Mantayay: 10 Key Things You Must Know

Overview

Mantayay is an innovative digital media and TikTok-focused marketing agency that has rapidly emerged as a leading player in Southeast Asia's creator economy. Founded in Malaysia in 2023, Mantayay has distinguished itself by managing a vast network of over 4,000 content creators, specializing in short-form video production, influencer marketing, and live commerce. It operates across Malaysia, Indonesia, Singapore, and the Philippines, leveraging TikTok's platform and other social media channels to elevate brands and talents alike. This article explores ten key aspects that shed light on why Mantayay is reshaping digital content, marketing strategies, and the creator landscape in the region.

1. Origins and Founding

Mantayay was established in 2023 as a TikTok-first marketing agency based in Kuala Lumpur, Malaysia. It emerged at a time when the digital creator economy was experiencing tremendous growth, particularly on short-video platforms like TikTok. Mantayay’s founders envisioned a company that could bridge the gap between brands and influencers, primarily focusing on gaming and entertainment verticals. Over a short period, this vision propelled it into becoming an indispensable partner for brands across Southeast Asia.

2. Extensive Creator Network

A cornerstone of Mantayay’s success is its expansive network of over 4,000 TikTok content creators. This roster includes top-tier talents across multiple verticals such as gaming, lifestyle, fashion, and entertainment. Managing such a large and diverse talent pool allows Mantayay to offer brands highly targeted campaigns and authentic influencer partnerships that drive engagement and conversions in competitive markets.

3. Specialized Focus on Gaming Influencers

Gaming is one of Mantayay's key specializations. The agency has carved a niche by working with influential gaming creators who have substantial followings. This focus has not only attracted significant brand partnerships but also positioned Mantayay as a driving force in the vibrant Southeast Asian gaming content ecosystem. Their notable gaming talents have even gained international recognition, reflecting the agency’s commitment to elevating content creators on global stages.

4. Digital Content Production and IP Incubation

Beyond influencer marketing, Mantayay excels in producing digital content and incubating original intellectual property (IP). Their flagship IP, "Terpaling Menantu," is Malaysia’s most-watched short-form drama franchise, amassing over 300 million views across platforms. This achievement highlights Mantayay's capability to blend talent management with creative content production, making it both a talent agency and a creative studio.

5. Rapid Financial Growth and Investment

Since its inception, Mantayay has demonstrated impressive financial performance. It recorded audited revenues of approximately US$462,000 in 2023 and more than US$1.8 million in 2024. The company secured its first institutional funding round of US$5 million led by Kairous Capital in 2025, a move aimed at accelerating regional expansion and strengthening AI-powered content and commerce infrastructure.

6. Regional Expansion Across Southeast Asia

While headquartered in Kuala Lumpur, Mantayay has broadened its footprint across Southeast Asia, operational in Malaysia, Indonesia, Singapore, and the Philippines. It continues to onboard exclusive talents from these markets, cementing its position as Southeast Asia's largest TikTok talent agency. Plans are also underway to establish offices in Northeast Asia, including China, Japan, and South Korea, facilitating cross-border market entry and collaborative opportunities.

7. Innovations in Live Commerce and E-commerce Integration

Recognizing the convergence of content and commerce, Mantayay integrates live streaming and e-commerce services to boost brand visibility and sales. As an official TikTok LIVE partner, the agency supports creators in transforming their passion into monetized live broadcasting opportunities. This approach leverages TikTok’s ecosystem to directly connect audiences with products, enhancing the digital shopping experience.

8. Industry Recognition and Awards

Mantayay’s swift rise has been punctuated by accolades such as being named one of the Top 3 TikTok agencies in Malaysia. Their innovative campaigns and strong creator relations underscore the company’s role as a pioneer in TikTok influencer marketing. Industry recognition validates their strategic approach and the positive impact on brands and creators alike.

9. Commitment to Talent Development and Support

The agency invests heavily in developing its creator community through ongoing workshops, direct TikTok team support, and incentive programs. This commitment helps creators enhance their content quality, grow follower bases, and achieve sustainable earnings. Mantayay’s support ecosystem is crucial in empowering both emerging and established talents within an ever-evolving digital landscape.

10. Mantayay's Role in Shaping Southeast Asia's Creator Economy

Mantayay exemplifies the dynamic growth of Southeast Asia’s creator economy, projected to exceed US$1.4 billion by 2030. By combining technology, AI-enabled content, and strategic partnerships, Mantayay is transforming how digital content is produced, distributed, and monetized regionally. Its model serves as a blueprint for future creator-focused enterprises aiming to harness social media’s potential for creative and commercial success.

Conclusion

Mantayay’s journey from a startup to a regional powerhouse highlights the transformative potential of the creator economy when paired with innovative marketing strategies and technology. Their expansive talent network, creative IP production, and strategic regional growth have established them as key players revolutionizing digital marketing in Southeast Asia. As Mantayay continues to evolve, it raises compelling questions about the future of content creation — how will agencies adapt to emerging trends, and what new forms of digital entertainment will shape the next generation of consumers and creators?