ASEAN SOAR Together Programme Showcases MSME Digital Success Stories at ABIS 2025 

November 10, 2025 - 5:35 PM

Celebrating the transformative impact of digitalisation on MSMEs across ASEAN through the ASEAN SOAR Together Programme

(From left) Candera Chan, Southeast Asia Public Policy at ByteDance; Ithikorn Tritasavit, Public Policy Manager for TikTok Thailand, Cambodia, Laos and Myanmar; Eng Netra, Director of the Cambodia Development Resource Institute; Chanida Klyphun, Director of Public Policy at ByteDance; Eng Saloth, Owner of Camb-Aha; and Queentara Alysha, Project Officer at ASEAN SOAR Together, pose in front of the ASEAN SOAR Together x TikTok Shop booth during the ASEAN Business and Investment Summit 2025. Photo by Sunlee Khan / Courtesy of TikTok x ASEAN Foundation

Kuala Lumpur, 31 October 2025 – The ASEAN Foundation, in partnership with TikTok Shop and the ASEAN Business Advisory Council (ASEAN-BAC) Malaysia, showcased the success of the ASEAN SOAR Together programme at the ASEAN Business and Investment Summit (ABIS) 2025 in Kuala Lumpur. The showcase highlighted the power of public-private collaboration in driving the digital transformation of Micro, Small, and Medium Enterprises (MSMEs) across ASEAN.

During the Summit, five outstanding ASEAN SOAR Together MSMEs took centre stage to share their digital transformation journeys and conduct live-selling sessions to regional audiences, demonstrating how creativity, innovation, and digital tools are empowering small businesses to expand and thrive across Southeast Asia.

“TikTok Shop is deeply committed to supporting MSMEs in their digital transformation, and the ASEAN SOAR Together programme is a prime example of how we are helping these businesses grow. Through a combination of training, real-world application, and ASEAN-scale exposure, we’re empowering entrepreneurs with the tools and opportunities that help them thrive digitally. 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,” said Chanida Klyphun, Director of Public Policy for Southeast Asia, TikTok.

Empowering MSMEs to Soar Across ASEAN

Recognising that MSMEs form the backbone of ASEAN’s economy yet face persistent barriers to digital adoption, the ASEAN Foundation, TikTok Shop, and ASEAN-BAC Malaysia launched the ASEAN SOAR Together programme to bridge this gap. The regional initiative empowers 50 MSMEs, representing over 150 entrepreneurs across all ASEAN Member States, through tailored capacity-building, digital skills development, and visibility opportunities.

Through a series of workshops and training sessions led by TikTok Shop and digital marketing experts, participants enhanced their live-selling techniques, content creation capabilities, and policy compliance understanding. They then applied these skills through a Business Challenge campaign, translating knowledge into tangible business results and building resilience in the digital marketplace.

The programme culminated at ABIS 2025, where five top-performing MSMEs—MAGWAI (Philippines), LALAPIS(Thailand), Meatless Kingdom (Indonesia), Redlands Coffee (Vietnam), and Camb-Aha (Cambodia)—were featured for their outstanding achievements and innovation.

“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. This success validates the ASEAN SOAR Together programme and the unwavering commitment of our partner, TikTok Shop, in equipping these entrepreneurs with essential e-commerce skills. We are accelerating our efforts to ensure digital transformation remains inclusive, sustainable, and delivers real, lasting prosperity for communities across the region,” he emphasised.

Celebrating Growth and Regional Impact

The ASEAN SOAR Together MSMEs have achieved remarkable growth through the programme:

  • MAGWAI (Philippines) recorded 79% GMV growth and a 2.3× increase in sales conversion rate, achieving in two hours of live selling what previously took a month.
  • LALAPIS (Thailand), a women-led clothing brand, saw a 22% increase in sales conversion rate within two months.
  • Redlands Coffee (Viet Nam) attracted 10,000 profile visits and generated 134 new orders worth 21,000,000 VND.
  • Camb-Aha (Cambodia) achieved up to 60% growth in followers, video views, engagement, and customer inquiries.
  • Meatless Kingdom (Indonesia) achieved a 715% growth in GMV, a 602% increase in engagement, and 13 videos featured on TikTok’s For You Page.

“This summit brought tremendous impact on our future business development, especially in expanding export opportunities and fostering cross-border collaborations. We truly hope that through initiatives like this, small businesses will continue to grow, inspire, and make a positive difference for the wider community,” shared Rizky Amalia, representative of Meatless Kingdom.

Delegates from various ASEAN Member States visited the ASEAN SOAR Together – TikTok Shop booth at ABIS 2025, commending the initiative for helping MSMEs adopt practical digital solutions, expand their market reach, and achieve sustainable online growth.

“The ASEAN SOAR Together programme exemplified effective collaboration in advancing ASEAN’s digital economy. Through the partnership between TikTok Shop, the ASEAN Foundation, and ASEAN-BAC, we witnessed MSMEs strengthening their digital capabilities and competitiveness across the region,” said Tan Sri Nazir Razak, Chairman of ASEAN-BAC. “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.” 

Toward an Inclusive Digital ASEAN

The ASEAN SOAR Together programme underscores the ASEAN Foundation’s mission to foster an inclusive and sustainable digital economy. Through this partnership, the ASEAN Foundation, TikTok Shop, and ASEAN-BAC Malaysia reaffirm their shared commitment to empower entrepreneurs, amplify local businesses, and promote equitable growth across Southeast Asia.

Together, they are advancing ASEAN’s digital transformation agenda in alignment with the ASEAN Community Vision 2045 and the ASEAN Digital Economy Framework Agreement (DEFA), ensuring no MSME is left behind in the journey toward an inclusive digital future.

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About TikTok

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok’s global headquarters are in Los Angeles and Singapore, and its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.

About ASEAN Foundation 

Three decades after ASEAN was established, ASEAN leaders recognised that: there remained inadequate shared prosperity, ASEAN awareness and contact among people of ASEAN. It was of this concern that ASEAN leaders established the ASEAN Foundation during ASEAN’s 30th Anniversary Commemorative Summit in Kuala Lumpur Malaysia on 15 December 1997. ASEAN Foundation is an organisation from and for the people of ASEAN. 

The Foundation exists because of one vision: to build a cohesive and prosperous ASEAN Community. As an ASEAN body, the Foundation is tasked to support ASEAN mainly in promoting awareness, identity, interaction, and development of the people of ASEAN. 

About ASEAN-BAC

Established by the ASEAN Leaders at the 7th ASEAN Summit in November 2001 in Bandar Seri Begawan, Brunei Darussalam and launched in 2003, the ASEAN Business Advisory Council (ASEAN-BAC) is the apex private sector body mandated to provide private sector feedback and guidance to boost ASEAN’s efforts towards economic integration, and further identify priority areas for consideration of ASEAN leaders. The ASEAN-BAC will lead in coordinating inputs from established business councils and entities in their interactions with various ASEAN sectoral groups

About ASEAN-BAC Malaysia

The ASEAN-BAC Malaysia chapter is an integral member in the regional ASEAN-BAC with regular participation at all Council Meetings and Consultation with ASEAN Leaders. Since 2003, ASEAN-BAC Malaysia has provided policy input at various consultations with the ASEAN Leaders, ASEAN Economic Ministers and ASEAN Sectoral bodies. Notably, ASEAN-BAC Malaysia was the Chair in 2015 when Malaysia announced the formation of the ASEAN Community. ASEAN-BAC Malaysia is represented by Chairman Tan Sri Nazir Razak alongside council members Tan Sri Tony Fernandes and Mr. Lim Chern Yuan. 

As Malaysia assumes the role as the ASEAN Chair in 2025, ASEAN-BAC Malaysia is proud to take the lead in all private sector policy initiatives and programmes, supporting Malaysia’s Chairmanship vision and Priority Economic Deliverables (PEDs). In realising the vision, ASEAN-BAC Malaysia has rolled out 12 policy initiatives and identified over 60 programmes, to be implemented throughout the year. All aimed at advocating and pushing for the deepening of ASEAN economic integration, and the promotion of increased cross-border business cooperation.

For Media Enquiries, please contact:

Benedict Ng

Global Communications, TikTok 

benedict.ng1@tiktok.com

ASEAN Foundation

Anthoni Octaviano

anthoni.octaviano@aseanfoundation.org

VoxEureka

June Loo / Chang Sheng

tiktok@voxeureka.com