Danish skincare brand Ecooking has used a three-day livestreaming event in China to promote its products, with part of the event taking place at the Danish Embassy in Beijing, according to a Facebook post from the Embassy.
The event featured Chinese travel influencer Gun Ge, a Tianjin rescue dog with more than two million social media followers, and his owner, known as Papa Gun. The pair visited the embassy during the livestream and met Jonas Bruntse Dahl Nielsen, Head of Economic Diplomacy and Trade at the Danish Embassy.
The embassy said livestream e-commerce has become a major retail format in China, where influencers, known locally as key opinion leaders (KOLs), present and sell products directly to large online audiences.
Ecooking’s participation highlights how Danish consumer brands are using China’s social-commerce ecosystem to reach local customers. The company, founded in Denmark, sells skincare products in a number of international markets.
The embassy visit also included a presentation of a Chinese-language collection of stories by Danish author Hans Christian Andersen to Gun Ge and Papa Gun.
For Danish companies operating in China, livestream commerce has become an increasingly important channel for connecting products with Chinese consumers, combining entertainment, influencer marketing and online sales.
