For decades, Asahi Appliances and Calliah Fashion have been staples in their respective industries—Asahi for its durable home appliances and Calliah for its trendy apparel.
Both brands have successfully adapted to the evolving e-commerce landscape, finding new momentum on TikTok Shop through its ACE Indicator System: assortment, content, and empowerment.
Asahi Appliances exhibited a remarkable digital transformation, recording a 2,700 percent year-on-year sales increase from Q4 2023 to Q4 2024 and a 56.5 percent quarter-on-quarter boost from Q3 2024 to Q4 2024.
TikTok Shop has provided a unique space for the brand to engage customers in a more meaningful way.
“This has been an opportunity to not just sell but to tell our story and offer real value while staying true to the quality that has defined us since 1982,” said Asahi Philippines vice president Eunice T. Sy.
Similarly, Calliah Fashion’s success on TikTok Shop highlights the power of content-driven marketing.
Strengthening affiliate relationships and curating themed PR packages amplified the brand’s livestream performance and product features.
Collaborations, such as one with fellow Buy Local, Shop Local seller Josefina’s Kitchen, further boosted visibility.
Through strategic in-app promotions and social media campaigns, Calliah saw a 49 percent increase in LIVE gross merchandise volume (GMV) in December 2024 during the Buy Local Gems feature and an affiliate-driven GMV of 165 percent in December 2024.
“By embracing livestreaming and exclusive product launches, they’ve built a strong community of empowered women, turning creativity into growth,” said Tiktok Shop Philippines marketing lead Franco Aligaen.
