From home livestreams to a team across two offices, J-Mie and Curtis Fu have grown Fulove Market into a business built on trusted recommendations and brand collaborations with Lazada.

KUALA LUMPUR, MALAYSIA – Media OutReach Newswire – 5 November 2026 – For shoppers preparing for Lazada's 11.11 sale, the next purchase may start with a product demonstration or a conversation in a livestream. Creator content brings shopping closer to everyday life, showing how an item is used, answering questions and helping viewers assess whether it suits their needs and budget.

Social commerce has become mainstream in Malaysia, according to the e-Conomy SEA 2026 report by Google, Temasek and Bain & Company.[1] For creators with established communities, affiliate commerce offers a way to turn the product recommendations they already share into a business.

J-Mie and Curtis Fu's affiliate business, Fulove Market, offers a Malaysian example. In June 2026, it crossed RM1 million in monthly GMV for the first time.

How Lazada helped turn recommendations into a business

The opportunity began with questions from followers. J-Mie, who had been sharing her everyday life online since 2018, found that viewers wanted to know where to buy the items in her videos and whether she would recommend them. They were looking for, as she puts it, "a friend who had already done the trying." Purchase links and group buys followed.

Lazada's brand campaigns gave the couple a route into affiliate commerce. J-Mie joined a Jo Malone livestream during the platform's 11.11 campaign in 2023. Further appearances in 2024 preceded the launch of their own Lazada affiliate livestreams, with a team handling the operation.

The affiliate model connected their content with an earning opportunity. Fulove could receive commissions from qualifying purchases made through its links, while customers placed their orders on Lazada. The couple could build a commercial operation around the audience relationships they had already established.

In May 2026, Fulove Market became the first multi-channel network (MCN) team to sign a Joint Business Plan with Lazada, marking a new stage in the relationship. Today, the venture has expanded from J-Mie livestreaming at home into a team of hosts operating across two offices.

Keeping the personal touch as the team expands

The founders bring distinct strengths to the company. J-Mie oversees product selection and presentation, while Curtis focuses on the team, business development and partnerships. As they describe it, "J-Mie decides what we stand for. Curtis makes sure it lasts."

Across skincare, beauty and home categories, Fulove works with brands it aligns with and selects items its hosts would use themselves. That judgement shapes what audiences hear during a broadcast. "Our approach is not about encouraging our consumers especially then women to consume more, but to choose better," J-Mie says.

In her videos, she might explain why she was initially unsure about an item, what changed her mind after trying it, or why it may not suit a particular skin type. The discussion gives viewers context for deciding whether the same purchase would work for them.

Maintaining that approach became a test of the company's ability to scale. When another Fulove host successfully ran an entire livestream independently, it showed the founders that their standards could be carried by a wider team. The operation could develop beyond J-Mie's own appearances while retaining the care her community expected.

Bringing brand knowledge and easier shopping together

Across its wider affiliate community, Lazada is supporting both business development and the quality of the shopping experience. Its LazAffiliate programme provides custom storefronts for organising recommended items, performance dashboards, campaign incentives and store vouchers, giving creators resources to manage their activity and collaborate with brands.

Lazada's partnership with Meta makes featured items easier to locate. Through Facebook's Affiliate Partnerships programme, eligible creators in Malaysia can connect their Lazada affiliate accounts and tag products in Reels and Feed posts. Viewers can tap through to the corresponding listing instead of searching manually. YouTube Shopping also allows creators to tag Lazada products in their videos, providing another direct route from content to the marketplace.

"Our affiliate strategy brings the best of Lazada closer to shoppers: quality products and compelling offers from brands around the world, supported by creator recommendations that make choosing easier. Partnerships such as Meta connect those discoveries directly to products on Lazada, while LazMall's official brand stores and verified sellers add assurance to the purchase.

"We want Malaysians to feel spoilt for choice and well looked after, with more value in their carts and greater confidence in what they buy. That is how we aim to make Lazada their first choice and grow sales for our brands, with campaigns such as 11.11 giving shoppers more opportunities to enjoy that value," said Jared Chan, Head of Regional Affiliate, Lazada Group.

This 11.11, shoppers can make every ringgit count by shortlisting what they need, using creator demonstrations to compare options, and checking the total checkout price after voucher savings and delivery charges. LazMall's official brand stores and verified sellers add assurance, helping consumers choose purchases that suit both their needs and budgets.

Lazada's 11.11 Biggest Sale of the Year begins at 8.00pm on 7 November 2026 and runs until 13 November, with the biggest deals starting from 10 November. To follow Fulove Market this 11.11, check its livestream schedule for updates and shopping links.

Shoppers can explore the offers and shop through the Lazada app on their mobile phones
Hashtag: #LazadaMalaysia #LazAffiliate #FuloveMarket #CreatorEconomy #AffiliateMarketing #SocialCommerce #eCommerce #Lazada1111


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About Lazada Group

Lazada Group is Southeast Asia's pioneer eCommerce platform. For the last 14 years, Lazada has been accelerating progress in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam through commerce and technology. Today, a thriving local ecosystem links about 160 million active users to more than one million actively selling sellers every month, who are transacting safely and securely via trusted payments channels and Lazada Wallet, receiving parcels through a homegrown logistics network that has become the largest in the region.