Asia Business Podcast

The TikTok Ban and the Chinese Brand Dilemma with Ivy Yang

Jan 17, 2025
Ivy Yang, founder of Wavelet Strategy and expert in U.S.-China business dynamics, delves into the future of TikTok amid potential bans. She discusses the shift of users to RedNote, highlighting its unique features and user experience. Ivy explores the cultural implications of moving towards a Chinese platform while addressing U.S. perceptions of Chinese apps like TikTok and Shein. She emphasizes the challenges Chinese brands face in defining their identity in the U.S. market against a backdrop of geopolitical tensions.
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ANECDOTE

TikTok Refugees Move to RedNote

  • Many TikTok users are migrating to Xiaohongshu (RedNote) as an act of defiance against TikTok bans.
  • The app offers a very different, Chinese-only user experience without translation features.
INSIGHT

Chinese Apps Seen Through Geopolitics

  • TikTok and other Chinese apps are perceived as Chinese by U.S. lawmakers due to geopolitical narratives.
  • TikTok's influence extends beyond entertainment into shaping political and public opinion.
ADVICE

Own Your Dual Narrative Early

  • Chinese brands should be transparent about their China ties instead of trying to separate their U.S. and China narratives.
  • Hiding connections to China risks damage when media or analysts uncover inconsistencies.
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