#Japan #Tokyo #S Holdings #Tsubame Channel #P&G Products

S Holdings' Tsubame Channel Breaks Records in Live Commerce

S Holdings, located in Shinagawa, Tokyo, is making waves in the live commerce scene with its Tsubame Channel on TikTok. On May 26, 2026, they held a special event called 'P&G Brand Day,' showcasing popular household products from P&G. Impressively, within just 10 minutes of broadcasting, the sales event saw over 2,000 items completely sell out.

Why This Event Was Special

Household products are essential in our daily lives, attracting a broad range of consumers. This was precisely why the P&G Brand Day was strategically planned. The event featured an array of highly sought-after P&G products, crafted to cater to the diverse needs of the audience.

Thanks to the live format, viewers experienced real-time product demonstrations, while exclusive promotional offers captivated their interest. The strategy of providing an engaging shopping experience attracted a flurry of orders right from the start. The fast-paced sellout not only highlighted the channel's reach but also underscored the strong demand for everyday essentials through live commerce.

Featured Products During the Event

The successful live stream included several well-regarded items:

• - Sarasa: Laundry detergent and fabric softener.
• - Bold Gel Balls 4D: A detergent that enhances washing efficiency.
• - JOY: A household dish detergent.
• - Febreze: A spray for deodorizing and disinfecting.
• - Additionally, many other frequently used daily products were featured, contributing to the sales success.

Future Directions for Tsubame Channel

Following the extraordinary outcomes of this event, Tsubame Channel has reaffirmed the robust demand for household product categories in live commerce. Moving forward, the company aims to expand its product lineup, ensuring that customer needs are continuously met. The goal is to deliver an immersive shopping experience that can only be offered through live broadcasting.

About Tsubame Channel

As one of the leading channels in Japan's TikTok live commerce sphere, Tsubame Channel stands out for its impressive sales track records. Managed by S-LIVE JAPAN, the channel combines creativity, production excellence, and sales strategies to create impactful live streams. It has proudly held the top spot in TikTok Shop's monthly star rankings for seven consecutive months, illustrating its significant influence.

Covering a broad spectrum from beauty products and Korean cosmetics to their in-house apparel brand, ABITOKYO, Tsubame Channel is committed to community revitalization. Engaging in “regional revival projects” with local governments, they achieved over 40 million yen in sales within just two days in collaborations across various prefectures.

In recent times, S Holdings has strengthened ties with Korean manufacturers, allowing for live broadcasts from Korea and exclusive sales in Japan's local commerce market. For instance, their efforts resulted in sales exceeding 100 million yen during a 3-day live broadcast from Korea, underlining their growing economic impact.

S-LIVE JAPAN: Live Commerce Specialist Team

S-LIVE JAPAN is the backbone of TikTok live commerce, comprising talented live broadcasters who manage multiple channels, including Tsubame Channel. As a recognized TikTok Creator Agency Partner (CAP), S-LIVE JAPAN facilitates promotional campaigns and collaborations between creators and brands, enhancing the potential of live commerce on the platform.

The Tsubame Channel continues to dominate, achieving the number one spot in TikTok Shop's monthly GMV rankings for six consecutive months from November 2025 to April 2026. Its expert use of data analytics for stream design and brand collaborations has set a benchmark in sales performance.

For more updates and to experience this new form of shopping, check out the Tsubame Channel on TikTok.

Company Overview

Company Name: S Holdings, Inc.
Location: 3-5-11 Kamiosaki, Shinagawa, Tokyo, Japan
CEO: Enyonjin
Established: May 14, 2012
Capital: 500 million yen
Business Areas: Live commerce operations, live broadcaster training, brand development, apparel services, AI, and IT systems development.
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