123 Live Mall Malaysia Sdn Bhd has been officially recognised by ASEAN Records for two achievements that highlight the scale of its own-developed and own-designed product portfolio across health nutrition, beauty wellness, Feng Shui and energy-related categories.
The dual recognition marks an important stage in the company’s evolution from a live-commerce operator into a broader business ecosystem integrating consumer insights, product development, design, branding, e-commerce and retail operations. (ASEAN Records)
Two ASEAN Records Recognise Product Development at Scale
123 Live Mall Malaysia Sdn Bhd received two official ASEAN Records titles:
First and Largest Own Developed and Own-Designed Product Ecosystem Across Health Nutrition, Beauty Wellness, Feng Shui, and Energy Products by a Live Commerce Platform
(636 SKUs across 18 product categories, as of August 2026)
and
First and Most Own-Developed and Own-Designed Feng Shui and Energy Products by a Live Commerce Platform
(533 SKUs across 15 product categories, as of August 2026). (ASEAN Records)
Together, the two achievements recognise both the breadth of the company’s overall 636-SKU ecosystem and the specialised scale of its 533-SKU Feng Shui and energy portfolio.
The milestones also demonstrate how 123 Live Mall has used knowledge gained directly from consumers through live commerce to guide the development of products and brands tailored to market demand.
From Live Streaming to an Integrated Commerce Ecosystem
123 Live Mall began its development in 2018, initially building its business around live-streaming commerce before progressively expanding into e-commerce, physical operations, product development and brand management. (ASEAN Records)
Live commerce provided the company with an immediate channel for understanding what customers were looking for, how audiences responded to products and which categories demonstrated greater market potential.
Rather than remaining primarily a seller of third-party products, the company began converting these insights into its own product-development strategy.
By August 2026, that strategy had resulted in 636 own-developed and own-designed SKUs spanning 18 categories. (ASEAN Records)
This progression reflects a broader shift in digital commerce, where platforms increasingly seek to move beyond distribution and sales by developing intellectual property, brands and products of their own.
533 Feng Shui and Energy Products Form a Specialised Portfolio
The company’s second ASEAN Records recognition focuses specifically on its Feng Shui and energy-related products.
By August 2026, this segment had grown to 533 own-developed and own-designed SKUs across 15 categories, forming the majority of 123 Live Mall’s overall product ecosystem. (ASEAN Records)
Feng Shui, crystal minerals and related lifestyle products have played an important role in the company’s development since its earlier stages, providing a foundation from which the business later diversified into areas such as health nutrition and beauty wellness.
The specialised portfolio reflects the company’s ability to build depth within a particular consumer segment while simultaneously expanding into additional categories.
For 123 Live Mall, this development strategy is closely linked to its direct relationship with customers, allowing market response gathered through live commerce to influence product concepts, positioning, design and branding.
Connecting Consumer Feedback With Product Creation
One of the defining characteristics of 123 Live Mall’s business model is the connection between front-end consumer engagement and back-end product development.
Headquartered in Melaka, the company has developed capabilities across product creation, brand development, e-commerce, live content, warehousing and retail operations. (ASEAN Records)
This integrated approach allows the business to gather customer feedback directly through its sales channels and translate those observations into product-development decisions.
Rather than separating marketing from product creation, the company has sought to build a continuous cycle in which customer preferences can influence concepts, packaging, positioning and future product launches.
The ASEAN Records recognitions therefore acknowledge not only the number of products created, but also the business capabilities developed to bring those products from concept to market.
Building Malaysian-Owned Brands Through Live Commerce
Live commerce has rapidly changed the relationship between brands and consumers by allowing companies to receive real-time feedback while demonstrating products directly to audiences.
For 123 Live Mall, the format has evolved beyond a sales channel into a source of market intelligence.
By observing consumer questions, buying behaviour and response to different products, the company has been able to identify opportunities for new categories and product improvements.
This model also demonstrates how Malaysian businesses can use digital commerce not simply to distribute products, but to create locally developed brands capable of expanding into regional markets.
As Southeast Asian consumers increasingly move between social platforms, e-commerce marketplaces and physical retail, companies with integrated capabilities across these channels may be better positioned to respond quickly to changing consumer preferences.
ASEAN Records Recognition Presented to Company Leadership
The two ASEAN Records certificates were officially presented on 29 August 2026. (ASEAN Records)
The recognitions were received by:
- Gan Kai Yee, Founder, CEO & Director of 123 Live Mall Malaysia Sdn Bhd;
- Vivi Toh, Co-Founder & Director; and
- Li Jia Heng, Co-Founder, Director and Director of Operations. (ASEAN Records)
The presentation formally recognised the development of the company’s 636-SKU portfolio across 18 categories together with its specialised 533-SKU Feng Shui and energy collection.
For the leadership team, the dual recognition represents both the scale achieved so far and a foundation for the company’s next phase of development.
Product Development Goes Beyond the Numbers
Reflecting on the achievement, Gan Kai Yee said the two recognitions represented years of work across product development, design, quality management and brand-building. (ASEAN Records)
She explained that 123 Live Mall’s objective from the beginning was not simply to sell products through live commerce, but to understand customer needs and use that knowledge to guide product development and brand strategy.
This approach has enabled the company to connect market understanding, product creation, branding and sales within a single business model.
The recognitions are therefore viewed by the company not as an endpoint, but as a platform for further strengthening its product portfolio and expanding into new markets.
Supporting Other Malaysian Businesses
123 Live Mall also intends to apply the experience gained through its own development to support other Malaysian companies.
According to the company, potential areas of support include market analysis, product development, design, brand positioning, packaging, content marketing and sales promotion. (ASEAN Records)
The objective is to help more Malaysian businesses strengthen their products and build brands with the capability to compete outside the domestic market.
This could become increasingly relevant as SMEs seek to use cross-border e-commerce and social commerce to enter ASEAN markets without relying exclusively on traditional distribution channels.
By combining product development expertise with digital marketing and live-commerce capabilities, 123 Live Mall aims to create a broader platform connecting businesses, products and international markets.
ASEAN Expansion Forms Part of the Next Phase
ASEAN is expected to play an important role in the company’s future growth.
123 Live Mall plans to explore further opportunities through cross-border e-commerce, live commerce, brand collaborations and strategic partnerships, while also looking towards wider Asian markets. (ASEAN Records)
The region presents opportunities for businesses capable of adapting products and marketing strategies to diverse consumer cultures, languages and preferences.
For Malaysian brands, digital platforms can reduce some of the barriers traditionally associated with regional expansion by enabling companies to test demand, build audiences and engage consumers before establishing a larger physical presence.
123 Live Mall’s integrated approach could therefore provide a model for how digital-first companies evolve from commerce platforms into developers and owners of their own brands.
Looking Ahead
The two ASEAN Records recognitions represent an important milestone in 123 Live Mall Malaysia’s transition from a live-streaming business into a broader product and brand ecosystem.
With 636 own-developed and own-designed SKUs across 18 categories, including 533 Feng Shui and energy products across 15 categories, the company has demonstrated how direct consumer engagement can be transformed into large-scale product development. (ASEAN Records)
Its next challenge will be translating that domestic foundation into stronger regional visibility.
As 123 Live Mall expands its brands, collaborates with other Malaysian businesses and explores opportunities across ASEAN and Asia, its experience illustrates a wider evolution in digital commerce — from simply selling products online to creating, designing and building brands around real-time consumer insight.
The dual ASEAN Records achievement therefore recognises not only the scale already reached, but also the company’s development into a more integrated Malaysian commerce ecosystem with ambitions extending beyond its home market.
Learn more about this Official ASEAN Records Recognition
