KUALA LUMPUR: Kuala Lumpur-based Xamble Group Ltd (Xamble) has acquired a 55.6% majority stake in YToday Sdn Bhd, the company behind grassroots youth marketing platform YouthsToday.com, in a move that significantly expands its influencer reach and strengthens its end-to-end creator ecosystem.
In a statement to the Australian Securities Exchange, where it is listed, the company said that the deal brings together scale, reach and execution capabilities in a single ecosystem.
Xamble CEO Jason Thoe said the combination of the two companies gives Xamble 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 said.
The acquisition positions Xamble among a small group of regional players able to activate influencer campaigns from nano to macro scale, combining high-reach creators with deep, community-based engagement across campuses and youth networks.
It also adds a strong grassroots execution layer to Xamble’s existing influencer and social commerce platforms.
Founded in 2013, YouthsToday has built one of Malaysia’s most established digital youth communities.
Its influencer marketplace, launched in 2021, now supports more than 12,000 verified influencers and over 100,000 seeders.
The network spans around 200 macro influencers, 1,000 micro influencers and a large base of nano creators and seeders, operating across seven markets.
“While Xamble has traditionally been strong in macro and micro influencers, YouthsToday adds the grassroots layer that delivers authenticity, local relevance and cost-effective scale. The combined platform is expected to serve brands, agencies and SMEs across different budgets, objectives and markets,” said Thoe.
The acquisition is also expected to accelerate the adoption of the Xamble Creator App, with YouthsToday’s influencer and seeder base progressively onboarded into Xamble’s technology ecosystem.
This larger user base is expected to increase campaign volumes, deepen data insights, and enhance Xamble’s AI-driven creative matching, campaign optimisation, and performance analytics.
“YouthsToday gives us a proven grassroots engine that complements our existing platforms,” Thoe added.
“It strengthens our execution capability, improves operational efficiency and lays a stronger foundation for regional expansion and future fundraising.”
From an operational perspective, the integration allows both companies to consolidate their technology, campaign operations, and talent, reducing duplication while improving speed and cost efficiency.
Financially, Xamble will be able to consolidate YouthsToday’s revenues into the group’s accounts, strengthening overall performance and shareholder value.
Founder-led continuity will remain in place following the transaction.
YouthsToday founder and CEO Jazz Tan will continue to lead the business, alongside chief financial officer Desline Teoh, to ensure stability as the platform scales under Xamble’s ownership.
“Joining Xamble allows us to build on what we have developed over the past decade,” Tan said.
“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.”
With the acquisition, Xamble reinforces its position as a vertically integrated influencer and social commerce group spanning brands, agencies, creators and grassroots communities, as it advances its ambition to become a leading regional platform in the fast-growing influencer marketing economy.
Among Xamble’s clients are McDonalds, Petronas and OCBC Bank.
