Micro, Small, and Medium Enterprises (MSMEs) are the backbone of ASEAN’s economy, making up for 97.2% to 99.9% of businesses and providing many jobs, livelihoods, and financial stability across the region. Despite their vital contribution to growth and stability for the region’s economy, many MSMEs remain trapped on the margins of the digital economy. The enterprises face barriers in adapting to the digital landscape, such as limited access to online tools, low visibility, and lack of structured business strategies. Without targeted support, these challenges prevent MSMEs from establishing strong online presence, reaching wider markets, and scaling sustainably. The challenges risk widening socioeconomic gaps in ASEAN and threaten the inclusivity of the region’s growth.

In response to this growth issue, the ASEAN Foundation, in collaboration with TikTok Shop and the ASEAN Business Advisory Council (ASEAN-BAC) Malaysia, joined hands to implement the ASEAN Supporting Our Artisans and Retailers Together (ASEAN SOAR Together) programme in April 2025. This initiative empowers 50 selected Micro, Small, and Medium Enterprises across the ASEAN region to overcome the challenges of digitalisation in today’s tech-driven business industry.

A majority of ASEAN SOAR Together MSMEs are at the forefront of advancing the UN Sustainable Development Goals (SDGs) through their day-to-day operations and business model. The programme also places particular emphasis on supporting women- led, youth-led enterprises, and indigenous- owned enterprises in rural areas, who often face additional barriers and limited access to
technology. By addressing these gaps, the programme seeks to foster inclusive growth and regional economic resilience. In doing so, ASEAN SOAR Together encourages the MSMEs to adopt sustainable practices and innovative approaches that create long-term impact. This will allow them to responsibly scale while continuing to contribute to the achievement of the UN SDGs.

Integrating education, acceleration, and implementation, ASEAN SOAR Together aims to drive regional impact and showcase MSME success stories through two main programme phases:

1. The Capacity-Building Training
2. The Business Challenge
3. Enterprise Showcase at ASEAN events

Through these phases, the MSMEs are introduced to essential skills in e-commerce, live selling, digital marketing, and business expansion methods on online platforms, TikTok, and TikTok Shop. Subsequently, the programme allows the MSME participants to utilise the tools and opportunities needed to showcase their products and services across digital platforms. 

ASEAN SOAR Together stands strong with TikTok Shop to provide MSMEs across ASEAN region with an inclusive and accessible platform that blends online storytelling, shopping, and entertainment into one. This initiative strengthens MSMEs’ market positioning and promotes sustainable growth, which contributes to the ASEAN Blueprints 2025, ASEAN Community Vision 2045, and UN Sustainable Development Goals.