Talk of a rebrand comes amid a US foreign-investment review and criticism over the user data that TikTok gathers. — Reuters
As US political opposition hardens to TikTok, the globally popular video app from Beijing-based ByteDance Inc, some inside the company want to find ways to make the business appear to be less Chinese. That’s a smart move, aimed less at critics in Congress and more at two other East Coast power centres: Madison Avenue and Wall Street.
TikTok delivers short, user-generated videos to international audiences. A Chinese version, called Douyin, looks and functions similarly but is focused on domestic users. The company has been reducing the amount of content from China that appears on the broader service, the Wall Street Journal reported on Nov 18.
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