Request for Applications: ASEAN Supporting Our Artisans and Retailers Together Program

As the backbone of ASEAN’s economy, MSMEs account for 97.2% to 99.9% of businesses and contribute significantly to job creation and financial stability. Despite their vital role, many MSMEs face significant challenges in adapting to the digital landscape, such as limited access to digital tools, low market visibility, and a lack of structured business strategies. Without the necessary skills and support, many MSMEs struggle to establish a strong online presence and scale their business.

To address these issues, the ASEAN SOAR Together program provides MSMEs with practical skills in e-commerce, live selling, digital marketing, and business expansion using the TikTok Shop platform. By combining hands-on training and networking opportunities, the programme equips ASEAN MSMEs with the tools necessary to thrive in an increasingly digital world and helping them strengthen their market positioning to achieve sustainable growth.

Aims

• The initiative aims to empower 50 selected Micro, Small, and Medium Enterprises (MSMEs) across ASEAN by providing tailored support in digital business that enables them to thrive and stand out in the global economy.

Objectives

• The ASEAN SOAR Together is implemented with the following objectives to foster sustainable growth to its participating MSMEs
  • Empower MSMEs in ASEAN ‒ Support the growth of MSMEs, with a particular focus on youth and women entrepreneurs, by providing essential knowledge, tools, and experiences.
  • Enhance Digital and Live Selling Skills ‒ Equip MSMEs with the necessary skills to succeed on TikTok Shop, with a strong emphasis on live selling as a key driver for business growth.
  • Strengthen E-Commerce Capabilities ‒ Provide comprehensive training on TikTok Shop operations, including e-commerce fundamentals, shop management, and promotional strategies, enabling MSMEs to optimize their online presence.
  • Foster Regional Economic Growth ‒ Through collaboration with the ASEAN Foundation, empower MSMEs with entrepreneurial skills and digital literacy, opening new opportunities for economic advancement in the ASEAN region.

Programme Benefits

• Tailored Capacity Building for MSMEs
  • Selected participants will receive training on digital business skills and TikTok Shop. The programme combines essential business fundamentals with platform-specific strategies to equip selected MSMEs with the knowledge to enhance their online presence, master e-commerce skills, engage customers effectively, and accelerate sales growth.
• In-Depth Insights from TikTok Shop Experts
  • Selected participants will learn directly from TikTok Shop professionals who provide insights into e-commerce strategies, branding, content creation, and financial management to strengthen their business operations.
• Hands-On Learning for TikTok Shop and TikTok Live
  • Selected participants will take part in interactive training sessions that provide a hands-on platform to apply their skills in optimising TikTok Shop and TikTok Live operations. They will gain insights into effective live selling strategies and leverage influencer/affiliate marketing to boost sales.
• Guidance on Policy Compliance and Regulations
  • Selected participants will gain insights into TikTok Shop’s policies and common violations to help them navigate platform regulations and mitigate potential risks. This knowledge will support participants in maintaining a compliant and trustworthy online presence that allow sustainable business growth.
• Business Challenge
  • After completing the capacity building phase, participants are required to take part in a Business Challenge to apply what they learned from the training. Top performers will be awarded up to USD 1,000 of advertising/promotional coupons and potentially be selected to participate in the ASEAN Business and Investment Summit 2025. The Business Challenge will allow them to test and refine their strategies in a real-world setting.
• Opportunity to Engage with ASEAN Policymakers, Stakeholders, and Global Leaders
  • Top performing MSMEs will have the chance to showcase their businesses at the ASEAN Business and Investment Summit 2025 (ASEAN-BIS 2025) and gain exposure among ASEAN policymakers, global leaders, investors, and key stakeholders.
• Networking with Other Aspiring MSMEs in ASEAN
  • Selected participants will gain access to a platform where MSMEs can connect, collaborate, and share experiences with like-minded entrepreneurs across the region.

Eligibility Criteria

• The ASEAN SOAR Together is open to Micro, Small, and Medium Enterprises (MSMEs) operating in ASEAN countries with the following qualifications:
  • Officially registered and operate a business within an ASEAN Member State.
  • At least one C-Level team member is a national of one ASEAN Member State.
  • Fully committed to participate in the program.
  • Have existing products or services suitable for online selling, ideally already generating sales. If otherwise, the applicants should be willing to develop them.
  • Possess basic digital literacy and demonstrate a willingness to adopt digital tools and technologies to enhance their operations.
  • Have an interest in selling on TikTok Shop and live selling. Ideally have an existing TikTok and TikTok Shop account. If otherwise, the applicants are expected to be willing to create one as part of their program requirements.
  • Have willingness to learn and produce TikTok contents to sell products or services, enhance brand visibility and increase customer engagement.
  • Strong commitment to learn for business improvement, expansion, and long-term sustainability.
  • Ideally, have a founder or C-level executive with strong English proficiency to participate effectively in the programme, or a designated representative who can communicate proficiently in English.

Assessment Criteria

• They are looking for MSMEs that demonstrate strong potential in the following areas:
  • Digital Readiness
  • Business Potential
  • Creativity & Innovation
  • Commitment to Participate
  • Social and Economic Impact
  • Readiness to Participate in the Business Challenge

For more information, visit ASEAN Foundation.