New Cross-Border Live Commerce Project to Launch in Southeast Asia by ENGAWA, BeeCruise, and Raccoon Commerce

A New Era of Cross-Border Commerce

ENGAWA Corporation, in collaboration with BeeCruise and Raccoon Commerce, is unveiling an innovative "Cross-Border Live Commerce Project" targeting the Southeast Asian market, set to launch in April 2026. This initiative aims to facilitate Japanese companies' access to consumers in this rapidly growing region by leveraging the power of live streaming.

Project Overview

The project intends to connect Japanese manufacturers with local consumers through engaging live broadcasts. This method not only showcases products but also creates a seamless shopping experience that connects viewing with purchasing through cross-border e-commerce (EC). The focus will be on Malaysia and the Philippines, utilizing the specialized expertise of the three companies involved.

Background and Objectives

In Southeast Asia, the concept of "entertainment-driven consumption" thrives, with influential key opinion leaders (KOLs) playing a crucial role in shaping purchasing decisions. However, many Japanese enterprises face significant hurdles when attempting to penetrate this market. They often lack the local insights necessary to communicate effectively with consumers and struggle to generate lasting attention, even when utilizing influencers. Moreover, they encounter challenges with attracting traffic and driving sales through cross-border EC platforms.

To tackle these issues, the three companies are pooling their strengths: Raccoon Commerce will handle product selection and manufacturer collaboration, BeeCruise will manage the logistics and operation of cross-border EC, while ENGAWA will focus on promotions and live streaming.

By incorporating ENGAWA's expertise in overseas communication, they aim to share compelling narratives about Japanese products in a context that resonates with local audiences. This initiative aims not only to expand awareness but also to cultivate lasting fans in the markets by fostering a deep understanding of the appeal of Japanese goods.

Roles of the Companies Involved

ENGAWA Corporation (Promotions & Live Streaming)

ENGAWA will take the lead in managing live streaming sessions featuring top local KOLs who have substantial influence in the Southeast Asian market. By harnessing popular platforms such as TikTok, they will plan and oversee live broadcasts, crafting promotional strategies that align with local trends to optimize consumer purchasing intent.

Raccoon Commerce (Product Selection & Manufacturer Collaboration)

Leveraging the network of its wholesale platform "Super Delivery," Raccoon Commerce will identify and negotiate products suitable for live commerce, particularly in the fashion sector (e.g., apparel, bags), thereby ensuring a smooth and effective deployment of the project.

Super Delivery
Raccoon Commerce

BeeCruise Corporation (Cross-Border EC Operations & Logistics)

BeeCruise is responsible for establishing and running the cross-border e-commerce site "Japan Premium Select". They will also manage logistics, including international shipping and customer support, vital to the operational success of the e-commerce aspect.

BeeCruise Official Site

This collaborative approach ensures that product selection, promotion, and sales are integrated seamlessly, maximizing revenue from live commerce.

Scheduled KOLs for the Initiative

1. mawarashid (Malaysia)
- Live Streaming Date: April 20, 2026, at 22:00 JST
- Category: Ladies' Apparel
- Instagram
2. Vianne (Philippines)
- Live Streaming Date: April 21, 2026 (tentative)
- Category: Ladies' Bags
- TikTok
3. Lipbite (Philippines)
- Live Streaming Date: April 23, 2026 (tentative)
- Category: Men's Apparel
- TikTok

Future Prospects

Drawing upon the insights gained from over a decade of experience in international influencer marketing, ENGAWA plans to develop live commerce strategies grounded in the interests and purchasing behaviors of local consumers. They aim to scale and enhance these efforts by collaborating with AnyMind Group, which provides marketing and e-commerce support across 15 countries and regions, further amplifying the efforts to assist Japanese companies in cross-border ventures.

Contact for Potential Collaborators

Companies interested in exploring opportunities to expand their market reach in Southeast Asia or leverage live commerce are encouraged to reach out at:
[email protected]

ENGAWA Corporation is committed to adeptly conveying the unique attributes of Japanese products to global audiences, continuously striving to create heartfelt connections between people from Japan and abroad. With over 50 years of experience since the inception of the English magazine "Tokyo Weekender,” ENGAWA specializes in KOL and influencer marketing, as well as curating exceptional Japanese goods through initiatives like OMOTENASHI Selection.
Find out more at ENGAWA.