Kuaishou's journey of commercial evolution in emerging markets

Going global is no longer an option, it's a must.

Such perception has become a shared understanding among Chinese enterprises. While many are flocking to mature markets in Europe and North America, a closer look at the global economic landscape reveals that emerging markets are filled with unprecedented vitality and potential, and fast movers like Kwai, the global arm of Kuaishou, have broken into blue ocean markets across Latin America, Southeast Asia, and the Middle East.

Leveraging cutting-edge technology and deeply localized content ecosystems, Kwai has achieved remarkable success, particularly in Brazil, carving out a fresh growth trajectory for Chinese internet companies in emerging markets.

Building locally rooted business ecosystems

"Focusing on key regions" has been the cornerstone of Kuaishou's strategy for its global operations. Since embarking on its overseas journey in 2017, Kuaishou has steadily established a presence in emerging markets.

Brazil stands as a flagship market for Kuaishou's international business. Through deep-rooted local operations, Kwai has seamlessly integrated into the everyday lives of Brazilian users. According to Kuaishou's Q3 2024 financial report, Kwai's daily active users (DAU) in Brazil grew by 9.7 percent year-on-year, while the average daily time spent per DAU rising by 4.2 percent year-over-year. These achievements stem from Kwai's profound understanding of Brazilian cultures and its commitment to building a truly localized content ecosystem.

During 2021 and 2022, Kwai was a key partner of Brazil's national football team, conducting exclusive pre- and post-match interviews while featuring the Kwai logo in prominent placements. During 2024, Kwai sponsored Flamengo, one of Brazil's most popular football clubs, further capitalizing on the nation's passion for football. But localization goes far beyond such partnerships. Kwai has also collaborated with local media outlets on events like Carnival, music festivals, and popular reality TV shows, ensuring its content resonates with Brazilians.

"Global expansion is no longer just about cross-border product distribution—it is a profound cultural exchange and market exploration," said Hongbin Ma, senior vice president of Kuaishou, and head of Kuaishou international business, in a recent interview with Ipsos. Localized content is a key indicator of success, but only the tip of the iceberg. According to Ipsos's 2024 "Global Trust Index" report, localized efforts—such as generating economic benefits for local communities, supporting local causes, and delivering the brand's core values—are critical for building consumer trust.

Unlike platforms relying heavily on celebrity-driven top-down content distribution, Kwai emphasizes authentic, user-generated content and an inclusive distribution algorithm. This approach fosters a "shared emotional connection", allowing Kwai to bond with users across all socioeconomic classes, living up to its mission: Make Everyone Shine.

Beyond driving trust, Kwai's infrastructure has also invigorated its creator ecosystem in Brazil, spurring greater creativity and activity within the local community and providing creators with more monetization opportunities.

Unlocking commercial potential

According to Ipsos's "Global Trust Index," Chinese brands have seen a significant rise in influence and trust in markets like Nigeria, the UAE, and Brazil. This growing brand familiarity and recognition among local consumers has presented a positive signal while raising the bars to compete.

Kwai was named one of the "Top 10 Fastest Growing Chinese Brands in Global Trust" in 2024, recognizing its remarkable journey in global markets over the past seven years. Backed by strong local user base, creator ecosystem, and partnerships with local stakeholders, Kwai has launched its marketing solution platform, Kwai for Business, enabling brands to penetrate deeper and succeed in the Brazilian market.

Online marketing services is the pillar of Kwai's overseas commercialization strategy. According to Kuaishou's Q3 2024 financial report, online marketing revenue in overseas markets doubled year-on-year, a growth driven by Kwai for Business's efforts to enhance bidding product performance, cultivate live-streaming talents, and unlock the potential of native content. It also introduced AIGC-based creative production tools, including the Kwai Creative Tools (KCT) platform, encouraging the development of high-quality native content. Such tools have helped advertisers efficiently amplify their brand presence and achieve unprecedented brand exposure.

"Our overseas commercialization strategy is centered on Latin America, where we are committed to deepening the local content ecosystem, expanding user scale, and strengthening influence," said Zheng Du, Vice-President and Head of Global Commercialization at Kuaishou International Business. "Becoming a mainstream media platform in Brazil remains our core objective, Kwai must establish itself as an indispensable part of Brazilians' everyday life."

Kwai's success lies in its humility and willingness to adapt. Rather than relying on its established position as a leading short video platform in China, Kwai has embraced Brazil's unique cultural and societal dynamics, speaking local language and resonating with authentic local users.

The stage has been set, but the performance has just begun as Kwai is moving ceaselessly towards its long-term pursuit of becoming a key player in local mainstream media.