Meet Anuj in Kolkata. He launched his handcrafted phone cases in 2020, using TikTok's "For You" page to showcase vibrant designs. A single viral video sent orders soaring from a few dozen to 2,000 in 24 hours. 🎉
Then there's Maya in Manila, whose homemade hot sauce went from local night markets to shelves in two U.S. states—all thanks to a #saucechallenge that blew up on TikTok. She says, "It's like having a 24/7 showroom—no booth fees, just raw creativity."
Behind the scenes, TikTok's secret sauce is its algorithm. By analyzing what users watch, like, and share in real time, it delivers content to exactly the right audience. For small brands, this means hyper-targeted exposure without a huge ad budget.
But now, U.S. discussions with the Chinese mainland have put TikTok's future in limbo. If the platform faces restrictions or a forced divestment, these entrepreneurs risk losing their primary marketing channel overnight. 😬
So, what's the play? Many are already diversifying. Anuj is experimenting with Instagram Reels and local apps like Roposo. Maya is building an email list and exploring e-commerce sites that connect with Asians in the diaspora. "It's about not putting all your dalgona eggs in one basket," she laughs.
Despite the uncertainty, one thing's clear: creativity doesn't depend on a single app. Whether you're in Seoul, Colombo, or Singapore, the core hustle—telling a story that resonates—remains the same.
Stay tuned to see how these founders navigate what might be the biggest pivot of their careers. After all, the next big trend could be just one scroll away. 🚀
Reference(s):
cgtn.com
