61% of Asian Marketers Boost Creator Budgets in 2026
Kantar reports 61% of Asian marketers increasing creator investments in 2026 as partnerships shift from experimental to systematic programs worth $46B annually.
A net 61% of marketers plan to increase their investment in content creators in 2026, marking a strategic shift from experimental campaigns to systematic programs, according to Kantar's Marketing Trends 2026 report. The move reflects growing confidence in measurable returns and long-term brand building through creator partnerships.
The investment surge comes as Southeast Asia's creator economy reaches strategic maturity. Creator-driven commerce now represents $46 billion in annual sales across the region, accounting for 20% of total e-commerce transactions in 2025.
Major Brands Shift to Long-Term Partnerships
Netflix and Unilever exemplify the transition from one-off campaigns to sustained collaborations. These companies are moving away from transactional deals toward ongoing relationships that build authentic audience connections over time.
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SK-II Japan partnered with influencers AMIAYA to promote its Wonderland store, blending technology and artistry for emotional engagement. American Express Singapore maintains 83% consumer trust through exclusive partnerships with creator Yik Keat for staycation campaigns. These examples demonstrate how brands are prioritizing quality relationships over quick promotional wins.
The performance gap between creator content and traditional advertising continues to widen. Creator-led campaigns deliver 3.5 times higher engagement rates than paid media in Southeast Asia, according to WARC's 2025 Influencer Marketing Benchmark.
Formalization Drives Industry Maturity
The Creators Association of Southeast Asia (CASA) launched in Jakarta in October 2025 to formalize creator-brand partnerships and establish industry standards. The initiative responds to rapid market growth, with 71% of Southeast Asian brands increasing creator marketing budgets year-over-year in 2025.
Cult Creative achieved 2.3 million organic views for Malaysia's World Expo Osaka 2025 pavilion using hybrid Malaysian-Japanese creator teams across finance, fashion, and technology sectors. The campaign generated over 65,000 interactions through 20 culturally tailored videos.
"Creator storytelling is no longer about product placement. It's about emotional placement where a brand fits into a person's real story," said Shermaine Wong, CEO and Co-founder of Cult Creative.
Sunsilk Indonesia generated 7.8 million YouTube views with travel influencer Satya Winnie's "Dare to Dream" documentary-animation hybrid. Aloft Kuala Lumpur Sentral shifted from generic user-generated content to family-staycation storytelling, resulting in over 800,000 views and measurable booking increases.
Platform Growth Fuels Strategic Shift
TikTok dominates Southeast Asia with 460 million monthly active users in 2025, driving creator-led social commerce at 18% annual growth. Platforms like Tokopedia and Zalora prioritize micro-influencers in food and beauty sectors, capitalizing on 40% annual growth of Asia-Pacific influencer platforms.
Hootsuite's 2025 Digital Trends Report shows 79% of Southeast Asian consumers prefer story-driven creator content over traditional advertisements. The preference reflects broader audience demand for authenticity, with 82% of consumers favoring brands that deliver emotional engagement through creators over artificial intelligence-generated content.
The creator economy is evolving from tactical execution to strategic priority as marketers recognize the channel's unique ability to build trust and drive commerce simultaneously. With total budget growth reaching 171% in 2025, the formalization of creator partnerships through industry associations and performance benchmarks signals a permanent shift in how Asian brands approach audience engagement.
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