Team

Two teams, two different jobs.

One runs the stores, the live rooms and the creator relationships in Kuala Lumpur. The other builds the AI and handles production and supply in China. They sit in the same company, which is why the content and the store never argue about what happened last week.

The team at a table in Kuala Lumpur, after a working day
Kuala Lumpur The team, off the clock. Store operations, content, live rooms and engineering in one company.

01 — Southeast Asia

Kuala Lumpur

Client-facing and in the platform: store operations, livestream studios, creator management and the weekly call. Five of the twelve people in the company are Malaysian, and this is where they sit.

Store operationsLive studiosCreatorsMedia

Store operations

Store setup, listings, pricing, orders, returns and disputes — handled inside the platform rather than by email.

EPLAS moved from 3.0 to 4.0 stars in thirty days.

Livestreaming

Hosts on three-hour shifts, studios in Kuala Lumpur, and a producer watching the numbers while the stream is live.

Quarterly GMV quadrupled on TikTok Shop official livestreams.

Creator network

Recruited one at a time, briefed, sampled and paid on commission rather than placement fees.

100+ creators recruited in a month; 62 produced sales, 22% of GMV.

Media buying

Bought on your own ad account at a fixed serving rate, with creative spend following the numbers.

ROAS 9.05 on personal care; a full peak season run for Mentholatum.

02 — China

Engineering and supply

The AI product is written here, not licensed from a vendor: the generation pipeline, the model gateway, the cost curve. The same team handles video production and sourcing, which is why a product can be filmed in one week and in stock the next.

yawe.aiVideo productionSourcing

AI engineering

Generation pipeline, model routing and the cost curve behind yawe.ai — written here, not licensed from a vendor.

Product image to finished vertical video, one pipeline.

Video production

Product videos, educational videos and the AI cutdowns that make volume possible, in English, Malay or Mandarin.

Thirty assets a month without a shoot or a studio booking.

Sourcing and supply

Factory relationships, samples, MOQs and lead times, on the same calendar as the content.

A product can be filmed one week and in stock the next.

Built in-house

yawe.ai

The content system the whole account runs on — product videos, e-commerce videos and avatar videos, produced from a brand kit and a product image.

How it works

The Yawe team with Malaysian creators and brand partners at the Digital Trade Yiwu venue
Yiwu The team with the creator and partner cohort at the Digital Trade Yiwu venue — the same week the sourcing trip runs. Two countries, one group photograph.

Next

You will meet both teams
in the first month.

The Kuala Lumpur team owns your account. The China team shows up when the work needs a factory, a shoot or a model change — which, in this category, is usually week two.

Start a conversation

We keep this page at team level on purpose: people move, the capability does not. The operators on your account are named during the first call, and they are the people who run it.