No Longer Just For Entertainment: TikTok Supports Over 100k Jobs, Proving Its Real-World Impact
According to a survey, 97% of businesses in Malaysia said TikTok is an important source of revenue.
- TikTok contributed RM20 billion to Malaysia's economy in 2025, supporting around 147,000 jobs and income-generating opportunities nationwide.
- Around 35% of Malaysian TikTok creators are now full-time, with 45% earning above the RM1,700 minimum monthly wage.
- 97% of businesses surveyed said TikTok is an important revenue source, with half saying it contributes over 40% of their income.
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If you still think TikTok is just an app for dance trends, funny cat videos, and endless scrolling, it might be time for a rethink.
According to a new socioeconomic impact report by TikTok and consulting firm Kearney, the platform has quietly grown into a significant contributor to Malaysia’s digital economy. In 2025 alone, TikTok’s ecosystem is estimated to have contributed RM20 billion in gross value added (GVA) to the country’s economy while supporting around 147,000 jobs and income-generating opportunities nationwide.
Gross value added (GVA) is a measure of the value of goods and services
produced in an economy, representing the difference between the output of an industry or sector and the intermediate consumption of goods and services
it used.
To put that into perspective, that’s roughly equivalent to almost 1% of Malaysia’s GDP and around 4% of the country’s digital economy. That’s a pretty impressive feat for an app many people still associate with viral dances and cooking hacks.
But beyond the eye-catching figures, the report paints a picture of how TikTok has evolved into a platform where Malaysians are building businesses, launching careers, preserving local culture, and even changing their lives.
A TikTok account can now be a full-time job
One of the biggest takeaways from the report is that being a content creator is no longer just a side hustle for many Malaysians.
The survey found that 35% of Malaysian TikTok creators now consider themselves full-time creators, while almost 60% post content every single day. Even more interestingly, around 45% reported earning more than Malaysia’s minimum monthly wage of RM1,700, with some creators bringing home well over RM5,000 a month.
For many, the platform has become a genuine career path rather than simply a hobby.
One example highlighted in the report is lifestyle creator Sandra Hanayu, who previously worked as a flight operator in the aviation industry. What began as casually posting beauty, travel and lifestyle content eventually grew into a full-time profession after her TikTok income overtook her corporate salary.
@sandrahanayu Anyone here yang sama dengan i where we MUST check the ingredients first before buying deodorant? 😭 For me, i usually prefer ingredients over wangi. But this VitaCense deodorant yang i guna ni, the ingredient is just soo good and STILL WANGI YE #deodorant #ketiakputih #vitacensemy #deodorantserum #dailyroutine ♬ Chill Hip-Hop Lo-Fi – AVANT-BEATS
Today, she says the platform has enabled her to support her parents while paying for her autistic brother’s monthly therapy, turning content creation into much more than likes and followers.
Meanwhile, paranormal livestream creator Tiger Labu transformed himself from a former food stall owner into one of Malaysia’s most recognisable horror storytellers. After pivoting from gaming content to livestreaming haunted locations and paranormal tales, he now reportedly earns over RM30,000 a month through TikTok LIVE while attracting viewers from across Southeast Asia.
Small businesses are finding big opportunities
The report also suggests TikTok has become a powerful growth engine for Malaysian businesses, particularly SMEs.
According to a survey, an overwhelming 97% of businesses said TikTok is an important source of revenue. Even more striking, around half of those surveyed said the platform contributes more than 40% of their overall business income.
Instead of relying solely on expensive advertising campaigns, many businesses are finding success simply by creating engaging videos and livestreams that resonate with audiences.
The report estimates there are now around 1.8 million local businesses using TikTok Shop in Malaysia, while more than 100,000 MSMEs have also received digital skills training through TikTok’s collaborations with government agencies.
Businesses surveyed said the biggest benefits weren’t just increased sales, but also reaching entirely new audiences, interacting directly with customers, and using feedback to develop new products.
In other words, TikTok has become more than a marketing platform, it’s also becoming a business development tool.
From home kitchens to nationwide customers
Perhaps the most enjoyable part of the report isn’t the statistics but the stories behind them.
Take Soneng Bakery, for example.
Founder Dayang Suziana started baking traditional Sarawak cakes from her home kitchen in Klang using recipes passed down by her late mother. After one of her TikTok videos went viral with 2.1 million views, customers from across Malaysia began asking where they could buy her cakes.
@soneng.bakery Ada yang tahu kenapa kek ni mahal? 😁😁😁 #keklumutsarawak #goldenchurnbutter #keklapissarawakpremium #sonengbakery #CapCut ♬ original sound – SONENG BAKERY
She eventually opened a TikTok Shop, and today the platform reportedly contributes around 70% of her business revenue. Monthly earnings during peak seasons have grown from roughly RM3,000 to RM5,000 before joining TikTok to between RM15,000 and RM20,000.
Her videos don’t just sell cakes, they also introduce younger Malaysians to Sarawak’s culinary heritage, proving that social media can preserve culture as much as it can sell products.
Another inspiring example is Munsur, founder of Nurezqi Plant Care in Ipoh.
After illness limited his mobility, he turned to TikTok Shop to keep his horticulture business alive. Following training through a TikTok programme organised together with the Federal Agricultural Marketing Authority (FAMA), he began hosting livestreams that combine gardening lessons with product demonstrations.
Today, around 80% of his revenue comes from TikTok LIVE sessions, while his customers now include buyers from Sabah and Sarawak. He was even recognised as the competition’s Best Disabled Entrepreneur.
@myhomefresh 6 bulan bangkit setelah hilang arah tujuan hidup, tiada punca pendapatan dan akhirnya cahaya itu datang tanpa di sangka-sangka.. Alhamdulillah 🤲 rezeki dipertemukan dengan org2 baik yg datang pemberi semangat.. Terima kasih terutamanya rakan2 tiktok yang menyokong saya.. Semoga dimurahkn rezeki.. Amin Cabaran diterima ikut trend + memberi makfaat.. ticer @wfsufina #usahawanoku #okutani #fama #FamaTiktokshop #inpirasi #jomlokal ♬ nhạc nền – 陈晓美 – 陈小眉
Malaysians are scrolling with purpose
The report also reinforces something many people probably already suspected: TikTok has become one of the country’s favourite discovery platforms.
About 65% of surveyed users said they use TikTok to discover products and shopping deals, while 61% use it to learn about topics that interest them.
Food remains king on Malaysian TikTok, with 83% of users regularly engaging with food-related content, closely followed by entertainment at 82%.
Perhaps more surprisingly, around 68% of users said they’ve purchased something outside TikTok after first discovering it on the platform, whether that’s trying a new restaurant, booking a hotel, or visiting a tourist attraction.
In many ways, TikTok has evolved into a search engine, travel guide, product catalogue and entertainment platform all rolled into one.
Read Beyond the Scroll: The Real-World Impact of TikTok HERE.
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