September 13, 2024 - According to the latest disclosure by Ma Hongbin, Senior Vice President and Head of the International Business Division at Kuaishou, as of July 2024, Kwai's user time share in Brazil has ranked sixth. In the first half of 2024, Kwai's daily active users (DAU) in Brazil saw a year-on-year increase of 14%, and the average daily usage time of these users also achieved a 5% year-on-year growth.
The success of Kuaishou in Brazil is attributed to its deep localization strategy, which has integrated seamlessly with the local culture and market, making Kwai an indispensable part of the daily lives of Brazilian users. Kuaishou has not only established a local team in Brazil but also engaged in in-depth exchanges and cooperation with local users, advertising agencies, MCN institutions, and other partners, continuously strengthening communication and collaboration between the Brazilian and Chinese teams.
Furthermore, Kuaishou's investment in Brazil demonstrates its long-term commitment to the local market. Over the past five years, the cumulative total of Kuaishou's actual investment in Brazil has exceeded 10 billion yuan. This investment has not only accelerated the localization process of Kwai in Brazil but also made a positive contribution to the development of Brazil's digital economy.
Kuaishou's localization strategy extends beyond content production and distribution to include close cooperation with local Brazilian culture and communities. Collaborations with the Fortaleza Football Club in Brazil, the Brazilian Carnival, and the Brazilian Creators Conference held in São Paulo are all specific measures for Kuaishou to expand its influence in the Brazilian market.
With the continuous growth of the Brazilian internet market, Kuaishou's prospects in Brazil are promising. Brazil has a high internet user penetration rate and long mobile device usage times, providing a significant market potential for social media platforms like Kuaishou. Kuaishou's growth in Brazil also reflects its expansion strategy in global emerging markets and its innovative capabilities in the fields of content creation, e-commerce, and AI technology.
This achievement of Kuaishou is not only an affirmation of its internationalization strategy but also provides a successful case study for other Chinese companies looking to go global. With further cultivation of the Brazilian market, it is anticipated that Kuaishou's user base and brand influence in the region will continue to strengthen.