A top Chinese live-streaming celebrity sold nearly $30 million of New Zealand products in a four-and-a-half-hour live stream on Friday.

Viya, who streams on Alibaba's online shopping website Taobao, kicked off a live stream from Auckland at midnight (8 pm China time) in which she showcased 40 New Zealand and Australian brands to almost 10 million Chinese viewers.

Viya has nearly 6.5 million followers on Taobao, and products she promotes often sell out in within a matter of seconds. The live stream took place from her Remuera hotel room and feature a live haka. Brands showcased included Trilogy, Wild Ferns, The Collection, and Linden Leaves.

As well as skincare products, honey, dairy, and cereals were featured. Viya facilitated the sale of 120,000 pots of Richora UMF 10+ Manuka Honey worth $3.4 million, and 125,000 tubs of Australian dairy company Maxigene's milk powder worth $2.5 million.

As a KOL or 'Key Opinion Leader', Viya holds a record of facilitating the sales of $66 million worth of products in a single day.