Exclusive Interview with Crossing Founder Taylor Tang: From Livestream E-commerce to IP Card Game Innovation
LAPost/Los Angeles (March 4, 2025) — In just three years, Crossing, a startup founded by international students, has grown into a leader in North America’s TCG (Trading Card Game) industry. Last May, the company secured $6 million in Series A funding led by China Literature Group and is now expanding its global presence. Recently, Los Angeles Post conducted an exclusive interview with Crossing’s founder, Taylor Tang, delving into the company’s development, funding strategies, IP initiatives, and global market expansion.
Taylor Tang accepted an exclusive interview with the Los Angeles Post (Photo by: Richard Ren/LAPost)
Strategic Shift: From Livestream E-commerce to IP Card Games
Reflecting on the early challenges, Taylor shared, “Our biggest hurdle was transitioning from a livestream e-commerce service provider to an IP card game ecosystem builder.”
In 2021, Crossing’s primary focus was livestreaming beauty and digital products. However, spotting trends in global consumer markets, the company pivoted in Q1 2022, executing a three-step strategic upgrade:
- Category Focus: Shifted from multi-category livestreaming to TCG card games, breaking into the market through TikTok card break streams.
- Online-Offline Integration: Opened five flagship stores in Los Angeles, Las Vegas, and Tokyo, while attending 150+ major conventions annually to boost brand presence.
- From Distribution to IP Creation: Transitioned from reselling Pokémon and One Piece cards to signing sports event IPs and launching their original IP — HiroQuest.
$6 Million Series A Funding and Global IP Expansion
With $6 million in Series A funding led by China Literature Group, Taylor outlined four main areas of investment:
- IP Ecosystem Expansion: Partnering with top 100 global entertainment IPs, focusing on anime and comic franchises.
- Original IP Development: Advancing HiroQuest through card game engine upgrades, collectibles, and cross-category products.
- Channel Growth: Strengthening sales channels via livestreams, e-commerce, physical stores, and vending machines.
- Tech Innovation: Integrating AI with IP content to enhance user experience.
Crossing is also preparing for Series B funding, seeking strategic investors to accelerate global expansion.
HiroQuest: Building a Global Original IP
HiroQuest has become a cornerstone of Crossing’s brand, driven by:
- Global Collaborations: Partnering with world-renowned DJ Steve Aoki to expand HiroQuest‘s global reach.
- Immersive Storytelling: Blending music, sci-fi, and adventure to create an engaging IP universe.
- Cross-Industry Partnerships: Collaborating with fashion brands like Burton to extend HiroQuest’s influence.
- Diverse Product Lines: Focusing on innovative card design and gameplay to balance collectibility and gaming experiences.
Crossing aims to further HiroQuest by developing animations, digital collectibles, and mobile games, while partnering with top-tier IPs and artists worldwide.
Global Expansion and Future Outlook
Currently, Crossing operates physical stores in the U.S. and Japan and is exploring the European market, with plans to open offices in the UK and Germany and collaborate with local partners.
“Our five-year goal is to make Crossing a global leader in IP derivatives — dominating North America’s TCG market and establishing HiroQuest as a beloved global brand,” Taylor stated.
Looking ahead, Taylor predicts that IP collaborations, digital innovation, in-person experiences, and globalization will drive the TCG industry. Crossing is committed to pushing boundaries, delivering diverse content, and enhancing player experiences in this global IP race.
Born in Harbin, Taylor Tang began his entrepreneurial journey while studying at UC Irvine. As a 90s-born serial entrepreneur, he was named to the 30 Under 30 Chinese Entrepreneurs in the US list in 2020, co-hosted by AACYF and Los Angeles Post.
(By: Richard Ren / LAPost)
