Joy Spreader Group Inc. issued a voluntary announcement on May 17, 2022, detailing the establishment of the overseas e-commerce division. The overseas e-commerce business is fed by content traffic based on user recommendations from an already well-established short video new media platform in tandem with a closed-loop business ecosystem, consisting of an e-commerce platform wholly built and operated by Joy Spreader, as well as a proprietary e-commerce supply chain that integrates product sourcing, customs clearance, warehousing, logistics and payment. To date, the overseas e-commerce business operates in several countries and regions in Southeast Asia and primarily markets several of China's well-known national consumer electronics brands.

The Group is one of the first Chinese operators to successfully commercialize its product lineup on a leading overseas short video platform. The rapid growth of the overseas e-commerce business has led the Group to implement a structural change to the business by establishing a wholly-owned subsidiary in Hong Kong SAR, Joy Spreader Interactive Group (HK) Limited, with the entity running the overseas e-commerce business. The Group has appointed Zhang Zhidi as the head of the new subsidiary, with responsibility for the development strategy and overall operations.

In October 2021, Mr. Zhang exited his former role as Joy Spreader's executive director and general manager in order to take charge of the overseas e-commerce business, including preparatory work and business development.