APAC Creator Market 2026 — What ANZ Brands Need to Know About Vietnam, Thailand, and Indonesia

The APAC creator market is growing faster than any other region. If you're an Australian or New Zealand brand still focused exclusively on domestic creators, you're missing the opportunity.

Vietnam: TikTok dominance

Vietnamese creators dominate TikTok in the APAC region. The platform's 62.9% campaign share in Vietnam makes it the default channel for brand activation. Live commerce is already mainstream — creators sell products during streams with integrated checkout. The playbook exists and it works at scale.

For ANZ brands looking to enter the Vietnamese market: the creator-first approach isn't optional, it's the only approach that works. Traditional media doesn't reach the 18–34 demographic the way a trusted TikTok creator does.

Thailand: live commerce pioneers

Thai streamers pioneered the live commerce model that's now spreading across the region. The combination of entertainment + shopping + community is natural in Thailand in a way that Western markets are still figuring out.

Thai creators average 3–5x the engagement rates of their Australian counterparts on equivalent follower counts. The audience is more mobile-native, more engaged, and more willing to act on creator recommendations.

Indonesia: scale meets authenticity

Indonesia has the largest creator ecosystem in Southeast Asia by volume. The challenge isn't finding creators — it's finding the right ones. Audience quality varies enormously. Without proper vetting and attribution, brands burn budget on inflated numbers.

This is where Mobileyes' performance engine earns its keep. We track from impression to conversion. Fake engagement doesn't survive our attribution pipeline.

What this means for ANZ brands

If you're targeting APAC audiences, the creator-first strategy isn't a nice-to-have — it's how these markets work. The entry point is lower than you think, and the performance data is better than paid media in most cases.

Mobileyes operates across both ANZ and APAC. We represent creators in both markets and connect ANZ brand budgets with APAC creator reach. The combination is where the next wave of growth sits.

Joel Kirk is the founder of Mobileyes. Based in Sydney, representing creators across Australia and APAC.