Cross-border live-streaming becomes an important channel for Chinese hair-piece brands to enter Southeast-asian markets. Local-language live rooms on TikTok Shop and Shopee broadcast lace wigs, clip-in extensions and synthetic fashion wigs to local audiences. Localized hosting and real-time discount promotion effectively shorten consumer decision cycles. Industry statistics show that hair-goods live-stream GMV in Southeast-asia increased by 41% year-on-year, and more factories are building overseas livestream operation teams for regional market expansion.