Salesforce, the global leader in AI-driven customer relationship management (CRM), has launched its highly anticipated Startup Program in Malaysia and the Philippines on January 20, 2026, marking a significant step in nurturing the region's entrepreneurial landscape.
This initiative aims to provide startups in these countries with access to Salesforce's extensive ecosystem, marketplaces, and joint go-to-market opportunities, as announced in a recent press release.
Salesforce's Commitment to ASEAN Growth
The expansion into Malaysia and the Philippines is part of Salesforce's broader strategy to strengthen the innovation ecosystem across the ASEAN region.
With thriving startup scenes in both nations, this program is poised to empower local entrepreneurs by offering resources, mentorship, and technological tools to scale their businesses.
Historically, Salesforce has played a pivotal role in supporting startups globally, with successful programs in countries like Singapore and India, setting a precedent for what can be achieved in these new markets.
Impact on Local Economies
The introduction of the Salesforce Startup Program is expected to create a ripple effect, driving job creation and fostering technological advancements in Malaysia and the Philippines.
By equipping startups with cutting-edge AI and CRM tools, Salesforce is helping these businesses compete on a global stage, potentially attracting foreign investment to the region.
Furthermore, this move aligns with recent expansions by Salesforce in the Philippines, including the opening of a new office in Metro Manila in November 2025, demonstrating a deepening commitment to local communities.
Looking Ahead: A Future of Innovation
Looking to the future, industry experts predict that Salesforce's involvement could catalyze a wave of digital transformation among startups in these countries over the next decade.
The program's focus on collaboration and access to global networks may also pave the way for Malaysian and Filipino startups to address regional challenges with innovative, scalable solutions.
As Salesforce continues to expand its footprint in ASEAN, with recent leadership appointments like Paul Carvouni as ASEAN Leader, the company is positioning itself as a key player in shaping the agentic enterprise era in the region.
For more details on Salesforce's initiatives in ASEAN, visit their official newsroom.
Maria Lourdes
