Establishment of JAPAN Live Commerce Association Under CEO Yonjin En's Leadership

JAPAN Live Commerce Association Established

In a significant development for Japan's live commerce sector, S Holdings Co., led by CEO Yonjin En, has launched the Japan Live Commerce Association. This initiative aims to enhance the market's growth, foster sustainability, and help establish a globally competitive landscape for live commerce in Japan. With Yonjin En stepping in as the association's chairman, it's set to harness decades of experience and networking within the industry.

Background of Establishment

The rise of live commerce, which allows businesses to showcase and sell products through live streaming, has gained attention in recent years due to the evolution of consumer purchasing behaviors and social media platforms. However, Japan's live commerce market is still maturing and faces challenges, including a lack of know-how among businesses, nurturing of influencers (or 'libers'), and creating an effective educational environment across the sector.

S Holdings has made significant strides within live commerce, achieving monthly sales exceeding 500 million yen through its brand ABITOKYO and its live commerce initiatives. To elevate the industry as a whole, the Japan Live Commerce Association was conceived to create a positive cycle in which companies sell effectively, influencers thrive, and the industry grows.