Will Southeast Asia be the world’s next e-commerce hub? ...Middle East

Affifah Kassim, a 26-year-old entrepreneur based in Kuala Lumpur, Malaysia, often browses TikTok for fashion inspiration. “From Sofia Richie’s viral wedding, the old money aesthetic has become the ‘It’ trend that influences my shopping,” she tells Jing Daily.  “When the video blew up, tweed jackets, pearl necklaces, and simple and elegant materials, such as silk or satin, became must-buy items,” she adds. Kassim is one of the millions of Southeast Asian consumers that TikTok is hoping to target through its latest endeavor. Last month, the short-video platform announced plans to invest billions of dollars in Southeast Asia over the next three to five years, with the goal of quadrupling its gl

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