Terms of Reference

Call for Applicants: ASEAN Foundation TikTok Talent Hunt! 

Application form: https://bit.ly/AF_TikTokTalentHunt_Form 

Deadline: 18 May 2025, 23:59 (GMT +7)

Background

Three decades after ASEAN was established, ASEAN leaders recognised that: there remained inadequate shared prosperity, ASEAN awareness and contact among the people of ASEAN. It was of this concern that ASEAN leaders established the ASEAN Foundation in Jakarta, Indonesia, at ASEAN’s 30th Anniversary Summit in Kuala Lumpur, Malaysia, on 15 December 1997. The ASEAN Foundation is an organisation from and for the people of ASEAN. The Foundation exists because of one vision: to build a cohesive and prosperous ASEAN Community. As an ASEAN body, the Foundation is tasked to support ASEAN mainly in promoting awareness, identity, interaction, and development of the people of ASEAN.

After two years of producing TikTok content in-house, the ASEAN Foundation is taking a fresh step forward. The ASEAN Foundation TikTok Talent Hunt! opens the floor to young creators across ASEAN Member States who can bring new energy, creativity, and originality to the way we tell ASEAN stories.

We're looking for content that doesn’t lecture, but connects — content that’s relatable, entertaining, and unmistakably you. This initiative isn’t about repeating facts. It’s about helping people see why ASEAN matters, through stories, humour, and everyday moments. We want creators who can make ASEAN feel closer, more relevant, and more human — one scroll at a time.

Overview

The project will select and empower young content creators from the ten ASEAN countries to be the face of ASEAN Foundation's TikTok channel, using short videos to share unique stories, spark curiosity, and help more people understand what ASEAN is all about—in fun, relatable ways. This project will run in short, three-month cycles, with each creator being replaced by a new one each cycle through open recruitment.

Objective

To empower young content creators from ASEAN Member States in the period of three-months to produce TikTok videos that are entertaining, relatable, and spark curiosity about ASEAN. The project seeks creators who can bring fresh, humorous, and out-of-the-box perspectives to make ASEAN more visible and engaging. These creators will help their audience connect with ASEAN’s values and stories in fun, creative ways — using content that feels personal, relevant, and shareable.

Task and Responsibility 

• Generating engaging and entertaining TikTok content on a weekly basis, with a primary focus on raising awareness about ASEAN through relevant, relatable, and creative contents. This role includes video recording, editing, crafting compelling captions, identifying relevant hashtags, and selecting appropriate TikTok audio. Creators based in Greater Jakarta, Indonesia, are particularly encouraged to film on-site at the ASEAN Foundation office. 
• Promptly revising content in response to feedback from the ASEAN Foundation's Communications team to ensure strict alignment with organisational standards and objectives.
• Commit to attending meetings punctually to discuss progress, strategies, and implement any necessary adjustments.
• Monitoring TikTok trends, including emerging topics, challenges, video styles, and communication approaches, to ensure content remains relevant and engaging.
• Taking proactive initiative to implement innovative strategies aimed at enhancing the growth and visibility of the ASEAN Foundation's TikTok account.
• Submitting a brief deliverables report along with the required administrative documents to support the processing of the deliverables fee.

Expected Output

• Each creator is required to produce a minimum of four (4) engaging and entertaining TikTok videos per month to promote ASEAN and the values upheld by the ASEAN Foundation in a captivating manner.
• Repost created videos to TikTok Stories to enhance reach and engagement.
• Attend a coordination meeting when called for. 

Eligibility

To be eligible for the project, applicants must meet the following criteria:

• Applicants must be citizens of an ASEAN Member State, aged between 18 and 35 years old.
• Candidates must maintain an active TikTok account with public visibility (no minimum follower count is required).
• Applicants should have demonstrable experience in TikTok content creation, be comfortable on camera, engage with audiences, be eager to learn new techniques, and be prepared to bring innovative and creative ideas to life.
• Candidates must be familiar with ASEAN socio-cultural topics, including entrepreneurship, education, culture, and heritage. 
• Not affiliated with any political parties. 
• Candidates must demonstrate proficiency in both spoken and written English. 

Benefits

• Participants will qualify for a deliverables incentive of USD 100 per month, provided they produce at least four pieces of TikTok content.
• Upon successful completion of the 3-month tenure as an ASEAN Foundation TikTok talent, participants will receive an e-certificate of recognition, provided they meet all deliverables.
• If you are based in the region and an ASEAN Foundation event occurs in your location, you may receive invitations to attend.
• Opportunity to be featured in ASEAN Foundation’s TikTok Live sessions. 

How to Apply 

• Prepare Required Documents 

• Valid National Identification Card or Passport in soft copy (PDF format).
• A medium close-up photo (JPG or JPEG format, does not exceed 500 KB).
• 
• Accessible link to your active TikTok and other social media accounts. 
• A 60-second creative TikTok video, under the Creative TikTok Content Challenge section.
• An updated curriculum vitae (CV) in English.
• TikTok Content Challenges 

• • As part of your application, please create and post a short TikTok video (up to 60 seconds, in English) on your account that tells a fun and interesting story about ASEAN. Your video should be creative, engaging, and easy for anyone to understand—even someone who doesn’t know much about ASEAN. The goal is to spark curiosity and make people smile, while getting them interested in learning more. Use your own unique style—whether it’s humor, storytelling, clever transitions, or skits—to bring your message to life. Think of it this way: if you were the viewer, what kind of video would grab your attention and make you want to learn more about ASEAN?

• • Tag and follow @aseanfoundation on TikTok and use hashtags: #AFTikTokTalentHunt, #BeASEAN #WeAreASEAN #TikTokForGood
  • Include the link to your video in the application form 

When you’re ready, submit your application at application link no later than 18 May 2025 at 23:59 (GMT+7).

Tentative Timeline 

Intellectual Property Rights 

The existing intellectual property rights (including but not limited to patents, copyright and related rights) used in connection with this Agreement shall remain with the respective Party. Any new intellectual property rights resulting from or in connection with the Services under this Agreement (“New IPR”) shall belong to the ASEAN Foundation. For avoidance of doubt, New IPR shall include, but not limited to all or any reports as generated in accordance with this TOR and in relation to the Services. 

The Consultant shall request prior written approval from the ASEAN Foundation for any use of intellectual property rights owned by the ASEAN Foundation as a result or in the course of the implementation of this service.  The ASEAN Foundation shall not be responsible to provide any approval whatsoever to the Consultant for any use of intellectual property from any other third party.     

Important Notes

• Any incomplete applications will be automatically disqualified from the selection process. 
• Only selected candidates will be contacted. All information about the project, including announcement of winners, will be published in the ASEAN Foundation's social media. 
• All decisions rendered by the judges shall be considered final and will be made at the sole discretion of the ASEAN Foundation.
• Deliverables fees as mentioned in the “Benefits” section will only be processed after both content and administrative documents are approved, with a minimum processing time of 14 working days.

For any inquiries, please contact  [email protected]. 

We look forward to your creative and insightful submissions!