“I Grew My TikTok Channel to 1 Million In 64 days!”: Joel Lim speaks at Malaysian Marketing Conference on May 9

From TikTok Star to Industry Powerhouse

From content creator to industry leader, Joel Lim Min Sheu’s journey in the digital realm began with a deep-rooted passion for content creation. 

His TikTok persona, Bang Joel, skyrocketed to fame, garnering 1 million followers in just 64 days. This remarkable feat highlighted Joel’s keen understanding of platform algorithms, audience behavior, and viral content mechanics.

Rather than resting on personal success, Joel saw a bigger picture — one where creators and brands could thrive symbiotically. In 2023, he joined MantaYaY, one of Malaysia’s premier TikTok Multi-Channel Networks (MCNs), as a Partner and Director. 

Since then, he has helped scale the company’s reach to over 3,000 content creators, cementing its role as a dominant force in Malaysia’s digital entertainment landscape.

How Strategy Turned MantaYaY Into a Digital Giant

Under Joel’s strategic leadership, MantaYaY has experienced exponential growth. The company reported revenues of RM15 million in 2024, with projections hitting RM40 million by 2025. 

This growth is underpinned by a multifaceted business model encompassing influencer marketing, content production, live streaming, and e-commerce services.

One of the standout campaigns during Joel’s tenure was the high-profile collaboration featuring national badminton icon Datuk Wira Lee Chong Wei and the popular mobile game Honor of Kings. 

The campaign’s scope was unprecedented, including social media and out-of-home advertising, KOL endorsements across various platforms, and even podcasts featuring national athletes and e-sports professionals. 

The centerpiece of the campaign — a striking digital banner at Pavilion Bukit Bintang — signified MantaYaY’s capacity to deliver top-tier, cross-platform brand campaigns that resonate with a broad demographic.

The Creator-First Mindset Driving MantaYaY Forward

At the core of Joel’s strategy is a belief in authenticity. He stresses the importance of real connections between brands, creators, and audiences. 

“When creators are empowered to speak in their authentic voices, the content naturally aligns with the audience’s expectations,” he shares.

Joel has also cultivated a work culture that prioritizes collaboration, ensuring creators feel both supported and creatively free. This environment fosters trust and innovation, two pillars that have contributed to MantaYaY’s credibility and success.

Looking forward, Joel is setting his sights beyond Malaysian borders. With plans to expand into the UK and Japan, MantaYaY is gearing up to bring Malaysian creativity to a global stage, carrying Joel’s vision of elevating homegrown digital talent into international spotlights.

From Malaysia to the World

Joel Lim’s evolution from a viral content creator to an industry trailblazer stands as a testament to the power of vision, adaptability, and genuine engagement. 

His role in MantaYaY’s ascent is more than strategic — it’s inspirational. 

As the company continues to scale new heights, Joel’s unwavering commitment to innovation and authenticity is set to redefine the digital media landscape in Malaysia and beyond.

Joel Lim will be speaking at the Malaysian Marketing Conference Discovery Edition on May 9th. Learn more at https://marketingmagazine.com.my/cmo2025/

Other star speakers include ☆ Eugene Lee, former McDonald’s International CMO ☆ Filipe Lampreia, VML Malaysia ☆ Ravi Shankar, AirAsia MOVE ☆ Diana Boo, Boost ☆ Izra Izzuddin ☆ Alex Goh, MR.DIY ☆ Farha Manan, VML Malaysia ☆ Cherry Foo, Wipro Unza Malaysia ☆ Nina Sharil Khan, Infinite Headway Training & Wellness ☆ Adelene Wong, SP Setia ☆ Elaine J Chew, Lemmy ☆ And many more…

Presenting Sponsors are Ampersand Advisory, FCB SHOUT, GO Communications, GroupM, IPG Mediabrands and Moving Walls.