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KUALA LUMPUR, MALAYSIA – Media OutReach Newswire – 25 July 2025 – Buying fashion online has long come with a familiar challenge — a hint of hesitation, some second-guessing, and an overall sense of uncertainty before placing an order. Today’s buyers aren’t just looking for great deals; they want trusted reviews, value for money, and products that meet their expectations. Building that buyer confidence continues to be a non-negotiable part of the shopping journey. Stepping up to the challenge are local brands and affiliates, bridging the gap between buyers and sellers through value-driven livestream content that clicks, connects, and converts. By extending their presence online, they’re fostering trust, addressing consumer needs, and creating a shopping experience that feels personal and convenient. From Cautious to Confident Instead of scrolling endlessly or second-guessing purchases, more buyers are turning to livestreams for guidance and inspiration. Take local Malaysian apparel brand Asikin Ahmad, known for elegant wear with a traditional contemporary twist. “Shoppers today are more cautious — they want to be sure of what they’re buying, and that trust doesn’t come easy online. That’s why livestreaming has been such a game changer. It lets us connect directly with our customers, show how our pieces fit, and build trust through real-time interaction.” During Shopee’s recent campaign, Asikin Ahmad, invested additional time in livestreaming resulting in more than 400% increase in livestream sales. Beyond hosting their own livestreams, they also tap into Shopee’s Affiliate network to amplify word-of-mouth discovery. nnnglobal, a Shopee affiliate, shares his experience working with local fashion brands. “As a fashion content creator, I love showing how stylish and versatile Muslimah wear can be. When I partner with fashion brands, we work closely to bring their collections to life on livestream. I take the time to understand their key pieces, fabrics, and what makes their designs special so I can present them and answer questions confidently. This kind of hands-on collaboration makes the livestream more engaging, informative, and not to mention, rewarding” Through this collaborative approach, nnnglobal was able to drive up to 6X more orders for local fashion brands during last month’s sale. This demonstrates the potential that’s possible when brands and affiliates work in synergy, combining their strengths to turn cautious buyers into confident customers. Livestreams That Speak to Shoppers When done strategically, livestreaming can be a powerful conversion tool. To keep up, local sellers are doubling down on their livestream strategies to meet buyers where they are. Modest fashion brand owner Tudung Fareha is a prime example. “Understanding my audience is key. Most of my viewers are young Muslim women looking for styling tips. In my livestreams, I focus on showing fresh and versatile ways to wear my scarves. More importantly, they feel like they’re getting full value out of the product. I also time my livestreams when my audience is most active on the app. Some people think going live is just about showing products, but having a proper strategy makes all the difference if you want real results!” During last month’s sale, Tudung Fareha more than doubled their viewership and revenue with the majority coming from livestream, proving how powerful Shopee Live can be in enabling local fashion brand growth. It’s not just sellers making an impact, affiliates like yunyt2201 are bringing inspirations to life as well. “People don’t just want to see clothes, they want to see themselves in them,” he shared. “When I promote modest fashion brands, I focus on building my followers’ confidence by creating content that speaks to their everyday needs. My audience are usually concerned about how to dress modestly while staying cool in the hot weather. So, I focus my content on recommending breathable, modest pieces that offer comfort without compromising on style or coverage. People want their problems solved and now, I regularly strategise my livestreams this way!” Through this focus, yunyt2201 was able to gain more than a thousand followers within 7 days and contribute an additional 50% in sales for local fashion brands last month. This shows that with the right timing and approach, livestreaming can benefit everyone – buyers, brands, and affiliates. Ultimately, it boils down to knowing your audience and creating content that answers their needs. Get Ready With Shopee This 8.8 Shopee Live Fashion Week As shoppers become more intentional with how and where they spend, livestream commerce is quickly becoming the go-to way to discover fashion. Today’s brands and affiliates are leveraging Shopee’s comprehensive content ecosystem so buyers can shop confidently. This 8.8, catch Sharifah Rose, Shak Shazwan, and Cupcake Aishah this Shopee Live Fashion Week happening from 1 to 11 August 2025. Buyers can look forward to Lagi Murah deals, including daily 50% off Fashion Vouchers, Free Shipping with no minimum spend, and exclusive livestream-only vouchers. Join us this 8.8 and experience how Shopee makes shopping your favourite fashion brands Lagi Murah and Lagi Cepat! – END – Hashtag: #Shopee The issuer is solely responsible for the content of this announcement. Shopee Shopee is the leading e-commerce platform in Southeast Asia & Taiwan. Shopee promotes an inclusive and sustainable digital ecosystem by enabling businesses to digitalise and grow their online presence, helping more people access and benefit from digital services, and uplifting local communities. Shopee offers an easy, secure, and engaging experience that is enjoyed by millions of people daily. Shopee is also a key contributor to the region’s digital economy with a firm commitment to helping homegrown brands and entrepreneurs succeed in e-commerce. Shopee is part of Sea Limited (NYSE: SE), a leading global consumer internet company. Sea’s mission is to better the lives of consumers and small businesses with technology through its three core businesses: Shopee, Garena and Monee. For Media Enquiries Shopee Public Relations Team: [email protected]

BANGKOK, THAILAND – Media OutReach Newswire – 25 July 2025 – In a rapidly evolving world marked by unprecedented technological advancements, shifting consumer behaviors, and unpredictable global economic changes, relying on outdated thinking is no longer viable. Adaptability and creativity have become essential attributes for every country seeking to thrive in the modern era. Dr. Krithpaka Boonfueng, Executive Director of the National Innovation Agency (NIA) Today, ‘innovation’ is more than a buzzword, it is embedded in our daily lives and plays an increasingly prominent role in national development. Countries that have succeeded in the modern economy share a common foundation: strategic investment in ‘Impactful Innovation’ that improves lives, enriches society, and drives tangible economic growth. At the heart of 21st-century development lies innovation that is not just “usable” but must also “have an impact.” Today, Thailand stands at a crucial crossroads between being merely a consumer of foreign technology and becoming a country capable of producing, creating, and exporting its own “Impactful Innovations.” Redefining “Impactful Innovation” Through the Lens of Thailand’s Innovation Leaders Dr. Krithpaka Boonfueng, Executive Director of the National Innovation Agency (NIA), explains that genuine innovation is not simply about introducing new ideas or trendy products. In the business context, innovation means adaptation, identifying new opportunities, responding to evolving consumer needs, and securing competitive advantages. It must be actionable, value-driven, and capable of generating widespread positive impact. What matters is not merely whether a product sells, but whether it can be scaled to create economic and social value across a broad spectrum. In today’s consumer-centric world, people are dictating the direction of product and service development. Personalization and niche segmentation have overtaken mass production, with increasing demand for specialized products from health-focused functional foods to nutrition tailored for the elderly and patients with specific medical needs. ‘Impactful Innovation’ therefore refers to innovation that creates meaningful transformation in quality of life, economy, society, or environment, and can spark profound structural change. To navigate this transformation, NIA plays a critical role in positioning Thailand as an ‘Innovation Nation,’ acting as a Focal Conductor across both policy and practice. The agency supports innovative entrepreneurs from startups and SMEs to social and community enterprises in developing innovations that yield positive and sustainable outcomes for the economy and society. NIA’s ‘4G Strategy’ offers a comprehensive framework: Groom: Cultivating and nurturing innovation capacity Grant: Providing funding to bring ideas to life Growth: Unlocking market access and investment channels Global: Scaling into the international arena This pathway is designed to take innovations from conceptualization through to problem-solving, expansion, and long-term growth. The agency places strong emphasis on national strategic industries from EV and green technologies to health tourism, functional foods, and the creative economy, all of which hold immense potential to generate positive and far-reaching impacts. Ultimately, the goal is not merely to increase the number of innovators, but to foster innovation of real quality that delivers measurable social, economic, and environmental impact from local communities to the global stage. The Power of Innovation: Driving Thailand’s Economy and Society Forward Thailand has seen several outstanding examples of impactful innovation. One such achievement is the globally recognized ‘Klaeng Din’ (Artificial Soil Acidity) innovation, developed under the late King Bhumibol Adulyadej’s Royal Initiative. Designed to rehabilitate acid sulphate soils through a carefully managed water and lime treatment process, this method transformed unproductive land into fertile farmland, a breakthrough technology with no precedent in tropical regions worldwide. Another nationally transformative innovation is PromptPay, Thailand’s digital payment infrastructure. By enabling fast and secure transfers using a national ID number, phone number, or bank account, PromptPay has not only simplified daily transactions but also improved the government’s delivery of welfare payments and financial support. It is now a key pillar of Thailand’s transition to a cashless society. NIA’s efforts to cultivate impactful innovation have yielded promising results in recent years. For instance, MuvMi, a Thai electric Tuk-Tuk startup, was developed to reduce environmental pollution and has since evolved into a public mobility platform with private-sector investment. Another example is ‘Pinto Roi Sai’ from the community of Tamot, Phatthalung, a grassroots innovation blending local food culture and tourism. This initiative invites visitors to experience authentic Southern Thai cuisine prepared by locals using seasonal, pesticide-free ingredients, creating value through culture, sustainability, and community income generation. The Future of Thai Innovation It is now beyond doubt that innovation is a driving force behind Thailand’s future. Promoting innovation with a measurable, positive impact is both a compelling challenge and a critical national mission. In this volatile and uncertain global landscape, building the country’s capacity to compete and adapt is vital. NIA’s ultimate vision is to steer Thailand toward becoming an ‘Innovation Nation.’ Through integrated mechanisms and collaborative ecosystems, the agency connects relevant stakeholders and empowers innovators seamlessly. It is working to strengthen partnerships across the private sector, universities, science parks, and regional agencies ensuring that innovation infrastructure is accessible to all, and that innovation outputs are effectively scaled to achieve lasting societal benefits. As Thailand moves forward, impactful innovation will not only shape our economy but redefine our place in the world. Hashtag: #NIA #NationalInnovationAgency https://www.nia.or.th/ The issuer is solely responsible for the content of this announcement.