[2024-04-22] After investing R$7 billion in Brazil, China’s Kwai has new plans for the country

Source: Permanent Secretariat of the Forum for Economic and Trade Co-operation between China and Portuguese-speaking Countries (Macao)

For the VP of the short video app, Ji Gongcheng, Brazil has the potential to have a social networking ecosystem as robust as China’s. In order to get there, the lessons learnt in Kwai’s home country must be mixed with the particularities of the Brazilian market. To get there, the lessons learnt in Kwai’s home country must be combined with the particularities of the Brazilian market.

As Brazil is Kwai’s second largest market outside of China, its parent company, Kuaishou, has spared no effort to expand in the country. Since 2019, when it landed on Brazilian soil, it has established an investment plan that has invested R$7 billion in the national market. Kwai is also looking to have its own “factory of producers”, including influencers and companies, to feed this audience eager for new content.

To this end, it has earmarked a slice of around 15% of its investments to pay 400,000 creators – out of a total of 2.1 million – for the performance of their content on the app. Next week, the company will bring some of them together at an event in São Paulo, in an effort to form a bond in the physical world as well. This is what Ji Gongcheng, vice-president and chief operating officer of Kuaishou, told EXAME on his most recent visit to the country.