Filipino micro, small and medium enterprises (MSMEs) are turning to digital platforms to expand their businesses, with TikTok Shop’s ASEAN Supporting Our Retailers and Artisans (SOAR) Together Program helping to accelerate the shift.
Since its launch, 50 MSMEs across the region, including 8 from the Philippines, have participated in the program. Among them are Anthologie, Kape Lumad, and MAGWAI, three homegrown brands now leveraging the platform to reach new audiences, amplify their stories, and convert engagement into sales.
Anthologie Elevates Local Artisans Through Digital Storytelling
Founded by Logie Tonacao, Anthologie produces handwoven scarves and accessories in partnership with women artisans, preserving traditional weaving techniques while reinterpreting them for modern audiences. What began with modest capital has evolved into a platform that sustains artisan livelihoods and keeps centuries-old craftsmanship relevant in today’s fast-changing fashion landscape.
Through the SOAR Together Program, Anthologie has been able to translate its artisanal story into digital campaigns that engage audiences and turn interest into sustainable online growth. “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 optimization.”
Kape Lumad Connects Indigenous Coffee to New Markets
Kape Lumad, co-founded by John Ryan Loyloy, works with Lumad farmers in Bukidnon to produce coffee blends that are deeply rooted in indigenous tradition. By bridging heritage and quality, the brand not only offers consumers premium coffee but also highlights a story of resilience and community.
Through the ASEAN Soar Together Program, Kape Lumad gained digital marketing skills that allowed them to amplify the voices of their partner farmers and highlight the unique value of their coffee online.
“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 Promotes Sustainable Personal Care Online
MAGWAI, co-founded by Mafel Tamayo, produces reef-safe sunscreens, plastic-free shampoo bars, and eco-friendly towels aimed at environmentally conscious consumers. The brand addresses the challenge of encouraging more Filipinos to adopt sustainable alternatives while ensuring its products remain accessible and practical for everyday use.
Through the ASEAN SOAR Together Program, MAGWAI received guidance on digital marketing, content optimization, and live selling, which have already led to stronger engagement and growing sales on TikTok Shop.
“One of the biggest challenges we’ve faced is encouraging consumers to try new, more sustainable products,” said Tamayo. “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. We’re now confident in growing TikTok Shop as a major sales and engagement channel, while staying true to our brand identity.”
Strengthening MSMEs and Digital Entrepreneurship
The success of Anthologie, Kape Lumad, and MAGWAI reflects TikTok Shop’s broader commitment to building a more resilient MSME sector in the Philippines and across Southeast Asia. According to Chanida Klyphun, Director of Southeast Asia Public Policy, TikTok, “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.”
Implemented in partnership with the ASEAN Foundation and the ASEAN Business Advisory Council, the SOAR Together Program equips participating MSMEs with intensive training, digital challenges, and regional showcase opportunities to boost their competitiveness in today’s digital economy.
Top-performing enterprises will be rewarded with up to USD 1,000 in TikTok advertising credits to boost their digital campaigns, and selected MSMEs will also be featured at regional events, including the ASEAN Business and Investment Summit 2025.
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