First seller × creator matching event

1. Watch for the next event

   TikTok is starting to create venues for choosing creators. Announcements of future rounds will come through Seller Center and official press releases.

2. Choose creators by actual sales, not follower counts

   Among the top 300 creators, those with fewer than 50,000 followers account for 66.2% of sales. The top 5 creators with more than 500,000 followers account for only 2.9% (Nint research). There is almost no correlation between follower count and sales.

From

Mar 18, 2026

Who

Sellers and creators

Impact

More than 60 sellers and more than 240 creators took part. TikTok has started brokering supply and demand itself — a sign that it recognizes the demand for help choosing creators.

1. TikTok Shop Japan, “TikTok Shop Japan holds its first matching event to promote seller–creator collaboration; more than 60 sellers and 240 creators” (PR TIMES, in Japanese)Mar 19, 2026 / Confidence: High
2. Nint, “Correlation between follower counts and sales” (in Japanese)2026-07 / Confidence: Medium

URITE, “First seller × creator matching event”
https://urite.jp/en/changes/2026-03-18 (accessed Sep 28, 2026)

• Sep 16–20, 2026Sales events“Tokusele WEEK” and keyword coupons (tied to the TGC collaboration)
• Sep 14–16, 2026Sales eventsFirst Korean-cosmetics campaign: “TokuToku FEST – Korean Cosmetics WEEK”, up to 20% off
• Announced Sep 1, 2026ProgramsFirst awards program: “TikTok Shop Japan Awards 2026” (26 awards in 5 categories; ceremony on Nov 30)

• 2026.09.11First published.
• 2026.09.12Updated the source to match the official announcement (Mar 19, 2026, PR TIMES).

Dates are those of the Japanese page. The English edition was added in September 2026.