In July, TikTok Shop South-East Asia station was retrenchmentally high, with a monthly sales of almost ten thousand TOP5 items, with a cumulative sales of 956,000 items, an increase of 53.21 per cent over the same period. Of these, Thailand was at the top of the list with a cumulative sales of 5.52 million items, with an increase of 50.41 per cent in the ring. The increase was particularly significant in Singapore, where it reached 58.42 per cent.
The daydream of Boboco’s sweetheart party box goes beyond bubble Matt’s production to be the overall sales champion. Its monthly sales volume increased by 104.20 per cent in relation to the ring, and the price of the main hit-to-people was quickly red by TikTok short video. The series, which focuses on the velvet-blind boxes on the theme of cute parties, includes topics such as couples’ parties, which have maintained a steady sales momentum since early 2025.
The Aishan Sea Passage series of wooden sticky dolls sells in Indonesia, with three products on the list. The success of the series stems from innovations designed in conjunction with traditional Chinese culture and AI generation, which match the taste of phantom and localization among Indonesian consumers. The unique functionality of light money further increases attractiveness, with a monthly sale of 21,000 items reflecting a precise combination of design and marketing.
In Thailand, the cumulative sale of BJD dolls by girls with big eyes reached 125,500 during their life cycle. In Malaysia, a group of flying policewomen, launched by Bubo Matt, sells 17,400 a month, which is popular with local consumers and continues to lead. In addition, ZUS Coffee’s new key buttoned blind box also performed well. In the Philippine market, the nostalgic trend is taking its course, with velvet toys and, in particular, trigull dolls taking the lead. In Viet Nam, the impact of the Ai Mountains Sea was significant, with three related products entering TOP5.
TikTok Shop recommends increased exposure to tidal toys through short video and algorithms, especially among young consumer groups. Localized IP and low-cost strategies have contributed to the sales boom. In 2025, the South-East Asian market in TikTok Shop continued to be led by tides and cosmetics, and growth is expected to continue throughout the year.