Malaysia-based influencer-centric digital marketing firm Xamble Group Limited has acquired a 55.6 percent majority stake in YToday Sdn Bhd, the company behind grassroots youth marketing platform YouthsToday.com.

Xamble said in a statement on Monday that this move significantly expands Xamble’s influencer reach and strengthens its end-to-end creator ecosystem.

It notedthe acquisition positions Xamble among a select group of regional players capable of activating influencer campaigns from nano to macro scale, combining high-reach creators with deep, community-based engagement across campuses and youth networks.

Founded in 2013, YouthsToday has built one of Malaysia’s most established digital youth communities, alongside an influencer marketplace launched in 2021 which it claims supports more than 12,000 verified influencers and over 100,000 seeders.

Its network includes around 200 macro-influencers, 1,000 micro-influencers, and a broad base of nano creators, enabling targeted engagement across the seven markets in which it operates.

Xamble Chief Executive Officer Jason Thoe said the acquisition brings together scale, reach and execution capability in a single ecosystem.

“This combination gives us both breadth and depth: By bringing together YouthsToday’s grassroots network of seeders and nano influencers with Xamble’s existing base of more than 20,000 creators across the region, we are building an ecosystem that can support brands and agencies at every level, from campus activations to large-scale regional campaigns,” he added.

While Xamble has been strong in macro and micro influencers, YouthsToday adds a grassroots layer that delivers authenticity, local relevance, and cost-effective scale, creating a complete influencer stack for brands, agencies, and small and medium-sized enterprises (SMEs) across different budgets, objectives and markets, said the statement.

The acquisition is also expected to accelerate adoption of the Xamble Creator App, with YouthsToday’s influencer and seeder base progressively onboarded into Xamble’s technology ecosystem.

This expanded user base is expected to increase campaign volume, deepen data insights and enhance Xamble’s AI-driven creator matching, campaign optimization and performance analytics.

“YouthsToday gives us a proven grassroots engine that complements our existing platforms,

“It strengthens our execution capability, improves operational efficiency and lays a stronger foundation for regional expansion and future fundraising,” Thoe added.

Operationally, the integration allows Xamble and YouthsToday to consolidate technology, campaign operations and talent, reducing duplication while increasing speed and cost efficiency.

Financially, the acquisition enables Xamble to consolidate YouthsToday’s revenues into the group’s accounts, strengthening overall performance and shareholder value.

According to the statement, founder-led continuity remains central to the deal.

YouthsToday Founder and Chief Executive Officer Jazz Tan will continue to lead the business alongside chief financial officer Desline Teoh, ensuring stability as the platform scales under Xamble’s ownership.

“Joining Xamble allows us to build on what we have developed over the past decade,

“We have a deep understanding of youth communities and grassroots influence, and with Xamble’s technology and regional reach, we can now take that capability much further across Malaysia and Southeast Asia,” Tan said.

With the acquisition, Xamble reinforces its position as a vertically integrated influencer and social commerce group spanning brands, agencies, creators, and grassroots communities, advancing its ambition to become a leading regional platform in the fast-growing influencer marketing economy, said the statement.

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