Chairman of the Philippine Chamber of Commerce and Industry, ASEAN-BAC Philippines Member, George Barcelon admires the products of TikTok Shop seller Alta Philippines during ABIS 2025. With him is Alta Philippines CEO Melvin Pasiona.
TikTok Shop is deepening its push to empower Micro, Small, and Medium Enterprises (MSMEs) across Southeast Asia, strengthening its collaboration with ASEAN governments, ministries, and agencies to drive digital transformation at the grassroots level. With MSMEs serving as the backbone of ASEAN’s economy, the platform continues to sharpen its efforts to help entrepreneurs unlock growth through digital commerce, discovery, and visibility.
At the ASEAN Business and Investment Summit (ABIS) 2025 in Kuala Lumpur, 11 MSMEs took center stage to share their digital transformation journeys and conduct real-time LIVE selling sessions before a regional audience. Five of these enterprises came from the ASEAN Supporting Our Artisans and Retailers (SOAR) Together program, while six were TikTok Shop sellers—each demonstrating how creativity, innovation, and digital tools are reshaping small businesses across the region. Filipino MSMEs MAGWAI and Alta Philippines proudly represented the country, showing how local brands are thriving in a fast-growing, community-driven digital marketplace.
Many MSMEs across ASEAN still struggle with the move to digital due to limited tools, low online visibility, and the absence of sustainable, scalable strategies. To close these gaps, TikTok Shop, together with the ASEAN Foundation and ASEAN Business Advisory Council (ASEAN-BAC) Malaysia, launched the ASEAN SOAR Together program—a regional initiative supporting 50 MSMEs and more than 150 entrepreneurs with targeted training, digital upskilling, and visibility opportunities across Southeast Asia.
“Tiktok Shop is deeply committed to supporting the digital transformation and upskilling of MSMEs,” said Chanida Klyphun, Director of Public Policy for Southeast Asia, TikTok. “Through training, real-world application, and curated exposure opportunities, we’re giving entrepreneurs the tools they need to thrive digitally. Our discovery-to-purchase ecosystem connects communities through shared interests, turning the platform into a powerful digital storefront. We’re encouraged by early results showing robust increases in sales and conversions among participating sellers engaged in LIVE selling.”
Filipino enterprises take the spotlight
At ABIS 2025, the five top-performing enterprises from the ASEAN SOAR Together program showcased their innovation, resilience, and creativity. Representing the Philippines was sustainable personal care brand MAGWAI, known for its reef-safe sunscreen, plastic-free shampoo bars, and eco-friendly lifestyle products. Since joining the program, MAGWAI strengthened its live-selling and digital marketing capabilities, driving higher engagement and steady sales growth on TikTok Shop while promoting sustainability to Filipino consumers.
Also part of the Philippine delegation was Alta Philippines, a Marikina-based footwear brand that shared its journey as a growing digital-first business. The company highlighted how TikTok Shop’s analytics, training programs, and community-driven features helped it scale operations and reach new markets nationwide.
ASEAN delegates, including George Barcelon, Chairman of the Philippine Chamber of Commerce and Industry and ASEAN-BAC Philippines Member, visited TikTok Shop’s booth to witness firsthand how local MSMEs are leveraging the platform for growth. Delegates were particularly impressed by the live selling demonstrations, recognizing TikTok Shop’s role in empowering small businesses with accessible tools and opportunities.
Driving inclusive digital growth
“Our presence at ABIS 2025 provides a powerful platform to showcase the tangible impact of our capacity-building efforts,” said Dr. Piti Srisangnam, Executive Director of the ASEAN Foundation. “Seeing our MSMEs demonstrate their digital resilience on an international stage fills us with immense pride. Their success reinforces the value of the ASEAN SOAR Together program and our partnership with TikTok Shop in ensuring digital transformation remains inclusive and sustainable.”
Tan Sri Nazir Razak, Chairman of ASEAN-BAC Malaysia, echoed the sentiment, noting that the program exemplifies how collaborative efforts can uplift MSMEs—especially women and youth—across ASEAN. “The outcomes presented at ABIS 2025 highlight how targeted initiatives can strengthen competitiveness and support the region’s long-term digital economy goals,” he said.
The ASEAN SOAR Together Program continues to be a cornerstone of TikTok Shop’s mission to uplift MSMEs and drive inclusive growth across Southeast Asia. Building on the success of ABIS 2025, TikTok Shop remains committed to expanding training, support, and social commerce opportunities to help local entrepreneurs scale their businesses and shine on the regional stage.
