#Japan #Tokyo #TikTok Shop #Material Links #KUSAI

Material Links and KUSAI: Transforming E-Commerce with TikTok Shop

In a groundbreaking collaboration, Material Links, a subsidiary of Material Group, has teamed up with KUSAI to harness the power of TikTok Shop for innovative promotional strategies. Based in Tokyo and led by CEO Momoko Kameyama, Material Links has successfully conceptualized and executed promotional campaigns that drive engagement and sales, particularly during live shopping events.

As part of this initiative, KUSAI launched its cosmetics series, BIONIA, during the inaugural TikTok Shop live shopping session on June 30, 2025. This premiere not only marked the introduction of the TikTok Shop platform in Japan but also showcased the appeal of the BIONIA line. Celebrity beauty expert IKKO and Kevin, CEO of Material Links and a noted beauty creator, co-hosted the event, highlighting product benefits and application techniques.

The live shopping segment was well-received, demonstrating substantial viewer interaction and leading to a complete sell-out of special price sets during the broadcast. This outcome underscores KUSAI's commitment to exploring new sales channels—transitioning from traditional television shopping to emerging platforms such as TikTok.

The promotional strategy focused on leveraging TikTok's unique features to optimize commerce-linked live streaming. By building a seamless shopping experience within the platform, viewers were able to discover, engage, and purchase products all in real time.

Material Links played a crucial role in this endeavor, providing comprehensive support that ranges from communication strategy development tailored to TikTok's platform characteristics to content creation, live streaming management, and advertising operations. With a growing emphasis on creator-led marketing, Material Links aims to expand its support for promotion strategies that employ TikTok Shop, influencer assignments, and live shopping implementations.

As the digital landscape continues to evolve, so do the strategies for engaging consumers. The integration of social commerce and e-commerce allows brands to create more personalized experiences that resonate with their audience. By fostering real-time connections, brands like KUSAI can effectively stimulate consumer interest and drive purchasing behavior.

IKKO and Kevin: Powerhouse Collaborators

IKKO, known for his charismatic personality and expertise in the beauty industry, served as the face of the BIONIA line. His partnership with Kevin, who also boasts a strong social media presence with over 200,000 followers, significantly boosted the live event’s appeal. A current model and beauty creator, Kevin is recognized for his keen insight into skincare trends and his ability to bridge the gap between brands and consumers.

With the rise of platforms like TikTok, influencers like Kevin have become vital in creating relatable content that can motivate purchase decisions. His approach focuses on adding value by showcasing product benefits authentically through live interactions with followers.

About TikTok Shop

TikTok Shop is revolutionizing the way consumers discover and buy products through short videos and live streaming. Launched in Japan on June 30, 2025, the platform enables a seamless transition from engagement to purchase, allowing users to explore tailored content and immediately act on their interests. This innovative approach is shaping the future of e-commerce by enhancing the customer experience within social media environments.

Conclusion

As KUSAI takes its initial steps into the TikTok Shop space, the success of the live shopping event signifies a promising future in e-commerce. Material Links is dedicated to further enhancing the synergy between brands and customers, looking to pioneer more comprehensive and effective promotion strategies in the ever-evolving digital marketplace. The collaboration aims to continue pushing boundaries, emphasizing the fusion of creativity and commerce to meet the needs of modern consumers.