LiveShopping: China’s live-shopping boom lures corporate bigwigs onto the screen

TOKYO — James Liang, the executive chairman of Group, was in front of the camera again to livestream another commercial for China’s largest online booking site, this time wearing a traditional Korean hanbok.

Annyeonghaseyo,” Liang said in the July 1 session. “Good evening, everyone.”

He has livestreamed 16 times since April, taking to the screen on Wednesdays in location-themed outfits. International travel restrictions had kept him focused on domestic destinations until this month, when South Korea was the first foreign location featured in his series.

Liang is among the pioneers to discover success in tapping into the growing Chinese fad of “live…

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