How China Inc is tackling the TikTok problem

AMERICAN-FOOTBALLTVIPO fans watching the Super Bowl last month in the sport’s heartland were treated to a surprising commercial. In it, a woman switched magically between chic but cheap outfits as she scrolled through a mobile-shopping app called Temu. The jingle—“I feel so rich; I feel like a billionaire”—refers to the sensation of wealth evoked by the endless choice and rock-bottom prices for Temu’s clothes. Since its launch last September Temu has become America’s most-downloaded app for iPhones. That is a feat for a young brand based in Boston. It is all the more impressive because Temu hails from China.This is a critical moment for Chinese companies in the West. On the one hand, Chinese brands have never been more popular in America. Hot on Temu’s heels in iPhone downloads are CapCut, a video-editor, and TikTok, a time sink. , a fashion retailer, ranks above Amazon. This year it may pull off one of the world’s biggest (s) in New York.