TikTok Elevates Every Moment of SEA Games 2025 Into Opportunity for Thailand
TikTok Elevates Every Moment of SEA Games 2025 Into Opportunity for ThailandIn partnership with the Sports Authority of Thailand, amplifying the story beyond the Games — where creators rise, local businesses thrive, and national pride drives a regional movement.
Launching the first-ever ‘TikTok SEA Club House’ in the region, uniting top sports creators from across Southeast Asia to produce viral SEA Games 2025 content. The Club House will debut as a pop-up experience on December 14 at ICONSIAM.
In collaboration with SAT, TikTok activated major sports partnerships across Southeast Asia — led by Thailand, Indonesia, and Vietnam — creating a unified regional ecosystem that elevates athletes, empowers creators, and accelerates the growth of the region’s sports economy.
Thailand’s sports community on TikTok is surging, with #TikTokการกีฬา (#TikTokSport) generating over 23 billion monthly views and +95% year-over-year growth*, transforming sports moments into commerce and unlocking new economic opportunities.
BANGKOK, THAILAND, December 12, 2025 – TikTok is deepening public-sector partnerships across Southeast Asia, working with the Sports Authority of Thailand (SAT) and activating major sports collaborations across Thailand, Indonesia, and Vietnam to strengthen the region’s sports community on the platform ahead of SEA Games 2025. With over 460 million users across Southeast Asia — including 50 million in Thailand — TikTok has become the region’s leading arena for sports content, fueling a +57% increase in sports viewership and a +365% surge in sports publisher videos. The platform’s growth reflects a broader trend: not only creators, but also professional sports media and analysts, are expanding rapidly on TikTok.
In Thailand alone, #TikTokการกีฬา (#TikTokSport) is exploding — now surpassing 23 billion monthly views* with double-digit year-on-year growth. Building on this momentum, TikTok is rolling out key initiatives including the first-ever TikTok SEA Club House and regional TikTok Sport Fest activations to anchor content creation and deepen fan participation throughout SEA Games 2025.
Strengthening partnerships across Southeast Asia
Through collaborations with Sports Authority of Thailand, TIM Indonesia, and NOC Vietnam, TikTok is expanding creator workshops and strengthening partnerships with national teams and leading broadcasters. These initiatives convert rising sports momentum into tangible economic impact — especially in Thailand, where TikTok supports SAT’s launch of its official SEA Games 2025 store and partners with Grand Sport to release the exclusive SEA Games Jersey through TikTok Shop. Meanwhile, TikTok LIVE is powering the LIVE SEA Games campaign, building excitement and real-time engagement as the region counts down to the competition.
SAT and TikTok join forces to amplify Thailand’s soft power
“At the SEA Games, sports unite the nation and TikTok expands that unity across the region”said Dr. Kongsak Yodmanee, Governor of the Sports Authority of Thailand (SAT). He noted that with the Games hosted across Bangkok, Chonburi, and Songkhla, Thailand has a unique opportunity not only to showcase its athletic excellence but also to strengthen cultural exchange, community pride, and tourism.
SAT recognizes TikTok as a partner capable of bringing athletic and cultural moments to life in real time, enabling Thailand to share its hospitality, diversity, and Thainess with millions across Southeast Asia.
Chanida Klyphun, Director of Public Policy, Southeast Asia, TikTok added “TikTok is where passion becomes participation and participation becomes opportunity. Through our collaboration with SAT, we aim to empower creators and help local businesses benefit from the SEA Games moment, contributing to Thailand’s broader digital and sports ecosystem.”
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.”
Thai creators — from Muay Thai athletes and football commentators, to emerging sports creators — now sit at the center of regional fandom. This momentum is reflected in Thailand’s sports hashtags on TikTok: #ส่งใจเชียร์ไทย has reached 2B views, #TikTokบอลไทย and #TikTokบอลนอก exceed 10.7B views, #TikTokวอลเลย์บอล has climbed to 632M views, and #TikTokหมัดมวย continues to grow with 1.6B views. These numbers underscore Thailand’s growing role as a cultural engine shaping sports conversations across Southeast Asia.
TikTok Shop unlocks new commercial opportunities for Thai sports brands
SEA Games 2025 marks the first time official merchandising and sports commerce are fully integrated into TikTok’s ecosystem. A key part of this integration is the launch of the Friends of SEA Games Store on TikTok Shop, centralizing all official licensed merchandise in one destination for fans.
As the official Thai national team sportswear partner, Grand Sport released exclusive SEA Games apparel and competition kits on TikTok Shop ahead of other channels and hosted a SEA Games fashion show in early December — creating new opportunities for creator affiliates and Thai sports brands. This seamless pathway from content discovery to instant purchase empowers fans to support athletes while driving measurable commercial value for partners across the sports economy.
TikTok LIVE becomes the heartbeat of SEA Games fandom
TikTok LIVE powers fan excitement throughout SEA Games 2025, with creator-led watch-alongs, stadium-side reactions, and fan POV streams bringing the action closer than ever.
As part of TikTok LIVE บู๊สู่ SEA Games, a seven-day online campaign was held, bringing 7.6 million viewers and more than 165,000 creators together to build momentum and celebrate sports ahead of the Games. Real-time effects, SEA Games themed custom Gifts, and LIVE content bringing together fans across SEA, the in app campaign extended the excitement of the Games far beyond the field.
Beloved Thai LIVE creators such as @spiritchannel418, @soda28805 and @filmfinn also joined in the festivities at the Opening Ceremony on 9 December, bringing joyful and authentic SEA Games content to the screens of countless viewers.
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 Clubhouse, the first activation of its kind in Southeast Asia. Designed as a dedicated physical hub for creators during the Games, 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.
As Thailand prepares to host SEA Games 2025, TikTok’s partnership with SAT underscores a shared commitment to elevating national pride, strengthening the creator and sports economy, and amplifying Thailand’s cultural presence across Southeast Asia. By uniting content, commerce, and community through a seamless on-app and on-ground ecosystem, TikTok is helping transform the SEA Games into a regional movement — where every moment becomes an opportunity for connection, creativity, and impact.
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About TikTok
TikTok is a leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo.