YiDian, a multi-channel network (MCN), plans to engage Key Opinion Leaders (KOLs) across platforms like TikTok, Douyin, Bilibili, and XiaoHongShu to drive traffic to its e-commerce site, which will feature a variety of products. The site will specialize in Japanese gourmet items and cosmetics, aiming to introduce UK favorites to the Chinese market and vice versa. The e-commerce platform is set for deployment in both the UK and China, fostering a two-way cultural commerce channel.