Salesforce Adds Malaysia, Philippines to Regional Startup Programme
Salesforce completes five-market ASEAN network supporting 435 startups. Programme expansion targets government-backed ecosystems in Malaysia and Philippines.
Salesforce announced on January 20, 2026, the expansion of its Startup Programme to Malaysia and the Philippines, completing a five-market network across South and Southeast Asia that now supports 435 startups, including 230 AI-focused companies.
The enterprise software provider's regional footprint now spans India, Singapore, Sri Lanka, Malaysia, and the Philippines. The programme, launched in 2021, provides early-stage companies with access to Salesforce's AI-powered products including Agentforce, mentorship opportunities, and connections to the company's enterprise customer base.
Government-Backed Growth Targets Drive Regional Expansion
The two new markets present contrasting opportunities for startup ecosystem development. The Philippine government has allocated ₱2.1 billion (~US$37.6 million) under its Innovative Startup Act, targeting the creation of four unicorn companies and $10 billion in startup investments by 2030.
Malaysia aims to establish itself as a leading global startup hub by 2030, using its strategic position within ASEAN to provide startups access to regional markets spanning China and India. The country's government-backed ecosystem development initiatives align with Salesforce's expansion strategy.
"Malaysia and the Philippines are ideal launchpads for startups seeking to scale local ideas into global impact," said Arundhati Bhattacharya, President and CEO for South and Southeast Asia at Salesforce.
Enterprise Platform Competition Intensifies
The expansion positions Salesforce alongside other cloud providers competing for early-stage technology companies in Southeast Asia's growing entrepreneurial landscape. Startups accepted into the programme gain access to Salesforce Marketplaces and joint go-to-market opportunities with existing enterprise clients.
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Abraham Cuevas, Regional Vice President for Salesforce Philippines, emphasized the focus on AI capabilities: "The Philippines is a vibrant hub for startups, enabling them to leverage cutting-edge tools including Agentforce."
Current programme participants include CloudFiles, an AI document management startup from India, and Yellow.ai, a Singapore-based conversational AI platform that achieved three times faster deployment using Salesforce's tools and partnership support.
Physical Presence Supports Market Entry
Salesforce opened a Manila office in November 2025, strengthening its physical presence in the Philippines where it already serves clients including PLDT and Converge ICT Solutions. The company also maintains existing relationships in Malaysia with organizations such as the University of Nottingham Malaysia.
Startups can apply through the programme's website, with applications reviewed weekly on a rolling basis. The 435 companies currently participating represent a 53% concentration in AI-first solutions, reflecting broader industry trends toward artificial intelligence adoption.
The expansion comes as enterprise software providers increasingly build regional ecosystems to capture early-stage technology companies before they scale, creating long-term customer relationships and platform dependencies. The programme serves as a gateway connecting startups to Salesforce's broader partner and customer network across the region.
Both markets offer young, digitally-connected populations and government support for technology entrepreneurship, factors Bhattacharya cited as key drivers for the expansion decision.
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