Content creators, agencies launch regional alliance to boost creative industry

Several content creators, talent management agencies, and communications consultancies in Southeast Asia have joined forces to establish the Creators Association of Southeast Asia (CASA), an initiative aimed at strengthening the regional creator economy.

The initiative includes communications consultancy Vero; Vanya Qinthara, CEO of DKCIndo and the leader of IndoBeautyVlogger; Jehian Panangian Sijabat, founder of Mantappu Corp, which manages top influencers such as Jerome Polin, Koreanreomit, and Alex Boboholokal; and Vina Muliana, a TikTok influencer with 9.8 million followers.

With an agreement signed recently, CASA emerges as a platform dedicated to fostering creator growth, elevating industry standards, and enabling cross-border collaborations, a release said.

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"Being a content creator is not just a trend - it's a career path. However, many creators still need guidance, professional development, and a system that ensures fair compensation," said Muliana. "CASA will help creators build their careers by promoting transparency, fair pay, and professional growth opportunities across Southeast Asia."

In 2023, the creator economy in Asia-Pacific was valued at an estimated US$135.2 billion, with over 207 million full-time and part-time creators contributing to the industry. According to Vero's 2025 Influencer Outlook survey, influencers in Southeast Asia increasingly view content creation as a viable career, with notable growth in video content, influencer-led events, and AI-powered social commerce.

"Today, creators are more than just content producers; they are entrepreneurs, educators, and changemakers," said Sijabat. "As a talent manager, I see immense potential in Southeast Asia's influencer industry, yet many still face challenges such as understanding contracts, managing brand partnerships, and ensuring long-term career growth. CASA will provide the structure and support needed for creators to thrive - both locally and globally."

Before the official signing, CASA held its first pre-kick-off session in November 2024, bringing together creators and industry leaders from Indonesia, the Philippines, Thailand, and Vietnam to shape the association's vision and roadmap.

"Southeast Asian content creators are among the most active in the world, demonstrating our strength in storytelling," said Qinthara. "CASA is a step toward fortifying the industry by creating opportunities, setting new standards, and building a collective voice to foster better collaboration with brands and agencies."

As part of its regional outreach, CASA is partnering with Vietcetera, a Vietnamese media company known for supporting digital storytelling and thought leadership in the creative industry.

"The creator economy in Vietnam is growing rapidly, yet challenges remain in monetisation, industry standards, and cross-border expansion," said Hao Tran, CEO of Vietcetera. "We want to bring CASA to Vietnam, connecting the local creator ecosystem with the wider Southeast Asian community while ensuring they have the tools, support, and networks to expand their influence."

"I'm truly inspired to see CASA evolve from an idea into a powerful initiative that brings together industry leaders from Indonesia and Vietnam - and hopefully, soon, the entire ASEAN region," said Brian Griffin, CEO of Vero. "CASA represents a new era of collaboration, where influencers, brands, communication consultancies, and talent managers can work together to build a stronger, more sustainable ecosystem. CASA is not just an association - it's a movement toward long-term growth and creator well-being."

Moving forward, CASA will host regional discussions, workshops, and industry collaborations throughout 2025, bringing together content creators, talent managers, and key stakeholders.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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