Creativity Meets Commerce: TikTok Shop Champions Filipino MSMEs at ASEAN Business Summit
TikTok Shop’s ASEAN SOAR Together Program participants stood out at ABIS 2025.
Eleven micro, small, and medium enterprises (MSMEs) stole the spotlight at the ASEAN Business and Investment Summit (ABIS) 2025 in Kuala Lumpur, Malaysia in October.
Among them were five entrepreneurs from the ASEAN Supporting Our Artisans and Retailers (SOAR) Together program and six TikTok Shop sellers, including Filipino MSMEs MAGWAI and Alta Philippines.
The participants shared their entrepreneurial journeys and conducted live selling sessions Through their presentations, they showcased how creativity, innovation, and digital tools are transforming small businesses across the region.
Empowering MSMEs Across the ASEAN
While businesses play a vital role in driving economic prosperity in Southeast Asia, many still face challenges in adopting digital transformation due to limited access to tools, low online visibility, and the lack of scalable business strategies.
To bridge these gaps, TikTok Shop, in collaboration with the ASEAN Foundation and the ASEAN Business Advisory Council (ASEAN-BAC) Malaysia, launched the ASEAN SOAR Together program—a regional initiative that empowers 50 MSMEs representing over 150 entrepreneurs across ASEAN with tailored training, digital skills development, and visibility opportunities.
“TikTok Shop is deeply committed to supporting the digital transformation and upskilling of MSMEs, and the ASEAN SOAR Together program is a prime example of how we are empowering these MSMEs. Through a combination of training, real-world application, and curated exposure opportunities across ASEAN, we’re empowering entrepreneurs with the tools and opportunities to help them thrive digitally,” said Chanida Klyphun, Director of Public Policy for Southeast Asia of TikTok.
“Most importantly, we’re enabling them to harness the power of TikTok Shop’s unique discovery-to-purchase ecosystem. Our platform’s communities, connected by shared interests, create a powerful digital storefront where anyone can be seen, engaged, and succeed. We are heartened by early successes where participating sellers have seen a robust increase in sales and conversion rates after applying insights learnt from the program and engaging in live selling,” Klyphun added.
TikTok Shop works closely with Southeast Asian governments, ministries, and agencies to accelerate the digital transformation of MSMEs. As MSMEs form the backbone of ASEAN’s economy, contributing to employment, innovation, and growth, TikTok Shop strengthens its efforts to help enterprises unlock their full potential through digital commerce and visibility.
The ASEAN SOAR Together program cements TikTok Shop’s commitment to empowering MSMEs across the region
Filipinos Brands Shine at ABIS 2025
Representing the Philippines at this year’s ASEAN Business and Investment Summit were MAGWAI, a Filipino-owned sustainable personal care brand; and Alta Philippines, a Marikina-based shoe manufacturer.
Known for its reef-safe sunscreen, plastic-free shampoo bars, and eco-friendly towels, MAGWAI blends sustainability and the power of innovation through TikTok Shop. Since joining the ASEAN SOAR Together Program, MAGWAI has strengthened its live-selling capabilities and digital marketing strategies, resulting in stronger engagement and steady sales growth. The brand continues to inspire more Filipino consumers to embrace sustainable choices while expanding its regional presence.
Alta Philippines, on the other hand, belongs to TikTok Shop’s growing community of digital-first businesses. TikTok Shop’s training programs, analytics tools, and community-driven features have enabled the shoe brand to scale operations and reach new audiences nationwide.
ASEAN delegates such as George Barcelon, Chairman of the Philippine Chamber of Commerce and Industry and ASEAN-BAC Philippines Member, had the opportunity to visit TikTok Shop’s booth. They witnessed firsthand the innovative ways local MSMEs are leveraging the platform to drive business growth.
The top-performing enterprises’ live selling sessions impressed the delegates, who in turn acknowledged TikTok Shop’s transformative power in uplifting MSMEs by providing accessible tools, training, and a platform that helps amplify their businesses and encourages them to look forward to potential collaborations in the near future.
Driving Inclusive Digital Growth Through Effective Collaboration
“Our presence at ABIS 2025, concurrent with the 47th ASEAN Summit in Malaysia, provides a powerful platform to demonstrate the tangible success of our capacity-building efforts,” said Dr. Piti Srisangnam, Executive Director of the ASEAN Foundation. “Seeing our MSMEs—the backbone of the ASEAN economy—showcase their growth and digital resilience on this international stage is a moment of immense pride.”
According to Dr. Srisangnam, the success of MSMEs at ABIS 2025 validates the effectiveness of the ASEAN SOAR Together program. It is a testament of TikTok Shop’s dedication to equipping entrepreneurs with essential e-commerce skills.
Together with TikTok Shop, the ASEAN Foundation continues to push for efforts to ensure digital transformation remains inclusive and sustainable, and that it delivers real, lasting prosperity for communities across Southeast Asia.
Moreover, the ASEAN SOAR Together program exemplifies the effective collaboration among concerned organizations–TikTok Shop, the ASEAN Foundation, and ASEAN-BAC–in advancing ASEAN’s digital economy.
“We witnessed MSMEs strengthening their digital capabilities and competitiveness across the region. The outcomes showcased during the recent ABIS 2025 highlighted how targeted initiatives can drive inclusive growth and empower entrepreneurs, especially women and youth, to contribute to ASEAN’s sustainable economic development,” Tan Sri Nazir Razak, Chairman of ASEAN-BAC Malaysia, said.
The ASEAN SOAR Together Program remains a cornerstone of TikTok Shop’s regional efforts to empower MSMEs and strengthen Southeast Asia’s digital economy. Building on these regional successes, TikTok Shop continues to champion local entrepreneurs by expanding access to training and social commerce opportunities.
