TikTok launches Star Camp to power up agencies across SEA

In all its omnipresence, TikTok is not merely one of the world’s most used entertainment platforms—it’s also a mighty ecommerce space in its own right. Enter TikTok Shop—the fastest-growing online retailer in 2024, according to data from Nielsen IQ. Through TikTok Shop, users can browse and discover products through Shoppable videos, interactive livestreams, and a marketplace that allows an end-to-end user journey without users having to leave the app whatsoever. 

 

Unlike traditional ecommerce platforms, TikTok’s edge lies in its content-first approach and its community of engaged, loyal users. This built-in fandom makes the path to conversion smoother—and more powerful—for brands and retailers. Beyond its users, TikTok’s vibrant creator community plays a critical role in driving discovery, shaping trends, and turning everyday moments into commerce opportunities. 

 

For instance, Southeast Asia marked TikTok Shop’s first growth engine where it dominated the region’s beauty, fashion, and personal care categories. In the region, Indonesia was the first market to pilot the commerce function and is still the biggest since its 2022 launch, thanks to a population of mobile-savvy youth who swiftly gravitated towards the platform’s appeal. 

 

TikTok Shop partners (TSPs) and performance-driven independent agencies (indies), however, face rising competition within the app what with so many retailers clamouring for eyeballs. For partners and agencies, the challenge is to stand out, scale fast, and stay sharp. 

 

This is where TikTok’s Star Camp comes in.

 

Introducing Star Camp 2025

 

The inaugural TikTok Star Camp 2025 is an exclusive empowerment programme designed for TSPs and indies to scale their success on the platform. Participants will have the opportunity to soak in learnings and expertise through structured learning, business diagnostics, and industry recognition. But it’s not just a training ground—it’s a launchpad for performance players looking to elevate their performance and commerce game.

 

TikTok Star Camp, which will see its first edition run from April to June 2025, is a three-month journey split into two phases: the Empowerment phase and the Supercharge phase. 

 

In the first phase, participants will strengthen their foundation through intermediate modules, learning of platform operations, creative development, analytics, and performance optimisation. This goes beyond theory—expect hands-on problem-solving and personalised diagnostics designed to reflect real-world challenges.

 

Come June, things level up. The Supercharge phase sees participants take on competitive case presentations, while also exploring optional advanced modules—like tapping into creative AI or scaling outbound strategy.

 

Star Camp’s comprehensive programme is built around three components. The first is expert-led training where participants can gain insights from industry leaders through interactive learning sessions. The second component is business diagnostics and strategy where key growth areas will be identified to optimise business performance. And finally, the recognition and rewards component will see participants compete for top rankings and access exclusive privileges. 

 

By the end of the programme, top performers of Star Camp may be awarded premium badging, gain access to exclusive agency rebate deals, and unlock special business privileges. The top players will be determined by TikTok’s global business solutions regional agency team. 

 

Take note that Star Camp is an invitation-only programme, but open for application to sales and operational team members of app- or web-based ecommerce-focused performance agencies as well as TikTok Shop partners. Founders and C-level executives are also welcome to register. Participants must be based in Southeast Asia—namely Indonesia, Malaysia, Philippines, Singapore, Thailand, or Vietnam.

 

Why join Star Camp?

 

TSPs and indies that join Star Camp not only get access to valuable learnings and tips to supercharge their businesses, they also get to enjoy a host of other perks through the programme. Yes, it’s not just a one-way classroom format—it’s a full-fledged business accelerator. 

 

For starters, the top 15% of Star Camp’s cohort might get the chance to go on an immersion trip to China to visit the top TSPs there, as well as multi-channel networks (MCNs), performance indies, and TikTok product team members for an exclusive innovation roadmap preview. 

 

This cohort also stands a chance to enjoy local networking opportunities with founders, general managers, and top enablers in order to boost connections. Plus, they could get access to exclusive booths, forums, and stage presentations at TikTok’s marketing events and summits. As a bonus, top-performing TSPs in selected markets might have opportunities to explore first-to-market collaborations. 

 

On top of that, all participants will be awarded with learning and proficiency modules for upskilling, certification and premium agency badging with personalised credentials such as the MPIE Premium Badging certification.

 

Perhaps most importantly, Star Camp’s focused objective means that all participants will be armed with tailored strategies and insider insights to scale their success with web and app performance as well as TikTok Shop . One might argue this is the biggest perk of all—given the platform’s status as a key growth lever for brands and agencies alike. 

 

In building Star Camp, TikTok has doubled down on its commitment to identifying and accelerating the region’s next wave of performance powerhouses. By combing through a curated list of high-potential candidates—based on brand portfolios, projected run rates, founder drive, and financial backing—the platform has developed a selective intake designed to diversify the ecosystem. The goal? To supercharge nascent, hungry players and equip them swiftly with the tools and insights needed to meet client demands and thrive on TikTok’s dynamic ad solutions.

 

“Star Camp is our way of backing the builders in our Southeast Asia ecosystem—the agencies driving innovation and shaping the future of commerce and performance on TikTok,” says Bianca Loo, head of regional agency, TikTok SEA. 

 

“We’ve seen firsthand how powerful it can be when talented teams are equipped with the right tools, knowledge, and opportunities. This programme is about giving them a platform to grow, connect, and be recognised. We're proud to invest in their journey, and excited to see how they lead the next wave of ecommerce and performance success across the region.” 

 

How to register

 

Shortlisted agencies will be approached by TikTok’s agency teams but interested indies and TSPs can also register directly via this link. Submission of the form might not guarantee a spot in Star Camp, but those who didn’t make it this round are encouraged to indicate interest in being considered for the 2026 edition of the programme.

 

To register for Star Camp, click here.