PORNSAK PRAJAKWIT

CEO & Co-Founder, Mdada.live

Mdada.live was started by Addy, Michelle and myself when our careers were heavily impacted during the pandemic. Having experienced the success of live streaming commerce in China, we wanted to replicate that model in Southeast Asia, starting with Singapore. Covid-19 gave brands the opportunity to evolve the way they outreach to consumers and sell products, as people could not visit physical stores. The pandemic also accelerated the growth and receptivity of the social commerce and livestream sectors. Live-stream commerce encourages two-way conversations and interactions in real time, not only increasing genuine engagement between consumers and hosts but also providing a form of companionship and entertainment through watching live streams with familiar faces. Capitalising on the growth potential of this nascent industry in Asia, we aim to cultivate a sustainable live stream ecosystem — offering training sessions and mentorship programs for businesses and aspiring live-streamers pivoting in the new normal in redefining the new wave of creative retail. With various other business functions taken care of in-house, such as sourcing, verification of products, administration and payment, many employment opportunities have also arisen.