Models showcase Anthologie’s handwoven creations, crafted in partnership with local women artisans. The brand is one of the Filipino MSMEs growing its presence through TikTok Shop’s ASEAN SOAR Together Program.
Filipino micro, small, and medium enterprises (MSMEs) are embracing digital commerce like never before, and TikTok Shop is helping accelerate that leap through its ASEAN Supporting Our Retailers and Artisans (SOAR) Together Program.
Since its launch, the initiative has empowered 50 MSMEs across the region—including 8 from the Philippines—to sharpen their digital skills, reach wider audiences, and transform engagement into real sales. Among these trailblazers are Anthologie, Kape Lumad, and MAGWAI, three homegrown brands proving that Filipino creativity and purpose-driven entrepreneurship can thrive on global platforms.
Anthologie: Weaving heritage into the digital age
Anthologie, founded by Logie Tonacao, began as a modest venture crafting handwoven scarves and accessories alongside women artisans. Today, it has evolved into a brand that not only preserves centuries-old weaving traditions but also reimagines them for modern audiences.
With support from the SOAR Together Program, Anthologie has turned its artisanal story into compelling digital campaigns, connecting with younger consumers while sustaining artisan livelihoods.
“Our focus has always been on affordable, locally made products and supporting women artisans in our communities,” said Tonacao. “Through SOAR Together, we’ve learned how to tell these stories on TikTok in ways that inspire and engage, while mastering the fundamentals of digital marketing and content creation.”
Kape Lumad co-founder John Ryan Loyloy joins members of the Lumad community during a capacity building workshop, where they showcased locally produced coffee.
Kape Lumad: Brewing culture and community
Born from a passion for coffee and indigenous heritage, Kape Lumad is co-founded by John Ryan Loyloy and works closely with Lumad farmers in Bukidnon. Their blends carry the flavors—and the resilient spirit—of indigenous communities.
Through the program, Kape Lumad gained practical skills in digital storytelling, enabling them to amplify the voices of their partner farmers and highlight the uniqueness of their brews to a wider audience.
“Our mission has always been to uplift the Lumad farming communities in Bukidnon,” Loyloy shared. “SOAR Together helped us see the power of targeted digital engagement on TikTok Shop, giving us the tools to grow beyond our local base and connect with national and international markets.”
MAGWAI: Making sustainability mainstream
Co-founded by Mafel Tamayo, MAGWAI champions reef-safe sunscreens, plastic-free shampoo bars, and eco-friendly towels—proving that sustainable choices can be both effective and accessible.
Eco-friendly products from MAGWAI, including reef-safe sunscreen, plastic-free shampoo bars, and sustainable towels, are reaching more consumers through TikTok Shop’s ASEAN SOAR Together Program.
Joining SOAR Together helped the brand refine its content strategies, explore live selling, and strengthen its presence on TikTok Shop.
“One of our biggest challenges has been encouraging consumers to try more sustainable products,” Tamayo said. “This program has been a game-changer, helping us connect authentically with our audience and showing how TikTok Shop can be a powerful channel for both sales and advocacy.”
Building a future-ready MSME ecosystem
The rise of Anthologie, Kape Lumad, and MAGWAI underscores TikTok Shop’s commitment to empowering Filipino MSMEs and driving inclusive digital growth across Southeast Asia.
“Through the SOAR Together Program, we aim to equip entrepreneurs with the knowledge, tools, and insights to build sustainable businesses in the digital economy,” said Chanida Klyphun, Director of Southeast Asia Public Policy at TikTok. “By helping MSMEs turn engagement into commerce, we’re enabling them to compete on both national and regional stages.”
Organized in partnership with the ASEAN Foundation and the ASEAN Business Advisory Council, the SOAR Together Program offers intensive training, digital challenges, and regional showcase opportunities. Top-performing MSMEs can earn up to USD 1,000 in TikTok ad credits and gain exposure at high-profile events like the ASEAN Business and Investment Summit 2025.
For Filipino MSMEs, this marks more than just an entry into e-commerce—it’s a leap toward a digitally empowered future.
