“Made in Japan” Heads to Southeast Asia — Full-Scale Launch of Cross-Border Live Commerce for Japanese Products
The Japan International Influencer Association (JIIA, President: Hiroki Shishido) has entered into a strategic partnership with KXL Trading M Sdn Bhd (Representative: Xinlin), a Malaysia-based company, to initiate a new initiative aimed at expanding Japanese products into Southeast Asian markets.
KXL is a leading live-commerce broadcaster and wholesale agent in the region, boasting a proven track record of delivering more than 1,000 Japanese brands to local consumers. Through this collaboration, JIIA’s domestic and international influencer network will be combined with KXL’s distribution channels and live-streaming expertise, accelerating the market penetration of the “Made in Japan” brand.
Background
JIIA has long supported overseas market expansion and cross-border live commerce by leveraging its network of foreign influencers both in Japan and abroad. KXL, meanwhile, has played a pivotal role in promoting Japanese products in Malaysia and beyond through live-streaming, providing consumers with a trusted and engaging shopping experience.
With this partnership, the two organizations will integrate offline initiatives—such as pop-up events and trade exhibitions—into what has traditionally been an online-driven business model, creating a new framework that organically fuses digital and real-world strategies.
Future Initiatives
- Expanding sales of Japanese brands through cross-border live commerce
- Co-hosting exhibitions and pop-up events in Southeast Asia
- Promoting influencer-driven campaigns and expanding distribution channels
- Sharing the “Made in Japan” story to maximize brand value
Comments
Hiroki Shishido, President, JIIA
“Our mission at JIIA is to connect Japanese companies with international influencers and open the door to global markets. This partnership with KXL represents an innovative model for directly delivering the appeal of Japanese products to local consumers, and I am confident it will provide significant business opportunities for our member companies.”
Xinlin, Representative, KXL Trading M Sdn Bhd
“Over the past year, we have delivered numerous Japanese products to Malaysia and across Southeast Asia. Moving forward, in partnership with JIIA, we will further promote ‘Made in Japan’ not only through live-streaming, but also via exhibitions and real-world events.”
Organization Overview
Japan International Influencer Association (JIIA)
- Location: Tokyo, Japan
- Representative: President Hiroki Shishido
- Business Scope: Operation of influencer networks in Japan and abroad, promotion of cross-border e-commerce and live commerce, educational and awareness-raising activities
KXL Trading M Sdn Bhd
- Location: Kuala Lumpur, Malaysia
- Representative: Xinlin
- Business Scope: Wholesale and agency operations, live-commerce business
