The Brief
Taiwan Select was a Taiwanese government initiative to help local entrepreneurs take their products across borders into Malaysia, and SushiVid was the appointed agency to promote a range of them — among them a water filter and a UV‑protection fabric brand whose golf caps and umbrellas carried a wonderfully cheeky tagline: the more you tan, the fairer you become. These were unfamiliar, function‑led products from a foreign market, and they needed to be shown, not just listed. The challenge was introducing them to Malaysian audiences in a way that felt live and interactive rather than a static catalogue.
The Approach
Livestream was the natural fit. Products like a water filter or UV‑protection fabric are best understood when demonstrated in real time — you have to see the water run clear, or the fabric block the sun, for the benefit to click. SushiVid ran livestream sessions on Instagram and Facebook with 4 influencers, showing each product hands‑on and answering questions as they went — turning an unfamiliar import into something viewers could watch, understand and interrogate.
The Execution
Each influencer demonstrated the products live and directed followers to join the sessions, using the real‑time format to explain function and field questions on the spot. For cross‑border products with no local awareness, that live demonstration did the heavy lifting a product photo never could — and gave viewers a genuine reason to tune in rather than scroll past.
The Results
The livestreams reached 182,000 people, generated 141,000 views, and drove over 4,000 clicks into the live sessions themselves — a strong signal of active interest in unfamiliar, foreign products, and a working bridge between Taiwanese entrepreneurs and Malaysian buyers.
The Takeaway
Unfamiliar, function‑led products sell best when you can show them working. For a cross‑border trade push, livestream turned foreign imports into live demonstrations viewers could question in real time — the fastest way to build trust in a product no one has heard of. The lesson: when a product needs explaining and proving, demonstrate it live, and let curiosity do the rest.