Koolearn, a subsidiary of tutoring firm-turned-livestream e-commerce retailer New Oriental, will change its company name and stock code to EAST BUY from Mar. 14, the Hong Kong-listed company announced on Thursday. Koolearn began selling products via livestreaming at the end of 2021 as the former online education heavyweight tried to balance out losses from a regulatory crackdown on extracurricular classes. The firm saw a sudden rise in popularity in mid-2022 when its mixture of language teaching and product selling went viral. The company previously said it wanted to change names to be better aligned with its current and future business direction as it realizes that live e-commerce could bring “long-term growth potential” to the group. [Koolearn announcement, in Chinese]