Kwai
- Company typePrivate
- Founded2012
- HeadquartersSão Paulo, Brazil
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
Kwai firmographics
Firmographics- Name
- Kwai
- Legal name
- Joyo Technology Pte. Ltd.
- Website
- https://kwai.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Kwai industry classification
Industry- Product category
- Short Video Social Platform
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Motion Picture & Video Tape Distribution (7822)
- akta.pro primary industry
- Generalist Short-Form Video Social Platforms (MPACAHAA)
- akta.pro secondary industries
- Short-Form Video Shopping & Shoppable Video Platforms (MPACAHAI), Ad Insertion & Monetization (SCTE-35, DAI/SSAI) (MPAHAKAH)
Keywords
Where Kwai is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices2 records
Markets served
Kwai business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Advertising (Kwai for Business): Primary revenue stream from digital advertising through Kwai's proprietary ad platform. Ad formats include Eyemax (open-screen), In-Feed Ads (up to 60s sound-on), Hashtag Challenges, and Magic Face AR ads. The platform offers performance marketing (CPM/CPT bidding) and branding solutions targeting MAU growth in Brazil, Spanish-speaking markets, and Indonesia. Boost MAU Growth metrics show 80% YoY growth in Brazil, 60% in Spanish-speaking markets, and 50% in Indonesia.
- Live Streaming & Virtual Gifting: Revenue from live streaming features where users purchase virtual gifts for creators. The platform hosts exclusive live streams of sports events (Série B, FIFA World Cup), concerts (São João, Carnival), reality shows (Casa do Kwai, Kwai Chef), and celebrity content. Virtual gifting and live commerce sessions drive both creator monetization and platform revenue.
- Social Commerce (Kwai Shop): E-commerce revenue through Kwai Shop, the platform's shopping feature integrating short-video engagement with digital shopping. Live commerce is a core component with sessions exceeding 12 hours. The platform saw sixfold order increases during Black Friday campaigns. Partnership with Olist streamlines seller management by automating inventory, order, and finance processes.
- Creator Monetization Services: Revenue-sharing and monetization infrastructure for creators including virtual gifting, sponsored content through Creator Center, branded content projects, and TeleKwai mini-series production. Kwai Creative Service enables emerging creators to access advertising opportunities, democratizing access to the creator economy.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free consumer app with advertising-supported model |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels8 records
Kwai product offering
Product offeringCore offering
Kwai operates a short-video social media platform where users create, share, and discover videos up to 60 seconds in length, supported by live streaming, social commerce (Kwai Shop), and an integrated advertising platform (Kwai for Business). The platform is operated by Joyo Technology Pte. Ltd., an international affiliate of Kuaishou Technology, and reaches 1 billion active users globally with 60 million MAU in Brazil.
Product overview
Kwai is a short-video platform operated by Joyo Technology Pte. Ltd. (an affiliate of Kuaishou) with 1 billion active users globally. The platform operates as a unified ecosystem with the core Kwai app supported by specialized products: Kwai Lite (lightweight accessibility version), Kwai Shop (social commerce/e-commerce module), TeleKwai (mini-soap opera content), and Sua Novela/Topick (lifestyle/miniseries apps). The commercial division Kwai for Business provides advertising solutions including Eyemax, In-feed Ads, Hashtag Challenge, Magic Face, Creator Marketplace, and Creative tools. Content creation is supported through Kwai Ekoa (creator training) and programs like Kwai Chef (cooking reality). The platform also features Safety Center for Minors and Kwai Awards for creator recognition.
Differentiator
Problem solved
Functional benefit
Brands
- SnackVideo: A short video platform alongside Kwai, tailored for users outside Mainland China, spanning markets in Latin America, South and Southeast Asia, MENAT.
- Kwai Lite
- Kwai Shop
- TeleKwai
- Kwai Chef
- Kwai for Business
- Casa do Kwai
- Kwai Awards
- Kwai Ekoa
- Sua Novela
- Kwai Live Awards
Products and services
- Kwai Core short-video platform enabling users to create, upload, and share videos up to 60 seconds with sound-on formats, featuring live streaming, fun props, easy editing, and social commerce integration. Free to consumers globally.
- Kwai Lite A lighter version of the Kwai app taking less than 5MB of storage, designed for markets with data constraints and accessibility-focused users.
- Kwai Shop E-commerce platform integrating short-video engagement with digital shopping. Enables social commerce and live commerce functionality with sessions exceeding 12 hours; partnered with Olist for seller management automation.
- Kwai for Business Commercial division providing advertising solutions including Eyemax (open-screen ads), In-Feed Ads, Hashtag Challenges, Magic Face AR ads, and Creator Center collaboration tools. Targets enterprise advertisers and agencies with case studies for McDonald's, AliExpress, HEBE Beauty, and PUBG Mobile.
- Sua Novela New free app from Kuaishou focused on mini series and micro soap operas for the Brazilian market, featuring short-episode stories with engaging plots.
- Topick Lifestyle tutorial app available in Brazil for Android and iOS, offering lifestyle content in image and text format.
- SnackVideo Sister short-video platform alongside Kwai, tailored for users outside Mainland China, spanning markets in Latin America, South and Southeast Asia, and MENAT.
- Creator Marketplace Platform enabling brands to discover and collaborate with influencers from Kwai's creator ecosystem. Allows brands to co-create branded stories with cool themes through influencer partnerships.
Quantifiable outcome
- AliExpress boosted CTR by 7.3% and reached 300 million exposure impressions through Kwai targeting
- +5 more outcomes
Companies that use Kwai
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Kwai technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature8 records
Kwai partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered flagship, minor and core.
- SAMYflagshipKwai announced Super Kwai Arena in the U.S. developed with SAMY, featuring Superbet as naming rights partner. Miami and New York will become content production hubs, aligning with the Global Football Championship.
- YouDare (Dreamers Group)minorYouDare from Dreamers Group became Kwai's new agency to lead football project. The partnership aims to deepen the platform's connection with Brazil's greatest passion, exploring formats and the voice of football fans.
- OlistcoreKwai Shop announced partnership with Olist to streamline seller management on the platform. The integration automates inventory, order, and finance processes to enhance operational efficiency for e-commerce sellers using Kwai's social commerce platform.
- Terra & Vivo AdsminorTerra partnered with Kwai to live-stream the 2025 Awards ceremony, strengthening Terra & Vivo Ads' presence in major cultural and digital events.
- Instituto DimiCuidacoreKwai strengthened its commitment to digital safety through a partnership with Instituto DimiCuida. The partnership brings exclusive content and the Institute's technical support to make moderation and prevention of harmful online challenges even more proactive.
- Superior Electoral Court (TSE) and Supreme Federal Court (STF)coreKwai signed a Memorandum of Understanding with Brazil's Superior Electoral Court (TSE) and Supreme Federal Court (STF) to contribute to combating electoral misinformation and expanding access to reliable information. The collaboration is integrated into the Integrated Center for Combatting Disinformation and Defense of Democracy (CIEDDE). Training workshops were organized for TSE and Regional Electoral Courts (TREs).
- Politize! (Non-Profit Civil Society Organization)coreKwai partnered with Politize!, a non-profit civil society organization committed to political education, to promote reliable content on elections. The partnership launched the 'Desvendando as Eleições' special page helping to clarify common election myths, garnering significant user engagement during Brazil's 2024 municipal elections.
- Bebot DigitalminorKwai and Bebot Digital announced a content partnership focused on sports and pop culture. The agreement fosters the creator economy's participation in digital out-of-home (DOOH) media.
- SBT (Sistema Brasileiro de Televisão)flagshipKwai and SBT announced a strategic partnership debuting at Carnival 2025. SBT Folia content distribution was expanded during Rio and São Paulo Carnival coverage. SBT's new production 'A Caverna Encantada' released scenes exclusively on Kwai one day before the first five chapters. Kwai Awards 2024 and 2025 featured SBT as a broadcast partner.
- AFP (Agence France-Presse)coreKwai partnered with AFP, the international news agency, for fact-checking services. AFP provides high-quality, context-rich information to counter misinformation on the platform, complementing Kwai's internal AI-powered content moderation systems.
- KondZillaflagshipKwai and KondZilla partnered to create new connections with brands through a branded content project in the form of a mini-series for an urban mobility company campaign. KondZilla is one of Brazil's most influential production houses in the music video and entertainment space. The 'Legal Tracks' campaign created in partnership with BETC HAVAS and KondZilla was shortlisted at the Cannes Lions Festival.
- SuperbetflagshipSuperbet serves as naming rights partner for Super Kwai Arena in the U.S., exclusive sponsor of Brazil's Série B Championship broadcasts on Kwai (34 matches with free open access), and co-producer of 'Route 32' series with Carol Barcellos covering the Club World Cup.
- TastemadecoreKwai partnered with Tastemade for the Kwai Chef culinary reality show, combining Tastemade's food content expertise with Kwai's creator platform. The third edition of Kwai Chef was hosted by Regina Volpato, with Léo Anterio winning the competition.
- BBB (Big Brother Brasil) / GloboflagshipKwai reinforced its presence in entertainment through its partnership with Globo's BBB 24 reality show. The partnership yielded impressive numbers on TV, social media, and within the platform. The campaign jingle #BomPraKwai went viral, and Kwai gained thousands of new users.
- DoubleVerifycoreKwai and DoubleVerify partnered to improve the quality of ad placements for advertisers using the app. Brands benefit from DV's industry-leading video authentication solutions across their video campaigns on Kwai.
- Integral Ad Science (IAS)coreKwai announced partnership with Integral Ad Science (IAS) to ensure a safer advertising environment for brands. The agreement aims to improve the return on investment in advertising for advertisers by ensuring brand-safe ad placements.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
Kwai competitors and assessment
Company assessmentBroad incumbents
- YouTube Shorts: YouTube Shorts is Alphabet's short-form video offering integrated with the world's largest video platform. It competes with Kwai for creator monetization, brand advertising, and viewer attention, particularly in the 16-34 demographic across LATAM.
- Instagram Reels: Instagram Reels is Meta's short-form video product embedded in its broader social network. It competes with Kwai for advertiser dollars and creator attention in Brazil and other markets, leveraging Meta's ad-tech and audience graph as incumbent advantages.
Emerging players
- Triller: Triller is a short-form video and music-focused social platform with creator monetization and AI tooling. It overlaps with Kwai's music, creator, and live-streaming features but has smaller scale and weaker presence in LATAM.
Direct peers
- Snapchat: Snapchat offers short-form vertical video content (Spotlight), AR filters, and creator monetization tools directly comparable to Kwai's feature set. It also targets younger demographics in similar emerging markets and competes for the same advertising and live-event partnerships.
- Bigo Live / Likee: Bigo Live and Likee are JOYY-owned short-video and live-streaming platforms with strong emerging-market footprints. They directly compete with Kwai's live-streaming gifting, creator monetization, and short-video engagement in MENAT and Southeast Asia.
- TikTok: TikTok is the most direct competitor to Kwai as a global short-form video social platform with comparable AI-driven recommendation, creator monetization, and live-streaming features. Both target similar Gen Z/Millennial audiences in emerging markets including Brazil and Southeast Asia.
- SnackVideo: SnackVideo is Kwai's sister app under Kuaishou, also targeting users outside Mainland China. While it shares technology and creator pools, it operates as a distinct short-video platform with overlapping audiences and competes for the same international growth opportunities.
Others
- Pinterest: Pinterest is a visual discovery and inspiration platform with overlapping short-form video formats and social commerce integrations. While not a direct short-video competitor, it competes with Kwai for the same creator attention and brand-adjacent commerce budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks2 records
Key highlights7 records
Customer concentration
Kwai social profiles
Digital presenceKwai financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kwai leadership team
Management profileNumber of profiles
Profiles1 record
Kwai funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kwai M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kwai
What does Kwai do?
Kwai operates a short-video social media platform where users create, share, and discover videos up to 60 seconds in length, supported by live streaming, social commerce (Kwai Shop), and an integrated advertising platform (Kwai for Business). The platform is operated by Joyo Technology Pte. Ltd., an international affiliate of Kuaishou Technology, and reaches 1 billion active users globally with 60 million MAU in Brazil.
Is Kwai a public or private company?
Kwai is a private company. It is classified as corporate owned and is currently operating.
When was Kwai founded?
Kwai was founded in 2012. It employs 5,001 to 10,000 people.
Where is Kwai based?
Kwai is headquartered in São Paulo, Brazil, in the Latin America region.
How does Kwai make money?
Four revenue lines are on record. Advertising (Kwai for Business) is the primary driver. The others are live Streaming & Virtual Gifting, social Commerce (Kwai Shop) and creator Monetization Services.
Who are Kwai's main competitors?
Broad incumbents on record are YouTube Shorts and Instagram Reels. Triller is listed as an emerging player. Direct peers are Snapchat, Bigo Live / Likee, TikTok and SnackVideo. Pinterest is listed as an others.
Does Kwai have an API?
No public API is recorded for Kwai.
What industry is Kwai in?
Kwai's product category is Short Video Social Platform. Its primary akta.pro industry code is MPACAHAA, Generalist Short-Form Video Social Platforms, with a secondary code of MPACAHAI, Short-Form Video Shopping & Shoppable Video Platforms. Its NAICS code is 516210 and its SIC code is 7822.