“My name is Regine. And, that means Queen.”

Her eyes twinkled as she tossed her sleek blond ponytail, while a roomful of journalists joined her in raucous laughter during a media conference held at Berjaya Times Square Hotel in Kuala Lumpur recently.

She’s Taiwanese celebrity television host Regine Wu, better known as Li Ching (or Li Jing) to her Chinese-speaking fans.

Hailed as The Queen Of the Shopping Channel in Taiwan, the flamboyant entertainer made her name as a top auctioneer during her stint on Taiwan’s Eastern TV Auction Channel, as her sales credentials are nothing short of legendary.

She holds multiple sales records: 700 laptops in 85 minutes, 380 one-carat diamonds in 80 minutes, 250 motor homes in an hour, 260 cars in an hour and NT200mil (RM23.44mil) worth of sales in just one hour. And now, the vivacious television personality is the director and adviser to Malaysia’s first 24-hour local Chinese-language shopping channel Hao Xiang Shopping TV.

Hao Xiang

Taiwanese celebrity host Regine is the adviser of Hao Xiang Shopping TV.

“Unlike Taiwan, which is already saturated with home shopping channels, Malaysia is a relatively unexplored market for the Chinese-language shopping TV phenomenon,” said the 52-year-old Taiwanese superstar.

Armed with a bag full of jokes, she had the audience frequently cracking up with her playful jibes at the expense of her rumoured rival, popular fellow Taiwanese celebrity host Matilda Tao, as well as her own fears of being home alone.

“If you are like me, a scaredy-cat who’s terrified of being stuck at home alone when your husband is not around to keep you company, then the shopping channel would be your best friend. At least, if you doze off with the shopping channel on, you can be assured you won’t wake up and be frightened by some random ghost movie on the TV screen.”

Launched by Telekom Malaysia Berhad (TM) via its IPTV service HyppTV, the dedicated shopping channel airs on HyppTV (Ch 122 in HD) and has English subtitles for shoppers who don’t speak or read Chinese. For added convenience, the channel is currently available as one of the HyppTV Free-To-Air channels, as well as on the HyppTV Everywhere mobile app so that subscribers can also shop on the go.

Hao Xiang Shopping TV was officially launched by TM new media executive vice president Jeremy Kung and Enjoy TV Holding Sdn Bhd chairman Sam Yap at Berjaya Times Square Hotel, last month.

Commenting on the launch, Kung shared that the new Chinese-language shopping channel complements their existing English-language shopping TV channel Direct Showcase. He also ensured a better quality TV shopping experience, adding: “With a dedicated customer service team via a toll-free hotline, as well as prompt delivery and smooth payment transactions, shoppers can easily purchase any product of their choice with just a phone call.”

Yap continued: “As the first Chinese home shopping channel in Malaysia, we believe that good channel branding with systematic operations and a favourable reputation are imperative to building trust from customers. Besides that, the best merchants and product selections also play an important role in determining the success of an online shopping channel.”

Hao Xiang

Malaysian supermodels Amber Chia and Wilson Tan are among the six shopping hosts of HyppTV’s Hao Xiang Shopping TV.

Hao Xiang Shopping TV offers more than 300 products ranging from lifestyle and fashion items to electronics and home appliances. Customers are assured of a seven-day return warranty for every purchase from the channel, which also boasts an in-house call centre and speedy delivery.

The new channel also unveiled its six Malaysian hosts: supermodels Amber Chia and Wilson Tan, local actor Johnson Low, and radio deejays Jin Long, Pei Yin and Ryan Yong, as well as The Beauty Champion finalist Charlene Ong.

For more information on the service, visit Enjoy TV or HyppTV or call the Hao Xiang Shopping TV hotline at 1-800-888-122.