the Tealive experience to life in an engaging, accessible, and distinctly Malaysian way,” he shared.

Loo also added that looking ahead, the results of the initiative signalled 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.

Foodie Media supported the 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 help address long-standing challenges around online redemption.

Drawing from observations of China’s livestream-driven F&B and tourism ecosystems, he said TikTok Shop offers a way to close the loop between content, creators, and conversion by allowing viewers to purchase deals instantly within videos or livestreams. “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 explained.

A key highlight of the activation was the 'OG bang bang' eVoucher, available exclusively during the livestream. The deal offered 'Buy 1 free 1' and 'Buy 3 free 2' promotions on Tealive’s 'OG bang bang mousse' series, with vouchers issued as shareable barcodes redeemable at more than 800 Tealive outlets nationwide, enabling a seamless online-to-offline experience. Beyond eVouchers, the livestream also introduced Tealive’s new 'Joy box', featuring a bundle of tumblers, limited-edition drops and livestream-only offers.

According to Tealive, the “OG big bang livestream” attracted over 200,000 views, delivered six-digits in gross merchandise value (GMV), and sold over 4,000 items in a reflection of conversions. At its peak, the livestream had also achieved a 21.93% click-to-order rate (CTOR).

How livestreaming is taking off closer to home

As live commerce gains traction in Southeast Asia, Singapore's DBS Bank launched the “SG60: Transforming businesses for the future” mega livestream, which ran in conjunction with Singapore’s 60th birthday. The event spotlighted 60 homegrown brands including five DBS Foundation grantees and saw over 600 products showcased across 60 continuous hours, making it the longest live-selling stream in Southeast Asia to date. 

To drive awareness and on-ground buzz, DBS also deployed a roving SG60 SME Banking truck across key commercial zones during the three-day campaign. The truck, executed by Hearts & Science Singapore, served as a mobile activation unit encouraging participation from SME owners and working professionals.

Back in Malaysia, in a first for Proton’s renewable energy arm PRO-NET, bookings for the Proton e.MAS 5 were launched live on TikTok and Facebook, turning what is usually a closed-door media announcement into an interactive, nationwide event. The livestream allowed Malaysians to experience the debut of the country’s most affordable electric vehicle in real time, with hosts and motoring influencers engaging directly with viewers.

It also featured relatable personalities such as Boss James and Noreen, alongside motoring key opinion leaders (KOLs) including Nazz Abdullah, Amin Ashaari, and Alex Wong, culminating in the official pricing and early-bird package announcement.

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