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Jul 11, 2025
Beauty of Joseon scales live commerce with AnyMind Group’s AnyLive in Vietnam
Pioneering a hybrid livestream model to engagement and operational flexibility
AnyMind Group [TSE:5027], a BPaaS company for marketing, e-commerce, and digital transformation, has announced its collaboration C-Store, an official distributor of Beauty of Joseon in Vietnam, a well-known skincare brand from South Korea. Through this collaboration, AnyMind provides the live commerce solution through a hybrid livestream model that combines human and AI hosts to front livestreams.
Beauty of Joseon has begun piloting this AI-human hybrid livestream format in the Vietnamese market through AnyMind’s proprietary AI live commerce platform, AnyLive
. The AI avatar is uniquely developed to align with the brand’s identity and powered by a fully secure data system. It is capable of balancing scripted content with real-time emotional cues during livestream sessions, delivering a performance comparable to a human host.
While human-hosted livestreams continue to run during peak hours, the AI avatar supports the brand by maintaining a continuous livestream presence during off-peak times. This helps maximize consistent product exposure and selling opportunities, and reach a broader audience across various time slots.
Nguyen Lan Anh, Country Manager, Vietnam, AnyMind Group, said: “At AnyMind Group, we don’t see AI as a replacement for humans, but as a powerful tool that enables brands to operate with greater agility and optimize their resources. Beauty of Joseon’s adoption of a hybrid livestream model demonstrates how brands can practically and effectively apply technology to drive commercial growth.”
Nguyen Hoang Khang, Leader Marketing of C-Store shared: “We highly appreciate the initiative, technology and expertise of the AnyMind team in deploying the AI Livestream. This model allows us to scale our TikTok Shop operations in a flexible and sustainable way.”
The development and success of AnyLive go beyond accurately replicating human actions. We’ve just launched analytics on AnyLive, to enable more data-driven script creation and insights – ultimately AI livestreaming is at an early stage, and there’s more growth potential for optimization.
