Gushcloud bets on live commerce with SG–MY team in global creator league

Global influencer management and licensing company Gushcloud International is doubling down on the rise of live commerce, taking on the role of team owner for the Singapore–Malaysia contingent in X The League (XTL), a global competition that blends content, community and conversion.

Bringing together 32 creator-led teams across eight countries, the league positions live commerce not just as entertainment, but as a performance-driven channel where creators are tasked to drive real-time sales under competitive pressure.

Set to premiere on 23 March 2026 across major global OTT platforms, the series is hosted by BamBam and Tiffany Young, signalling the growing convergence of pop culture and commerce on a global stage.

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At the centre of Gushcloud’s strategy is JianHao Tan, who will captain the Singapore–Malaysia team alongside Debbie Soon, Sonia and Elle Onni. The cross-border lineup reflects a deliberate push to aggregate audiences and scale engagement beyond individual markets.

Live commerce, where creators sell products directly to audiences in real time, has rapidly evolved into a US$600 billion global industry. XTL taps into this momentum by introducing a competitive format, where teams are scored based on both audience engagement and commercial performance, with a US$500,000 prize at stake.

“Singapore may be the smallest market in the competition, but that’s also our advantage. We’ve always had to think creatively, be more resourceful, and look beyond our borders. Teaming up with Malaysia brings together two highly engaged communities," said Tan. 

As team owner, Gushcloud will oversee live-selling strategy, cross-border creator collaboration and overall execution for the Singapore–Malaysia contingent. The move highlights the company’s expanding role beyond talent management into full-funnel commerce strategy, spanning content, distribution and sales.

According to Joanne Liew, general manager of Gushcloud Singapore, the initiative reflects the growing weight of social commerce in the region.

“In Singapore alone, social commerce — including live commerce — already accounts for about a third of the eCommerce market,” she said. “Competitions such as X The League show how creator-led communities can turn influence into real commercial performance on a global stage.”

The launch also marks Singapore’s first entry into a global live commerce league of this scale, positioning the market as a testing ground for how smaller, highly connected audiences can compete internationally through creativity, agility and community-driven engagement.

The move comes as Gushcloud International continues to expand its role beyond traditional creator management across the region. In Indonesia, the company has spent the past year strengthening its position as a strategic connector between creators, intellectual property (IP) owners, live entertainment promoters and brands, signalling a broader ambition to build infrastructure across the digital entertainment and marketing ecosystem.

This has included deeper integration across content, distribution and IP, aligning creator output more closely with commercial and platform opportunities.

The company has also advanced its creator venture programme to support sustained, cross-platform development, while refining a mix of exclusive and flexible talent partnerships.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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