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Tuesday, November 4, 2025
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ASEAN SOAR Together Empowers MSMEs with Digital Boost at ABIS 2025

This Week

On 31 October, 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 program at the ASEAN Business and Investment Summit (ABIS) 2025 in Kuala Lumpur, Malaysia. 

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 ASEAN SOAR Together MSMEs took center 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 program is a prime example of how we are helping these businesses grow,” said Chanida Klyphun, Director of Public Policy for Southeast Asia, TikTok.

“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.” 

Empowering MSMEs to Soar Across ASEAN

Recognizing 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 program 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 program 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 program 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 emphasized.

Celebrating Growth and Regional Impact

The ASEAN SOAR Together MSMEs program has driven impressive growth for participating businesses across the region.

MAGWAI from the Philippines achieved a 79 percent increase in GMV and a 2.3× boost in sales conversion rate, accomplishing in just two hours of live selling what previously took a month. 

Thailand’s women-led clothing brand LALAPIS saw a 22 percent rise in sales conversion rate over two months. In Viet Nam, Redlands Coffee attracted 10,000 profile visits and generated 134 new orders worth VND 21 million (USD 797). 

Cambodia’s Camb-Aha experienced up to 60 percent growth in followers, video views, engagement, and customer inquiries, while Indonesia’s Meatless Kingdom recorded a 715 percent growth in GMV, a 602 percent increase in engagement, and had 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 program 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 program highlights the ASEAN Foundation’s mission to promote 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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