ASEAN SOAR Together has trained more than 2,400 micro, small and medium enterprises (MSMEs) across all 11 ASEAN member states, exceeding its original target of 1,000. Now in its second year, the programme is led by the ASEAN Foundation with support from TikTok Shop and combines digital commerce training, group mentoring and a business challenge.
According to the TikTok Shop and the ASEAN Foundation, participants in the 2026 cohort collectively recorded an approximately 700% increase in gross merchandise value (GMV) alongside a 700% rise in TikTok video views. TikTok Shop orders increased by 600% after participants tried LIVE selling, while revenue generated through LIVE sessions rose by 150%. Overall, the programme aims to help smaller businesses develop digital commerce skills, reach customers and improve their commercial operations.
Businesses report different forms of sales growth
Educational publisher Singapore Asia Publishers, which is marking its 50th anniversary, reported 8.3 times GMV growth during the programme’s Business Challenge comparison period. Having participated for just over four months, the company also reported more direct engagement with parents and opportunities to explore regional business partnerships.
“From creating engaging content to livestreaming and working with affiliates, the training has given us tools to explore new opportunities for growth. Connecting with fellow MSMEs has also offered fresh perspectives and ideas we can apply to our own business,” said Michelle Yoo, Chief Publisher at Singapore Asia Publishers.
Other participants reported gains across different product categories. In the Philippines, average monthly online sales rose by 340% at Woven, a social enterprise that works with local artisans to preserve traditional weaving and produces accessories such as laptop sleeves, bags and wallets using traditional Filipino handwoven textiles. In Malaysia, handcrafted wooden kitchenware and home décor maker Nusantara Creations, which is operated by Finn Artisan Enterprise and works with teak and mahogany, recorded a 49% increase in TikTok views, 95% more likes and a 51% rise in products sold.
Gains were also reported across food, beverage and personal care businesses. Vietnam’s Real Bean Coffee, which specialises in coffee products while supporting sustainable farming practices and local coffee-growing communities, reported a 607% increase in GMV during the Business Challenge, accompanied by a 600% increase in customers and 550% more items sold. In Thailand, personal care company WORK BRAND recorded a fivefold increase in daily TikTok Shop sales, a 770% rise in video views and 30% growth in retail sales, while Indonesia’s IMAGO Raw Honey achieved 150% higher sales revenue, 25% to 30% growth in social media reach and engagement, and a 10% to 15% improvement in brand visibility compared with its pre-programme performance.
Financial literacy added to digital commerce training
In 2026, the programme expanded its curriculum to include financial literacy alongside existing training in digital marketing, content creation and LIVE selling. Delivered as a new five-part module, the addition covers money-management basics, cash-flow essentials and TikTok Business Financing Products, while participants also receive mentorship and opportunities to learn from other businesses.
“MSMEs across Southeast Asia operate in different market circumstances and face varying challenges, so supporting their development requires more than just access to digital platforms. It also means connecting businesses with relevant knowledge, mentorship, and opportunities to learn from others. Through public-private collaboration, ASEAN SOAR Together demonstrates how regional cooperation can translate ASEAN’s strategic priorities into practical opportunities for businesses and communities,” said Dr. Piti Srisangnam, Executive Director of the ASEAN Foundation.
Chanida Klyphun, Director of Public Policy for Southeast Asia at TikTok, identified building an online presence, attracting customers, managing cash flow and converting interest into sales as challenges facing smaller enterprises. The programme also combines targeted training with TikTok Shop’s commerce tools, including short-form videos, creator collaborations and livestream selling, allowing participating businesses to demonstrate products, interact with potential customers and develop their online sales activities.
An accompanying TikTok infographic cites Kearney’s 2026 figures, presented as averages across Indonesia, Malaysia, the Philippines, Thailand and Vietnam, showing that 59% of users turn to TikTok to discover products and deals, while 87% purchase on TikTok Shop at least once every three months. The same figures report that 98% of merchants consider TikTok an important or very important source of income.
Women-led enterprises account for most participants
Women-led businesses represented 92% of the 2026 cohort, while 46% were youth-led. The programme also reported that 52% of participating enterprises supported rural communities and 26% promoted the inclusion of persons with disabilities. According to the organisers, 96% of participating MSMEs incorporate social impact into their operations alongside their commercial objectives, covering activities such as community empowerment, environmental responsibility and inclusive business practices.
ASEAN SOAR Together supports the priorities of ASEAN 2045: Our Shared Future and the ASEAN Economic Community Strategic Plan 2026–2030. The organisers also link the programme to the priorities of the Philippines’ 2026 ASEAN Chairmanship.
