Seoul–TikTok Southeast Asia MOU Signed in Malaysia

Seoul Mayor Oh Se-hoon promotes Korean cosmetics with celebrities at TikTok's Malaysia office.

The Seoul Metropolitan Government and the Seoul Business Agency (SBA) formally signed a strategic Memorandum of Understanding (MOU) with TikTok Southeast Asia on 8 December at TikTok’s SEA office in Kuala Lumpur, marking a significant milestone in supporting Seoul-based SMEs entering the rapidly growing Southeast Asian digital commerce market. Mayor Oh Se-hoon attended the event and participated in a live commerce session with prominent TikTok creators, expressing his hope that the agreement would “open new opportunities for Korea’s K-beauty industry.”

Under the agreement, SBA and TikTok SEA will• establish a cooperative framework to accelerate SME market entry in Southeast Asia,• expand product promotion and sales opportunities through local creators, and• jointly develop education and support programmes for TikTok Shop.Southeast Asia is the world’s fastest-growing e-commerce region, and TikTok—used by over 1.1 billion people globally—remains the region’s most influential platform. The rapid rise of TikTok Shop, which enables users to purchase products without leaving the app, has created a powerful new channel for K-beauty and lifestyle brands.

Through the MOU, SBA will actively support Seoul SMEs’ expansion into TikTok’s SEA commerce ecosystem. Companies will be able to leverage TikTok’s Cross-Border commerce solution to sell directly into Malaysia, Vietnam, Thailand, Singapore, and the Philippines, without establishing a local entity. Mayor Oh noted that while TikTok commerce is still emerging in Korea, Southeast Asia already offers a mature and highly responsive market environment.

Team8 Partners accompanied the delegation as an execution partner, leading key on-site operations including the recruitment of Korean and Malaysian TikTok creators, the management of live commerce sessions, and full protocol and event coordination. This enabled participating SMEs to move beyond a symbolic MOU and gain first-hand exposure to real-time market reactions and platform-based sales behaviour.

Team8 Partners also presented additional support measures essential for sustainable market entry—particularly Malaysia’s JAKIM Halal certification, localised marketing strategies, and influencer-driven commercial models tailored to the region. The company will continue discussions with the Seoul Metropolitan Government and SBA to design follow-up programmes that reinforce Korean SMEs’ long-term success in Southeast Asia. “This MOU is merely the starting point,” Team8 Partners stated. “We aim to build a practical execution pathway encompassing certification, distribution, and marketing for Seoul-based companies.”