The LazBeat News Roundup is a quick take on the latest happenings at Lazada Group and in the wider regional digital commerce landscape. Highlights from this week’s roundup include Sulwhasoo’s debut regional Super Brand Day on LazMall and Lazada Run’s first race in Vietnam.

Sulwhasoo Launches First Regional LazMall Super Brand Day

Luxury brand Sulwhasoo is set to launch its first regional LazMall Super Brand Day in collaboration with Lazada, Southeast Asia’s pioneer eCommerce platform. Lazada shoppers across Singapore, Thailand, Malaysia, Vietnam and Indonesia can look forward to the launch of Sulwhasoo’s sixth-generation First Care Activating Serum on LazMall alongside a series of exclusive activities and content exploring Korean heritage, art and beauty. The experiences include livestreams as well as content inspired by risograph art. There will also be exclusive sets with special gifts, such as Sulwhasoo scented candles designed by Korean artist Sim Bo-geun from ceramic brand MUJAGI as well as towels designed in collaboration with luxury towel brand TWB. This partnership between Sulwhasoo and Lazada will also feature exclusive offline-to-online workshops for customers in selected markets to learn more about Korean skincare routines. Sulwhasoo’s LazMall Super Brand Day will be held in Singapore on 28 April and is available exclusively on Lazada.

Lazada Run Kicks Off in Ho Chi Minh City

Lazada Run kicked off the first of six races in Ho Chi Minh City and saw participation from over 9,000 runners from eight countries on April 22 and 23. Runners competed in three race categories: 5km, 10km and 21km. The top three fastest runners from each category were awarded trophies, cash prizes, vouchers and more. There was also a 1.5km family run. Lazada Run will continue on in Indonesia on June 11; Thailand on June 25; the Philippines on July 2; Malaysia on July 16; and finally in Singapore on July 23, where top runners will compete in a final race. Ticket sales and registration for the runs are available via the respective country apps.