Filipino micro, small, and medium enterprises (MSMEs) are strengthening their digital presence with the help of TikTok Shop’s ASEAN Supporting Our Retailers and Artisans (SOAR) Together Program.
Since its launch, the program has supported 50 MSMEs across the region, including eight from the Philippines. Local brands such as Anthologie, Kape Lumad, and MAGWAI are using the platform to connect with new audiences, share their stories, and drive sales.
The initiative, carried out in partnership with the ASEAN Foundation and the ASEAN Business Advisory Council, provides training, digital challenges, and regional showcase opportunities for participating businesses. Top performers may receive up to $1,000 in TikTok advertising credits and a chance to be featured at regional events like the ASEAN Business and Investment Summit 2025.
“Tiktok Shop aims to empower entrepreneurs with knowledge, tools, and insights to grow sustainable businesses in the digital economy,” said Chanida Klyphun, director of Southeast Asia Public Policy, TikTok. “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.”
Among the participants is Anthologie, founded by Logie Tonacao. The brand partners with women artisans to produce handwoven scarves and accessories, keeping traditional weaving techniques alive while reimagining them for modern consumers.
“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,” Tonacao said.
Kape Lumad, co-founded by John Ryan Loyloy, works with Lumad farmers in Bukidnon to produce coffee blends tied to 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. Now, we are better positioned to expand beyond our local community and reach national and international audiences.”
MAGWAI, co-founded by Mafel Tamayo, produces reef-safe sunscreens, plastic-free shampoo bars, and eco-friendly towels.
“One of the biggest challenges we’ve faced is encouraging consumers to try new, more sustainable products,” Tamayo said. “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.”
The stories of Anthologie, Kape Lumad, and MAGWAI highlight how digital platforms like TikTok Shop are opening opportunities for MSMEs to thrive in a more connected regional economy.
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