Bintang Capital's Asia fund backs Malaysia influencer-marketing company

Bintang Capital Partners‘ Asia-focused fund has backed Involve Asia, a Malaysian marketing tech firm. The size of the deal, which was done through Bintang Capital Partners Asia Fund I, was not disclosed.

Involve Asia is a platform that connects businesses with content creators, influencers, developers, and affiliate partners across Southeast Asia. It aims to permit everyone to make money via digital marketing opportunities and is now working on a platform for small and medium-sized businesses.

The opportunity to partner with Involve Asia to create social impact while delivering strong equity returns aligns with Bintang’s philosophy of “investing in impact and innovation,” the private equity company said in a statement.

The investment comes as the number of smartphone users in Southeast Asia continues to climb. As per Insider Intelligence, the region may see that number rise to 359.4 million users in 2026 from around 314.8 million users in 2021.

Southeast Asia’s influencer-marketing industry is also likely to hit a market value of US$2.59 billion by 2024, a steep increase from just US$638 million in 2019.