TikTok has partnered with the National Youth Council of Singapore, the national umbrella body for youth affairs, to encourage and empower young people to do what they love.
The partnership will see the Bytedance-owned platform create a creative hashtag challenge as part of YouthX, a month-long celebration that empowers young people to pursue their passion with determination.
Called #BuayPaiseh, local slang for being shameless, this challenge marks the first partnership between TikTok and a local government organization.
TikTok is encouraging its users in Singapore to take part in the challenge by uploading short videos of themselves dancing, singing and showing off their skills on skateboards and BMX bikes.
The platform also tapped local hip-hop artist ShiGGa Shay to create a special music track – “Paiseh 15 secs”, as well as local pop icons, influencers and creators like Tan Jian Hao. , Yap Hui Xin, Jaze Phua, Jia En, Gavin Han.
TikTok held its first Southeast Asia marketing conference in July, where it showcased its fledgling advertising offerings to brands and agencies at Marina Bay Sands in Singapore.
It was pitched to them based on the value of short video content and access to creative talent.