Empowering Pinoy MSMEs with TikTok Shop and ASEAN SOAR Together Program
The program enables MSMES to expand their reach, amplify their brand stories, and transform online engagement into sustainable business growth.
TikTok Shop, in partnership with the ASEAN Foundation and the ASEAN Business Advisory Council, has launched a transformative program to help Filipino micro, small and medium enterprises (MSMEs).
The ASEAN Supporting Our Retailers and Artisans (SOAR) Together Program equips MSMEs with expert-led training, digital marketing guidance, and strategic tools to elevate their competitiveness in the global digital landscape.
MSMEs are empowered to expand their reach, amplify their brand stories, and transform online engagement into sustainable business growth.
Spotlight on Filipino Brands
Eight MSMEs in the Philippines have participated in the SOAR Together Program, including three homegrown brands: Anthologie, Kape Lumad, and MAGWAI.
These enterprises now leverage TikTok Shop’s platform to increase their visibility and to connect with broader markets.
artisans. The brand is one of the Filipino MSMEs growing its presence through TikTok Shop’s ASEAN
SOAR Together Program.
Logie Tonacao, founder of Anthologie—a business that produces handwoven scarves and accessories in partnership with women artisans while preserving traditional weaving techniques—shared how the program has reshaped her digital story.
“Our focus has always been on affordable, locally made products and supporting women artisans in our communities,” said Tonacao.
“With the ASEAN SOAR Together initiative, we’ve discovered how to use TikTok to tell these stories in ways that inspire younger consumers, while also learning practical skills in digital marketing and content optimization.”
Through the ASEAN Soar Together Program, Kape Lumad has been able to amplify the voices of its partner farmers in Bukidnon and inform a larger audience about the quality and uniqueness of its premium coffee blends.
during a capacity building workshop, where they showcased locally produced coffee.
“Our mission has always been to uplift the Lumad farming communities in Bukidnon while offering high-quality, unique coffee products,” John Ryan Loyloy, Co-Founder of Kape Lumad, said. “The program helped us realize the power of targeted digital engagement on TikTok Shop and provided practical tools to connect with our audience. Now, we are better positioned to expand beyond our local community and reach national and international audiences.”
Using the digital marketing, content optimization, and live selling knowledge gained from the ASEAN Soar Together Program, MAGWAI has been able to reach environmentally conscious consumers and better market its products on TikTok Shop. Sustainable alternatives such as reef-safe sunscreens, plastic-free shampoo bars, and eco-friendly towels have been made more accessible online.
“One of the biggest challenges we’ve faced is encouraging consumers to try new, more sustainable products,” reveals MAGWAI Co-Founder Mafel Tamayo. “The program has been a game-changer, helping us unlock TikTok Shop as a key platform to reach our target audience, engage with them authentically, and even explore live selling. We’re now confident in growing TikTok Shop as a major sales and engagement channel, while staying true to our brand identity.”
Incentives and Regional Recognition
As part of its commitment to inclusive growth, TikTok Shop awards top-performing MSMEs with up to $1,000 in advertising credits to boost their digital campaigns.
In addition, selected MSMEs will also be featured at high profile events like the ASEAN Business and Investment Summit 2025, which will be held in Malaysia from October 25 to 26, 2025.
“TikTok Shop aims to empower entrepreneurs with knowledge, tools, and insights to grow sustainable businesses in the digital economy,” said Chanida Klyphun, Director of Southeast Asia Public Policy, TikTok.
“By helping MSMEs transform engagement into real commerce, we’re supporting inclusive growth and enabling smaller brands across Southeast Asia to compete on both national and regional stages.”
A One-Stop E-Commerce Solution
TikTok Shop offers a seamless e-commerce experience through its shoppable content, including in-feed short videos, live shopping events, and the Shop Tab marketplace.
Brands can engage with users and drive growth within the app.
It is also one of the biggest e-commerce platforms in the Philippines, based on market position and user engagement.
The Philippine e-commerce market continues to expand rapidly. In 2021 alone, online sales reached $17 billion, fueled by 73 million active users.
It is estimated to reach $24 billion with 17% growth through 2025.
Trustmark Registration Online: Date Extended
Online sellers like those on TikTok Shop have until December 31, 2025 to register for the Department of Trade and Industry Philippines’ Trustmark digital badge.
The mark is a recognition for online merchants and platforms that demonstrate trustworthiness, safety, and adherence to fair e-commerce practices.
Interested sellers can register for TikTok Shop here.
