TikTok Shop fuels digital growth for Filipino MSMEs under 'SOAR together'

Eight Filipino micro, small and medium enterprises (MSMEs) are harnessing TikTok Shop’s ASEAN “Supporting our retailers and artisans (SOAR) together” programme to expand their digital presence and turn engagement into growth. Among them are Anthologie, Kape Lumad, and MAGWAI - homegrown brands now using the platform to tell their stories, reach new audiences, and drive sales.

Since its launch, “SOAR together” has supported 50 MSMEs across Southeast Asia through training, digital challenges, and regional showcases designed to strengthen competitiveness in the online economy. For Filipino entrepreneurs, the programme is providing both the tools and visibility needed to scale sustainably in an increasingly digital marketplace.

Founded by Logie Tonacao, Anthologie produces handwoven scarves and accessories in collaboration with women artisans. The brand combines heritage weaving techniques with contemporary design, creating livelihood opportunities while keeping traditional craftsmanship alive.

Don't miss: Deadly unrest in Indonesia prompts TikTok, Instagram to halt Live, raising digital rights concerns

Through the “SOAR together” programme, Anthologie learned to translate its artisanal story into digital campaigns. “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 optimisation.”

Kape Lumad, co-founded by John Ryan Loyloy, teams up with Lumad farmers in Bukidnon to produce coffee blends rooted in indigenous tradition. The brand not only champions quality coffee but also tells a broader story of resilience and cultural pride.

“The programme helped us realise the power of targeted digital engagement on TikTok Shop and provided practical tools to connect with our audience. Now, we are better positioned to expand beyond our local community and reach national and international audiences,” Loyloy said.

MAGWAI, co-founded by Mafel Tamayo, develops reef-safe sunscreens, plastic-free shampoo bars, and eco-friendly towels for environmentally conscious consumers. While its products address the challenge of making sustainable options accessible, the brand needed stronger digital engagement to scale.

“One of the biggest challenges we’ve faced is encouraging consumers to try new, more sustainable products,” said Tamayo. “The programme 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. We’re now confident in growing TikTok Shop as a major sales and engagement channel, while staying true to our brand identity.”

For TikTok, the initiative underscores its commitment to inclusive digital commerce in Southeast Asia. Chanida Klyphun, director of Southeast Asia public policy at TikTok, said: “TikTok Shop aims to empower entrepreneurs with knowledge, tools, and insights to grow sustainable businesses in the digital economy. By helping MSMEs transform engagement into real commerce, we’re supporting inclusive growth and enabling smaller brands across Southeast Asia to compete on both national and regional stages.”

Run in partnership with the ASEAN Foundation and the ASEAN Business Advisory Council, the “SOAR together” programme awards top-performing enterprises with up to US$1,000 in TikTok advertising credits to boost campaigns, with selected MSMEs also set to feature at the ASEAN Business and Investment Summit 2025.

Related articles:
US to reportedly control TikTok algorithm under proposed White House deal
Indonesia emerges as TikTok Shop's US$6.2b engine, second only to US
Temasek Foundation, TikTok launch Trusted Creators Lab to counter misinformation