Tencent Cloud and Amaze Join Forces to Accelerate the Future of Live E-commerce in Thailand

HONG KONG, Feb. 25, 2026 /PRNewswire/ -- Tencent Cloud, the cloud business of global technology company Tencent, today announced a strategic partnership with Amaze, the super app with over 6 million userbase, 10-month launched by Thailand's Charoen Pokphand Group (CP Group). Through this collaboration, Amaze is leveraging Tencent Cloud's one-stop E-commerce Live Streaming Solution, which offers seamless, end-to-end management of the entire livestreaming process—from viewing and real-time interaction to content reuse and operational analytics. The partnership enables Amaze to unlock new growth opportunities on Shoppertainment and deliver Thai consumers a smoother, richer, and more immersive online shopping experience.

Drives Live E-commerce Innovation in Thailand with a Proven Track Record

As live e-commerce and shoppertainment continue to gain momentum across Southeast Asia, Amaze is integrating its strong foundation in traditional e-commerce with innovative content ecosystems to create a more engaging super app experience. To support this vision, Amaze has chosen Tencent Cloud as its strategic partner. With a proven track record serving over 90% of China's live e-commerce platforms across domestic and overseas markets, and more than 70% of leading OTT enterprises in Asia, Tencent Cloud provides the robust technological foundation to drive Amaze's live commerce growth.

Building on this foundation, Tencent Cloud brings its mature livestreaming innovations to Thailand, introducing interactive features such as real-time voting, on-screen gifting, and live shopping lucky draws. To further fuel user engagement, it also supports viral social tools such as sharing incentives, group-buy promotions, and streamer battles. With comprehensive localization and dedicated support, Tencent Cloud strives to be a cloud services partner that truly understands the needs of local users and businesses.

Amaze, meanwhile, plans to onboard a diverse community of local influencers and content creators across retail, lifestyle, and food sectors, continuously enriching its livestreaming ecosystem. These features will seamlessly integrate with Amaze's rewards system, allowing users to earn and redeem points while enjoying more interactive, entertaining live shopping experiences.

Unlocks New Growth for Amaze via One-Stop Audio and Video Solution

Livestream e-commerce is rapidly evolving from standalone functions into comprehensive, system-level solutions. Tencent Cloud's one-stop E-commerce Live Streaming Solution empowers clients like Amaze to quickly build scalable, low-latency, and sustainable livestreaming capabilities to support long-term growth. Supported by its global Cloud Streaming Services (CSS) network — spanning more than 70 countries and regions with over 3,200 acceleration nodes and 400 Tbps of bandwidth capacity — Tencent Cloud ensures seamless, reliable, and high-quality content delivery even during large-scale, cross-regional events. Its industry-leading ultra-low-latency technology enhances viewer engagement and boosts conversion rates, while DRM encryption and watermark tracing further strengthen content security and prevent piracy.

In addition, Tencent Cloud's proprietary Top Speed Codec technology optimizes video transmission efficiency by reducing bitrate by more than 30% without compromising image quality or playback smoothness, significantly lowering bandwidth costs. Its Instant Messaging (IM)/ Chat capability further enriches the interactive experience, supporting unlimited user participation and enabling real-time engagement features such as live comments, likes, gifting, product tagging, and coupon distribution. Even under challenging network conditions, the IM service maintains a message delivery success rate of over 99.99%, ensuring uninterrupted audience interaction.

Complementing these capabilities, Tencent Cloud's Video on Demand (VOD) service transforms livestreams into enduring digital assets through real-time recording, flexible clipping, and cloud storage. This enables seamless repurposing of livestream content into product showcases, marketing materials, and promotional videos for replay, distribution, and ongoing operational use, thereby maximizing the value and lifecycle of each broadcast.

Shapes the Next Chapter of Live E-commerce with AI

As artificial intelligence (AI) continues to shape the next chapter of live e-commerce, Tencent Cloud's one-stop solution integrates a suite of advanced AI-powered capabilities built on its proprietary AI visual foundation model. These include intelligent audio and video enhancement to improve quality of experience (QoE) and service (QoS), real-time multilingual subtitles and translations covering more than 100 languages, and customizable AIGC visual effects generated from text prompts to drive greater viewer engagement. The solution also supports fully digital, 24/7 virtual hosts, reducing operational costs while enabling continuous, always-on livestreaming experiences.

Poshu Yeung, Senior Vice President of Tencent Cloud and Head of Tencent Cloud International, said, "We are delighted to partner with Amaze to bring next-generation live e-commerce experiences to Thailand. This collaboration marks an important milestone in Tencent Cloud's continued efforts to localize its industry-leading audiovisual capabilities for leading global enterprises. Moving forward, we will continue to leverage our core audio and video technologies to collaborate with international partners in shaping the future of innovative live commerce." 

Dr. Gail Sarintip Satitsatian, Managing Director of Amaze Super App, stated: "Our collaboration with Tencent Cloud has been transformative, particularly in driving a significant sales uplift through our live commerce features. By leveraging Tencent's robust technology, we've seen a substantial increase in Daily Active Users (DAU), fueled by the deep engagement that only real-time interaction can provide."

Central to this success is the integration of Amaze Points—the heartbeat of our ecosystem—directly into the live experience. This allows users to utilize their points for exclusive activities and rewards mid-stream, creating a seamless loop of loyalty and excitement. This partnership was pivotal to our End of Year campaign success and reinforces our goal to lead Thailand's shoppertainment evolution by delivering truly immersive and rewarding shopping experiences.

Over the past three years, Tencent Cloud's international business has achieved robust double-digit growth, with its overseas customer base doubling in the past year alone. Today, Tencent Cloud's services extend across more than 80 countries and regions worldwide, empowering enterprises in sectors such as livestreaming, gaming, cross-border e-commerce, and financial services. Its key global partners include Indonesian largest digital ecosystem GoTo Group, Thailand-based Asia's leading retail conglomerate CP AXTRA, Singapore's leading mobility platform Ryde, the UAE's prominent livestreaming platform C.live, and the Philippines' major telecommunications operator Converge, among others.

About Tencent Cloud:

Tencent Cloud, one of the world's leading cloud companies, is committed to creating innovative solutions to resolve real-world issues and enabling digital transformation for smart industries. Through our extensive global infrastructure, Tencent Cloud provides businesses across the globe with stable and secure industry-leading cloud products and services, leveraging technological advancements such as cloud computing, Big Data analytics, AI, IoT, and network security. It is our constant mission to meet the needs of industries across the board, including the fields of gaming, media and entertainment, finance, healthcare, property, retail, travel, and transportation.

About Amaze:

Amaze, a subsidiary of Ascend Group, is an e-commerce marketplace and the strategic architect of the most comprehensive Point Ecosystem in Thailand. By integrating reward points from the CP Conglomerate and an expansive network of external partners, Amaze has pioneered a revolutionary model—the first of its kind in the country—where users can utilize their accumulated points as a direct substitute for cash to shop for a vast range of products.

Beyond its strength in loyalty integration, Amaze is evolving the shopping experience through Shoppertainment. By blending interactive live commerce with its unique point system, Amaze creates an engaging environment where users can participate in activities and earn rewards in real-time. This synergy between "Points" and "Entertainment" positions Amaze as a forward-thinking marketplace that delivers unmatched value and interactivity to the Thai digital economy.

Discover more at Create Something Amazing.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Tencent Cloud and Amaze Join Forces to Accelerate the Future of Live E-commerce in Thailand

YIWU, China, Feb. 25, 2026 /PRNewswire/ -- As the Yiwu branch venue of the 2026 CCTV Spring Festival Gala successfully concluded, an audio-visual feast blending trade legend with intangible cultural heritage innovation sparked enthusiastic reactions worldwide.

The program A Global New Year in Yiwu achieved an impressive average real-time viewership rating of 39.78%, ranking among the top programs in its timeslot.

It not only showcased the unique charm of Yiwu as the "World's Supermarket" but also allowed global audiences to witness the city's remarkable achievements across culture, commerce, technology, and human development.

8 Minutes on the Gala: Spanning History, Bridging East and West

The 8-minute segment from the Yiwu venue was a condensed inspirational narrative of a county-level economy's rise, illustrating Yiwu's thousand-year heritage and the transformative changes over 40 years of reform and opening-up.

Using a single feather as a symbolic thread, the program connected the sounds of "trading chicken feathers for sugar" with the lively buzz of today's marketplace.

Through a blend of light and shadow and  innovative stage effects, both virtual and real, the audience was taken on a journey through time, witnessing Yiwu's magnificent transformation from a humble local market to a global trade hub.

The virtual duet of We Are the World by Jackie Chan and Lionel Richie conveyed the spirit of a "global family" to viewers eveywhere, highlighting Yiwu's openness and inclusiveness as a major international trade hub.

These 8 minutes were not just a remarkable showcase for Yiwu, but also a vivid portrayal of the rise of China's county-level economies.

They spanned history, bridged East and West, and perfectly integrated Yiwu's trade culture, intangible cultural heritage, modern technology, and global vision, showing the world a dynamic and creative view of the Yiwu city.

A "Two-Way Effort": The Internationalization of the Gala Meets the Globalization of Yiwu

The success of the Yiwu branch venue exemplifies the mutual reinforcement between the internationalization of the Gala and the globalization of Yiwu.

Just before the Gala, Yiwu simultaneously broadcast its city promotional video and invitations for the Gala branch venue on outdoor screens in core business districts across 20 countries and regions worldwide.

This marked the first time in the 40+ year history of the CCTV Spring Festival Gala that a branch venue achieved such a collective global presence.

This initiative not only boosted Yiwu's international visibility but also solidified the city's brand: "Affectionate and Righteous, World Yiwu."

At the same time, Yiwu's female business owners, through global New Year greeting videos, extended a warm invitation to friends around the world: "Come to Yiwu, taste global cuisine, buy global goods, make global friends, watch China's Gala, and do global business."

This personal, sincere approach to communication conveyed Yiwu's warmth and invited global curiosity, sparking interest and desire to visit the city.

Global Buzz: Overseas Influencers and Netizens Eager to Visit Yiwu

The outstanding performance of the Yiwu segment of the Spring Festival Gala attracted widespread attention and lively discussion among bloggers and influencers both in China and abroad.

Many international netizens expressed on social media that they were captivated by the spectacular performances at the Yiwu venue of the Gala, expressing strong anticipation and curiosity about the city.

"I want to visit Yiwu!" quickly became a trending topic on overseas social platforms.

A foreign netizen who has been living long-term in Yiwu coined the term "Yiwuise" on social media, which quickly went viral, drawing numerous comments and likes from other international users.

They expressed a desire to experience this fascinating city firsthand and gain a deeper understanding of its culture, commerce, and human warmth.

The Lasting Effect: Gala Activities Boost Yiwu's Tourism

Although the Gala segment has concluded, the series of related activities surrounding the event continue to gain momentum.

On the third day of the Lunar New Year (February 19), the "Shop Global, Experience the Gala" event officially opened to visitors from around the world, attracting a large influx of tourists to Yiwu.

On the very first day of the event, Yiwu's tourism figures reached a record high, demonstrating the powerful and lasting impact generated by the Gala appearance.

Furthermore, the New Year opening ceremony of the Yiwu International Trade City on February 20 provides an excellent platform for global buyers to pursue cooperation and achieve win-win outcomes.

Here, they can not only source desired products but also experience the unique charm and vast business opportunities of Yiwu as a global trade center.

Yiwu: A Place Full of Opportunities and Inclusiveness

Through hosting the Spring Festival Gala branch venue, the world has witnessed a different side of Yiwu.

It is not only the "World's Capital of Small Commodities" but also a dynamic and creative city thriving across culture, commerce, technology, and human connectivity.

The people of Yiwu, with their wisdom and dedication, have written an epic chapter in county-level economic development, showing the world a place brimming with opportunities and inclusiveness.

In an era of deepening globalization, Yiwu, with its unique charm and boundless business potential, is attracting more and more global buyers and entrepreneurs to cooperate and prosper together.

As vividly demonstrated by the Gala segment, Yiwu is embracing the world with an even more open attitude, working hand in hand with global partners to create a brighter shared future.

The Yiwu Gala segment was more than just an audio-visual feast; it was a powerful  global showcase of the city's brand.

It presented to the world Yiwu's extraordinary achievements and distinctive strengths across multiple sectors, sparking curiosity and resonance among global buyers.

Looking ahead, Yiwu will continue to welcome friends from all over the world with openness  and innovative, jointly writing a new chapter of mutually beneficial cooperation.

 

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Yiwu Spring Festival Gala Showed the World: More Than Just "Small Commodities"