launches first and largest live-streaming hub in Southeast Asia

The Singapore-based online social commerce platform upscales with a 12,000 square feet live-streaming hub.

Singapore-based online social commerce platform has launched a live-streaming hub that spans 12,000 square feet (sqft). Called the  Mdada Live-Streaming Hub, it is set to be the largest fully equipped live-streaming hub across  Southeast Asia capable of supporting over 10 simultaneous live-streaming sessions supported by a fully functioning technology crew.  

Opened on 6 August 2021, Mdada Live-Streaming Hub features 11 different studio spaces complete with equipment and technology teams to support live-streaming commerce programmes, each catering to a specific product category and its needs, such as beauty and haircare and demonstrations, live cooking stations and even a 1022 sq ft auditorium.  

Amounting close to $500,000 in renovation, the hub was built without any external funding less than 10 months after the inception of, the social commerce platform said in a statement. The live-streaming hub will also cultivate a  sustainable ecosystem by offering training sessions and mentorship programmes for businesses and aspiring live-streamers looking to pivot in the new normal.  

Since its inception in September 2020, has launched three new channels, ran over  500 live stream shows via Facebook, and is organically amassing a fast-growing and loyal customer base with more than 30,000 monthly orders received and fulfilled. To date, the platform has garnered almost 20,000 followers with over 100,000 unique monthly reach and a  total approximate of 1,600,000 livestream views, making it one of the fastest growing social commerce platforms in Singapore.  

Selling products and services ranging from beauty to luxury sectors, was founded by celebrity hairstylist Addy Lee, together with TV personalities Pornsak Prajakwit and Michelle Chia, who saw the opportunity to embark on social commerce when the COVID-19 pandemic hit.

“Livestream selling trends are high in China, but the markets still remain vastly untapped in  Southeast Asia,” said Addy Lee, CEO and Co-founder of “As retail models continue to be affected by the pandemic, an opportunity to evolve arises and our channels provide a seamless call-to-action to purchase, reaching new customers directly. Live-streaming  presents a medium for brands to interact with new customers in real-time and increase genuine  engagement, making this the next phase of creative retail.”

“Each of our live stream sessions typically run for eight to 10 hours, and there have been times when we continue streaming even past 2am, because the orders from our audience continue to pour in,” he added. Once, we have even managed to sell over  2,400 facial masks within a span of five minutes!” works with well-established and renowned international and local brands such as  Schwarzkopf, Shiseido, Dr. Shibui Premium Skincare, SMEG, Salvatore Ferragamo and Sookee  Group (SK Jewellery and MoneyMax).