Elevating national pride, strengthening the regional creator and sports economy, and amplifying Southeast Asia’s cultural presence on the global stage.
- Launching the first-ever TikTok SEA Club House, uniting top sports creators from across Southeast Asia to produce viral SEA Games 2025 content. The Club House debuts as a pop-up creator hub at ICONSIAM in Bangkok.
- Strengthening partnerships across Thailand, Indonesia, and Vietnam, TikTok is activating creator programs, sports collaborations, and broadcaster integrations to build a unified regional sports ecosystem.
- Sports content on TikTok continues to accelerate across Southeast Asia, with a +57% surge in sports viewership and a +365% increase in sports publisher videos over the past year.
TikTok is accelerating the rise of digital sports culture across Southeast Asia, deepening collaborations with national sports authorities including the Sports Authority of Thailand (SAT), TIM Indonesia, and NOC Vietnam, as the region prepares for the 33rd Southeast Asian Games in 2025.
With more than 460 million people coming to TikTok every month in Southeast Asia — including 160 million in Indonesia, 70 million in Vietnam, and 50 million in Thailand — TikTok has become the region’s most dynamic arena for sports content. Entertainment, Sports, Learning, and Lifestyle now dominate viewership across Southeast Asian markets, driving a +57% surge in sports viewership and a +365% increase in sports publisher videos over the past year. This momentum signals a broader regional shift: creators, professional sports media, athletes, and analysts are increasingly shaping sports conversation, transforming real-time highlights into cultural moments that transcend borders.
(Creators from Singapore at the first-ever TikTok SEA Club House.)
To serve this expanding fandom, TikTok is rolling out flagship initiatives across Southeast Asia — including the first-ever TikTok SEA Club House, regional TikTok Sport Fest activations, and new creator development programs — all designed to elevate sports storytelling and deepen fan engagement throughout the SEA Games 2025 cycle.
Strengthening partnerships across Southeast Asia
TikTok’s collaboration with SAT, Indonesia National Sports Committee, and the Vietnam Olympic Committee strengthens regional sports participation at every level — creators, athletes, media partners, and fans.
These partnerships include:
- Creator workshops supporting the next generation of sports storytellers
- Collaborations with national teams, giving fans new touchpoints with athletes
- Partnerships with broadcasters to expand access to official sports highlights
- Commerce integrations that unlock new economic pathways for sports brands
- TikTok LIVE campaigns featuring creator-led watch-alongs and fan engagement activations that bring SEA Games excitement closer to audiences
These joint efforts turn rising SEA sports momentum into driving culture and economic opportunities. In Thailand, TikTok supports SAT’s launch of the official SEA Games 2025 store on TikTok Shop, while partners like Grand Sport introduced exclusive SEA Games jerseys directly on the platform — accessible to millions of fans.
(From left to right: Mr. Angga Anugrah Putra, General Manager of Content Operations, Southeast Asia, TikTok; Dr. Kongsak Yodmanee, Governor of the Sports Authority of Thailand; Ms. Chanida Klyphun, Director of Public Policy, Southeast Asia, TikTok)
SAT and TikTok amplify regional sports storytelling
“At the SEA Games, sports unite nations and TikTok extends that unity across Southeast Asia” said Dr. Kongsak Yodmanee, Governor of the Sports Authority of Thailand. With the Games hosted across Bangkok and Chonburi, Dr. Kongsak emphasized the opportunity to showcase Thailand’s athletic excellence while strengthening cultural exchange and community pride.
(Dr. Kongsak Yodmanee, Governor of the Sports Authority of Thailand, who delivered the keynote speech at TikTok Media Day under the theme “Beyond the Game: The Sport Economy on TikTok.”)
SAT sees TikTok as a platform capable of bringing athletic and cultural moments to life in real time and sharing Southeast Asia’s diversity and identity with millions across the region. Chanida Klyphun, Director of Public Policy, Southeast Asia, TikTok, added “TikTok is where passion becomes participation and participation becomes opportunity. Through collaborations with sports authorities across the region, we aim to empower creators and help local businesses benefit from the SEA Games moment, contributing to Southeast Asia’s growing digital sports ecosystem.”
(Ms. Chanida Klyphun, Director of Public Policy, Southeast Asia, TikTok, who spoke at TikTok Media Day under the theme “Beyond the Game: The Sport Economy on TikTok.”)
Creators: The new drivers of the sports economy
Sports have become one of TikTok’s fastest-growing categories, with 57% YoY growth on viewership in Southeast Asia and a 365% surge in sports viewership from publisher content — the highest growth category in 2024. “Creators today are the cultural playmakers,” said Angga Anugrah Putra, General Manager of Content Operations, Southeast Asia, TikTok. “They don’t just highlight the game — they extend the moment, giving sports stories a longer life, deeper impact, and broader reach.”
(Mr. Angga Anugrah Putra, General Manager of Content Operations, Southeast Asia, TikTok, who gave opening remark at TikTok SEA Club House)
Turning the SEA Games Moment into TikTok Sports Fest: On-App to On-Ground Activation
TikTok is bringing excitement directly to fans through a fully connected ecosystem of on-app and on-ground experiences. On the platform, TikTok is introducing a series of immersive features designed to make SEA Games content more discoverable, engaging, and interactive; Sport Hub — a refreshed destination where users can follow real-time official updates from SAT throughout the Games. Search Hub — curates match schedules, results, highlights, and top creator content, enabling fans to stay informed in one place. Search Easter Eggs — interactive SEA Games–themed graphics whenever users search related terms, boosting discovery and virality across the region.
On the ground, TikTok is launching the TikTok SEA Club House, the first on-ground creator clubhouse for a regional multi-sport event in Southeast Asia. Designed as a dedicated physical hub for creators during the Games, the Clubhouse features a creator studio, LIVE broadcasting stations, fan challenge areas, and collaboration spaces for creators from across the region. Acting as a real-time engine for highlights, reactions, and cultural amplification, the Clubhouse positions Thailand as the epicenter of SEA sports content — both online and in person.
(Sport activities at the first-ever TikTok SEA Club House.)
As SEA Games 2025 unfolds, TikTok’s growing partnerships across Thailand, Indonesia, and Vietnam reinforce a shared commitment to elevating national pride, strengthening the regional creator and sports economy, and amplifying Southeast Asia’s cultural presence on a global stage. By uniting content, commerce, and community, TikTok is transforming the SEA Games into a regional movement — one where every moment becomes an opportunity for connection, creativity, and impact.
(The first-ever TikTok SEA Club House, a pop-up creator hub at ICONSIAM in Bangkok.)