TikTok Shop Announces Winners of “Live to Shine” Creator Competition

TikTok Shop’s live-selling competition equips aspiring creators with skills, mentorship, and new income opportunities.

TikTok Shop declared the winner of its first creator reality show and live-selling competition, “Live to Shine.”

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

Adima Isnaji Balaman (@mommyhustler8), a full-time housewife and single mother, was named Grand Champion of “Live to Shine.” Ovialand, a partner of the competition, awarded her a house and lot worth P5 million. 

Balaman navigated personal challenges during the competition, 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.”)

TikTok Shop creators Iwa Moto, Dani Barretto, Daddy Louie, and Miss Dioza with their teams during the training phase of Live to Shine, guiding participants through practical live selling exercises and coaching sessions.

Participants were ranked based on performance, with the Top 16 advancing to a 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).

The contestants underwent guided coaching sessions, practical selling exercises, and collaborative challenges designed to simulate real-world live selling. 

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 stories, engage live audiences, and adapt in real time.

“Live to Shine was built to go beyond competition,” said Franco Aligaen, marketing lead of TikTok Shop Philippines. “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.”

“By combining education, mentorship, and real selling experiences,” he said, “we’re helping grassroots creators take meaningful steps toward economic empowerment.”

Live to Shine contestants prepare and showcase their skills, from offline training sessions with their mentors to engaging audiences during live selling challenges on TikTok Shop.

Team Miss Dioza emerged as the top-performing group, with each member receiving P500,000 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.”)

Winning coach Miss Dioza celebrates with her team after being named the top-performing group, alongside TikTok Shop creators Daddy Louie, Dani Barretto, and Iwa Moto at the Live to Shine finals.

Members of the Top 4 teams received the following cash prizes:

• Top 1 Team – P500,000 per member 
• Top 2 Team – P300,000 per member
• Top 3 Team – P250,000 per member 
• Top 4 Team – P200,000 per member

Globe Telecom, The Loop, and TM Star Digital Solutions also sponsored the reality show.

This content was produced in collaboration with TikTok Shop. Our Partner Content stories help us further our mission of providing relevant stories, expert insights, and business intelligence that empower Filipino entrepreneurs. The Business Manual maintains oversight of our partnership standards.