Insider Spotlight
The initiative, launched across Southeast Asia, has already drawn 50 MSMEs—eight from the Philippines—helping them reach new audiences and convert engagement into sales.
Anthologie: Artisans meet digital storytelling
Anthologie, founded by Logie Tonacao, partners with women artisans to create handwoven scarves and accessories.
"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."
Kape Lumad co-founder John Ryan Loyloy works with Lumad farmers in Bukidnon to produce coffee blends rooted in indigenous tradition.
"Our mission has always been to uplift the Lumad farming communities in Bukidnon while offering high-quality, unique coffee products," Loyloy said.
"The program helped us realize the power of targeted digital engagement on TikTok Shop and provided practical tools to connect with our audience."
MAGWAI: Sustainable care gains traction
Eco-conscious personal care brand MAGWAI, co-founded by Mafel Tamayo, creates reef-safe sunscreens and plastic-free shampoo bars.
"One of the biggest challenges we've faced is encouraging consumers to try new, more sustainable products," said 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."
Big Picture: Empowering the region’s MSMEs
The program, run with the Asean Foundation and Asean Business Advisory Council, equips startups with training, digital challenges, and showcase opportunities.
Top performers receive up to $1,000 in TikTok ad credits and a chance to be featured at the 2025 Asean Business and Investment Summit. This growing digital ecosystem signals a robust future for Southeast Asia’s small businesses. —Ed: Vanessa Hidalgo
