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TikTok is booming in Southeast Asia tackling the big US firms head-on
- Saturday | 29th August, 2020
SINGAPORE (Reuters) – At 19, Sandy Saputra is big on TikTok Indonesia. Sandy’s success, becoming his family’s main breadwinner as global brands like Coca Cola or Suntory pay to have their names on his light-hearted clips, comes as TikTok mushrooms across Southeast Asia. Southeast Asia offers a clear view of the global strategy ByteDance is implementing to avoid crackdowns in other regions that influencers like Saputra now fear. ByteDance declined to comment for this article, and it’s unclear whether or how the prospective sale of operations in the United States and elsewhere might effect Southeast Asia. TikTok is piloting live-streaming commercial initiatives pioneered in China, Southeast Asia business marketing head Chew Wee Ng said in an interview with Reuters.
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