Amid the rapid growth of the creator economy in Southeast Asia, now involving more than 200 million active social media users, key players in the regional creative industry have come together to establish the Creators Association of Southeast Asia (CASA), officially known as the Asosiasi Kreator Konten Asia Tenggara (AKKAT).
CASA is a collaborative initiative founded by Vero, IBV, Mantappu, and Vina Mulian, a strategic partnership between communications, talent management, and creator communities dedicated to strengthening the creator ecosystem throughout Southeast Asia.
In today’s fast-evolving digital economy, many creators still face challenges such as limited access to opportunities, lack of professional protection, and the absence of fair industry standards. CASA emerges as a bridge between creators, brands, and platforms- fostering more transparent, equitable, and sustainable collaborations.
“For too long, many creators have worked independently without proper guidance or protection. CASA aims to ensure that creators’ voices are heard-not only by platforms and brands but also by policymakers,” said Jehian Panangian Sijabat, Co-Founder of CASA and Founder of Mantappu Corp, a leading talent management agency that has played a key role in professionalizing the creator industry in Indonesia.
More than just an association, CASA represents a social movement that champions creators as vital economic contributors driving Southeast Asia’s digital growth.
The CASA launch in Jakarta featured a series of panel discussions and workshops attended by young creators, agencies, and representatives from major platforms such as Meta and TikTok, discussing the future of the creator profession amid the rise of AI and digital innovation.
A highlight of the event was the session “Beyond Endorsements: Building Meaningful Brand x Creator Partnerships,” which discussed how collaborations between creators and brands can evolve from one-off promotions into authentic, strategic partnerships.
Beyond education and networking, CASA will lead advocacy initiatives and develop industry ethics guidelines, including best practices for fair brand collaborations and creator monetization, as well as training on digital safety and ethics.
“Creators are not just content producers—they are economic drivers who build public trust. It’s time for an association that protects their interests while raising industry standards,” added Vina Muliana, Co-Founder of CASA, communication professional, and content creator known for her educational and inspirational work on TikTok, as well as her advocacy for young talent empowerment in the digital industry.
As its first step, CASA is being introduced in Indonesia.
CASA focuses on three key pillars- education, advocacy, and cross-border collaboration- to promote fair industry practices and strengthen creators’ roles as drivers of the region’s digital economy.
Founded through the collaboration of Vero, IBV, Mantappu, and Vina Muliana, CASA is committed to becoming a regional hub that connects creators, brands, platforms, and communities across Southeast Asia.
PIXABAY PHOTO
