TikTok is often viewed primarily as an entertainment platform, but a recent study reveals that the vast majority of Malaysian users rely on it for education and self-improvement.
According to a survey conducted by global consulting firm Kearney, approximately 80% of regular Malaysian TikTok users engage with the platform for learning, cultural connection, and stress management.
The survey gathered responses from over 1,000 Malaysians, with 85% indicating that TikTok makes learning accessible and 72% using it for upskilling and academic growth.
TikTok ecosystem contributed RM20 billion to Malaysia’s economy, supported 147,000 jobs in 2025
TikTok is no longer just a short-form video app for entertainment, but an economic driver that generated RM20 billion in Gross Value Added (GVA) to Malaysia’s economy in 2025.
According to a study conducted by global consulting firm Kearney, the platform contributed approximately 1% of Malaysia’s GDP and 4% of the national digital economy while supporting 147,000 local jobs across creators, businesses, and supply chain partners.
The findings highlight how digital content and discovery eCommerce have democratised local entrepreneurship, allowing everyday Malaysians to build sustainable careers and businesses online.
Driving MSME revenue and nationwide digital upskilling
With over 1.8 million local businesses operating on TikTok Shop, the platform has evolved into a primary sales engine for micro, small, and medium enterprises (MSMEs). The Kearney study revealed that 97% of surveyed businesses view TikTok as an important source of revenue, with 50% reporting that the platform drives more than 40% of their total overall sales.
Local entrepreneurs are also gaining crucial digital capabilities through structured upskilling. In partnership with government agencies like MATRADE, MDEC, and FAMA, TikTok Shop has trained over 100,000 MSMEs nationwide specifically in semi-urban and rural areas in live selling, content creation, and digital marketing.
How local creators drive education and cultural appreciation
Educational creators in Malaysia have found a massive audience on the platform by simplifying complex topics into digestible content. Math tutor Fathi Hussein (@mathsanova) and veteran English teacher Ahmad Shahrul Azhan Ibrahim (@sir_asai) have gained widespread popularity by making learning engaging outside traditional classrooms. Meanwhile, creators like Ku Sim Ling (@professionalbimbo) share practical workplace and employment rights knowledge with working professionals.
Beyond formal education, 84% of respondents noted that the platform helps bridge different cultures, while 65% felt it fosters local community engagement. Content creator Chin Pui Ting (@deadpudds) uses her Mystical Malaysia series to promote cross-cultural harmony, while local food entrepreneurs utilise TikTok Shop to introduce Muslim-friendly versions of traditional cultural dishes. Additionally, PhD student Muhammad Azamudeen (@azamuddeennasir) leverages his account to educate viewers on Malaysia’s tropical biodiversity and conservation efforts.
Creative expression, hobbies, and mental health support
The survey also highlighted TikTok’s role in personal well-being, with 79% of users turning to the app to discover new hobbies and 77% using it to manage daily stress. Athletes like national ice skater Ashley Chin (@hyeminkiim_) share training journeys to encourage active lifestyles, while musicians and live streamers convert creative talents into sustainable livelihoods through TikTok LIVE features.
Mental health organisations have also established a growing presence on the platform to break down social stigmas surrounding therapy. Representatives from counseling groups such as The Inner Lynk (@theinnerlynk) and Sage Centre (@thesagecentre) actively share mental health awareness, coping mechanisms, and stress-relief tips, making emotional support resources more approachable for everyday Malaysians.
