TikTok Shop empowers grassroots creators through “Live to Shine” Creator Competition

Live selling competition equips aspiring creators with skills, mentorship, and new income opportunities to thrive in the dynamic social commerce landscape.

via Graphic Plus — TikTok Shop has crowned the winner of its first creator reality show and live selling competition, “Live to Shine”. The milestone underscores TikTok Shop’s commitment to empowering grassroots creators through education, mentorship, and new income opportunities in social commerce.

Equipping Creators for Success

The program comes amid the growing Philippine creative economy, which contributed PHP 1.94 trillion to the country’s gross domestic product (GDP) in 2024 and employed over 7.5 million people (Philippine Statistics Authority), highlighting the opportunities available for creators and grassroots entrepreneurs in the digital economy. 

Live to Shine brought together contestants from across the Philippines and challenged them through a series of online content and live selling competitions, equipping them with practical live selling skills, hands-on training, and mentorship from established TikTok Shop creators.

Participants were ranked based on performance, with the Top 16 advancing to an intensive training phase. The finalists were divided into four teams and mentored by top TikTok Shop creators Daddy Louie (@louiejaybaloc), Dani Barretto (@danibarrettop), Iwa Moto (@iam_iwa), and Miss Dioza (@allaboutdioza), undergoing guided coaching sessions, practical selling exercises, and collaborative challenges designed to simulate real-world live selling. 

During this phase, contestants also learned essential skills for success in social commerce, including product storytelling, audience engagement, and effective use of TikTok Shop’s features to maximize sales and reach.

“Live to Shine was built to go beyond competition. It’s about equipping creators with the right skills, confidence, and support system so they can turn live selling into a sustainable source of income,” said Franco Aligaen, Marketing Lead, TikTok Shop Philippines. “By combining education, mentorship, and real selling experiences, we’re helping grassroots creators take meaningful steps toward economic empowerment.”

A Community-Driven Creator Journey

Following the training phase, the Top 16 advanced to the final round, where they competed in team-based and individual live selling challenges streamed on TikTok Shop. These challenges tested their ability to tell compelling stories, engage live audiences, and adapt in real time.

Team Miss Dioza emerged as the top-performing group, with each member receiving PHP 500,000 in cash prizes. The team included Grand Champion Adima Isnaji Balaman (@mommyhustler8), Anne Jeline Mendoza (@recosbyaj_), Gene Gulapa Salvador (@engeneer0213), and Krizia Marcelo (@sulittipidtipsph). Team Louiejay placed second, followed by Team Dani and Team Iwa.

“Hindi naging madali ang journey namin, pero pinatunayan ng team na kapag may disiplina, puso, at tiwala sa sarili, kakayanin. Hindi lang ito tungkol sa panalo; tungkol ito sa paghubog ng mga creator na handang lumaban at mangarap,” said Miss Dioza of her winning team. (“Our journey was not easy, but the team proved that with discipline, heart, and self-belief, anything is possible. This wasn’t just about winning; it was about shaping creators who are ready to grow and pursue their dreams.”)

The program was made possible with support from key partners, including Ovialand, which awarded the winner a house and lot worth PHP 5 million. Other prizes included:

• Top 1 Team – ₱ 500,000 per member 
• Top 2 Team – ₱ 300,000 per member
• Top 3 Team – ₱ 250,000 per member 
• Top 4 Team – ₱ 200,000 per member

The competition was also powered by Globe Telecom, The Loop, and TM Star Digital Solutions, helping provide the tools that enabled Filipino creators to showcase their talent and grow their businesses. 

A Life-Changing Win and a New Beginning

Among the standout stories from Live to Shine was that of Adima Isnaji Balaman (@mommyhustler8), a full-time housewife and single mother who was named Grand Champion. During the competition, Balaman was navigating significant personal challenges, including housing uncertainty for her family. Her win marked a turning point in both her creator journey and personal life.

“Sa buong journey ko sa Live to Shine, maraming araw na gusto ko nang sumuko. Pero sa bawat hirap, mas nanaig ang pangarap ko para sa mga anak ko, at labis ang pasasalamat ko sa TikTok Shop sa pagbibigay ng pagkakataon na ipakita hindi lang ang galing sa pagbebenta, kundi pati kwento at puso sa likod nito. Maraming salamat rin sa aking mentors at sa buong team na nagtiwala sa amin at nagbigay ng gabay,” said Balaman. (“Throughout my Live to Shine journey, there were days I wanted to give up. But my dreams for my children always pushed me forward. I am deeply grateful to TikTok Shop for giving me the opportunity not just to showcase my selling skills, but also the story and heart behind it. Thanks also to my mentors and the entire team for believing in us and guiding us along the way.”)

Through Live to Shine, TikTok Shop continues to strengthen its commitment to creator education, community-building, and inclusive economic opportunities, empowering more Filipinos to build sustainable livelihoods through live selling and social commerce.