Abstract

Significance TikTok’s new campaign will piggyback on the region’s robust appetite for social media, and is intended to help offset revenue the company will likely lose due to increasing operating constraints in the West on security grounds. Impacts Political as well as cultural content could trigger regional government requests on taking down content. Diluting WhatsApp’s regional dominance in the e-commerce market will be tough for all other platforms. Anti-Chinese rhetoric in Western countries could reignite entrenched ethnic sensitivities in South-east Asia.

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