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. We want to reshape the narrative between brands and creators from transactional to authentic, long-term collaborations. CASA will serve as a safe and balanced space for dialogue and education for everyone in the industry, said Vanya Qinthara, Co-Founder of CASA and Founder of IBV, a talent management agency dedicated to developing creators’ careers and redefining Indonesia’s digital content landscape. Interactive workshops on creative monetization, digital storytelling, and legal protection for creators also enriched the launch program, underscoring CASA’s commitment to being a learning and knowledge-sharing platform for creators in the region.
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. We’re starting from Indonesia, but our spirit is borderless. Creators across Southeast Asia have incredible potential to learn from one another, collaborate, and generate greater economic impact. Moving forward, CASA will gradually be introduced through regional industry forums and creative events, said Astari Laksmiwati, Executive Director of CASA. With creators increasingly becoming key drivers of the digital economy in Southeast Asia, CASA’s establishment marks an important milestone in building a more inclusive, professional, and sustainable ecosystem.
CASA invites all stakeholders: individual creators, communities, brands, and platforms, to build an industry that prioritizes creativity and sustainability. We believe CASA can become a catalyst for creator empowerment in Indonesia and the wider Southeast Asian region, said Chatrine Siswoyo, Senior Advisor at Vero, a leading Southeast Asian communications agency and a recipient of PRovoke Media’s Influencer Marketing Agency of the Year award.
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