'You don't have to be famous to be successful' - Khairul Aming
The key, he said lies in personal branding and impactful content, not just popularity.
KUALA LUMPUR – Success in digital e-commerce is not reserved for celebrities or social media stars.
Entrepreneur and content creator Khairul Aming said anyone can break into the industry, build a brand and generate millions without prior fame.
The key, he said lies in personal branding and impactful content, not just popularity.
Speaking at the TikTok Shop Creator Idol 2025 Recognition Awards, where was a mentor, Khairul highlighted the journey of his mentee Sheikh Omar Sadeq as proof that success is not limited to influencers.
"He’s not a celebrity, not a content creator. His job is simply selling dates every day.
"I would like to stress the importance of soft-selling, building personal branding and making live-stream content more engaging and impactful.
"You can see how his sales skyrocketed, his GMV (Gross Merchandise Value) increased exponentially. This proves that you don’t need to be famous to succeed on TikTok Shop," he said at during the event at Imperial Lexis, here.
TikTok Shop’s mentorship-driven programme aims to cultivate the next generation of affiliate creators under the guidance of industry experts.
After 12 weeks of immersive learning, mentorship and content-driven commerce challenges, the event honoured the top-performing mentees who showcased exceptional growth, creativity and dedication.
Khairul revealed that when the programme was first introduced, he questioned whether the goal was to elevate already famous creators or train individuals with strong business acumen who needed to develop their branding further.
"This is proof that anyone can start. The goal of this programme is to show that anyone can stand in front of a camera and generate millions in sales," he added.
Khairul also stressed that Creator Idol 2025 is more than just about content creation, it is about equipping creators with the skills to present themselves confidently, sell effectively and drive digital commerce forward.
Sheikh Omar said the programme helped him refine his selling techniques, create engaging content and improve his live-stream presentation skills.
Another participant, Nabilah Nazib who was mentored by digital creator, entrepreneur and founder of Good Foodie Media Pinn Yang said she learned four key lessons in the programme, which were knowledge, opportunity, action and mindset.
"When I entered this competition, I had a bad habit, I wanted to win at all costs. But what I realised is that everyone has an opportunity; it’s just about grabbing it and making it happen rather than letting it slip away," she shared.
Another mentee, Alex Jee, described the programme as a game-changer, providing him with invaluable insights.
"This experience has motivated me to push forward and improve. There’s still so much more I want to learn," he said.
Other mentors in the programme were social media influencer Puspa Gomen, actress Eira Syazira and entrepreneur Dear Carynn.
Through hands-on learning and mentorship, Creator Idol 2025 has empowered rising creators to refine their strategies, embrace live commerce and drive real results.
"The more live-stream creators we have, the stronger Malaysia’s digital economy will become," Khairul said.
With its success, TikTok Shop continues to support Malaysia’s aspiring entrepreneurs with the tools and opportunities they need to grow in the ever-evolving digital landscape.
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