Kuaishou’s international short video platform Kwai, reached 3 million Daily Active Users (DAU) in Brazil on September 12, a number of people familiar with the matter told Jiemian News. Kuaishou held a celebration for Brazil reaching the new milestone and the company’s international team received internal recognition.
Following the departure of Chief Growth Officer Liu Xinhua in December last year, Kuaishou’s overseas business entered a state of silence and global expansion efforts came to a halt in markets such as Southeast Asia and India.
Kuaishou recently decided to refocus on overseas markets and specifically Brazil, as rival Tiktok already dominates the Southeast Asian market, and quickly saw great success. Kwai’s rapid growth can be mostly attributed to to the lack of competition and mature commercial ecology of the South American nation.
In contrast to the increasingly saturated market in China, there are barely any strong contenders in the short video field overseas. Expanding outside China is strategically important to the company, as there is a demand for video content, Kuaishou told Jiemian News.
Kwai has ranked first on Google Play’s list of free apps in Brazil from September 4 to 7, according to analytics from Baijing Chuhai. Meanwhile, TikTok is following close behind after giving the Brazilian market a higher priority of strategic importance in response to Kuaishou’s rising popularity in the country.