【Interview with VERSE Magazine】
Adult Live-Streaming Platform SWAG: Shutting Down Sites Cannot Stop Humanity’s Demand for Adult Content
SWAG CEO Sam。Photography: Cheng-Hsiang Wang
The adult live-streaming platform SWAG has previously sparked major online controversies through productions such as the “Magic Mirror” series and the “Metro Series,” which eventually led to a platform shutdown crisis.
While the incident brought immense pressure, it also opened channels for communication between the brand and government authorities, paving the way toward building a compliant and legally regulated creative environment.
Today, SWAG is not only striving to become the market leader, but also aims to serve as a role model within the adult entertainment industry.
An Adult Platform That Looks Like a Tech Company
Walking into SWAG’s office feels no different from entering a typical technology firm — far removed from any immediate association with “erotic” or “adult” content.
CEO Sam Liu describes SWAG as similar to an e-commerce platform — “just with different content.”
In 2021, SWAG, primarily focused on adult content, faced accusations of facilitating prostitution and distributing obscene materials. Major news networks reported the arrest of its leadership, while the platform was temporarily shut down.
Public reaction was intense: users expressed outrage, while conservative voices viewed it as a necessary crackdown.
Behind the scenes, financial figures were revealed, showing that within just three years of operation, SWAG’s transaction volume had surpassed NTD 1 billion.
Yet when SWAG later resumed operations after cooperating with authorities, the reopening received little media attention.
“When we were shut down, the news ran nonstop for seven days,” Sam said bitterly. “When we reopened, it was just a brief news ticker. Everyone knows we were shut down, but no one knows we came back.”
From Influencer Monetization to Adult Platform
SWAG originally began as a live-streamer platform under 17LIVE, designed to help creators monetize daily content.
“Each streamer had a SWAG contract,” Sam explained. “Big influencers, small influencers, even nano-influencers could earn money by unlocking paid content. Fans paid to support them.”
In 2017, performance fell short of expectations, and the parent company considered shutting SWAG down.
At the time, Sam, who was working as an engineer at 17LIVE, took on the challenge of running SWAG — under pressure to either turn it around or close it completely.
He introduced online ranking competitions with cash prizes of NTD 500,000 for top creators.
“Once the competition started, everyone went crazy,” Sam recalled.
What began with mild exposure gradually escalated — from showing legs, to lingerie, to increasingly explicit performances. Within just one or two months, revenue exceeded expectations, and SWAG’s adult platform identity took shape.
Sam acknowledged the moral gray area but emphasized that no social harm was done, and many creators were able to earn meaningful income.
At the time, Taiwanese society was becoming increasingly open, with public discourse around same-sex marriage and gender equality gaining momentum.
“If we’re already moving in this direction,” Sam said, “why not industrialize it?”
Photography: Cheng-Hsiang Wang
Why the Industry Will Never Disappear
Sam is fully aware that many people look down on the adult industry. But he posed a blunt question:
“Why has sex work never disappeared?”
“It’s not because there are too many immoral women,” he said. “It’s because many of them are trapped by economic hardship.”
He pointed out that many women lack government support, are rejected by banks, and see few alternatives.
“If not for platforms like SWAG, they’d have nowhere to go,” Sam said. “I’m not hurting anyone — I’m helping them.”
Responding to critics, he added, “You can judge me all you want. At least I have a clear conscience.”
From Shutdown to Compliance
Sam believes the adult industry is still in its infancy in Taiwan and admits that SWAG has yet to fully define its own unique style.
He compared Taiwan’s adult industry to the early days of folk music, while the U.S. and Japan already have global superstars like Michael Jackson.
“There’s no reason Chinese-speaking markets can’t develop their own stars,” he said.
However, one major bottleneck remains rampant piracy.
Sam likened the situation to the early days of KKBOX, when users preferred downloading pirated MP3s rather than paying for streaming.
He shared that even Chinese platforms interested in legal licensing eventually withdrew, citing widespread piracy by competitors.
Another challenge is the lack of clear adult content regulations.
Sam believes the industry needs formal associations to work collectively with government authorities, rather than having a single company negotiate policies.
Redefining Responsible Adult Content
Beyond avoiding illegal content such as violence, bestiality, extreme abuse, and non-consensual acts, Sam hopes the industry will place greater emphasis on public perception.
He warned against using overly controversial figures purely for attention, which only reinforces negative stereotypes about adult entertainment.
The 2021 shutdown, he believes, was a turning point.
SWAG had constructed a highly realistic subway car studio for filming, which sparked massive public debate — even prompting Taipei Metro to issue official clarifications.
Amid media frenzy and political scrutiny, authorities launched investigations.
Sam explained:
“We were too reckless back then. We built a fake metro set, and the news exploded. Even though it wasn’t real, everyone jumped in and it spiraled out of control.”
He also noted that a former “dating” feature on the platform was interpreted as facilitating prostitution, which SWAG ultimately removed.
When investigators entered SWAG’s office, they were surprised to find a healthy, professional tech-company environment.
Sam fully cooperated, removed controversial features, and embraced the idea of operating within a “compliance framework.”
“I wouldn’t say it’s fully legal,” Sam explained. “But it’s compliant. There’s no law that says we’re legal — but we’re not breaking any rules either.”
Unlike sensationalized portrayals in shows such as AV Emperor, Sam has no intention of clashing aggressively with authorities.
In fact, he believes Taiwan’s legal system is relatively open-minded.
“The government doesn’t say you can’t film, can’t sell, or can’t make money,” Sam said. “The only requirement is protecting minors — and that’s completely reasonable.”
Source：VERSE https://www.verse.com.tw/article/swag-2023
Text：Huang-Teh Weng
Photography：Cheng-Hsiang Wang
Images：Provided by SWAG
Editor：Mion
Chief Editor：Chen-Yu Kuo