A martial arts performance during the 2021 Spring Festival Gala. Outside the CCTV’s annual show, China’s major internet platforms have launched competing digital red packet campaigns for the Lunar New Year. Photo: YouTube
A martial arts performance during the 2021 Spring Festival Gala. Outside the CCTV’s annual show, China’s major internet platforms have launched competing digital red packet campaigns for the Lunar New Year. Photo: YouTube
Tech /  Big Tech

Why China’s Spring Festival Gala is a major promotions vehicle for Big Tech firms

  • The annual CCTV show’s vast audience – more than 1.2 billion last year – makes it an ideal platform for Big Tech companies to attract new users
  • ByteDance-owned short video app operator Douyin gave away US$186 million worth of digital red packets during this year’s show

Masha BorakXinmei Shen
Masha Borak and Xinmei Shen

Updated: 8:00am, 13 Feb, 2021

Why you can trust SCMP
A martial arts performance during the 2021 Spring Festival Gala. Outside the CCTV’s annual show, China’s major internet platforms have launched competing digital red packet campaigns for the Lunar New Year. Photo: YouTube
A martial arts performance during the 2021 Spring Festival Gala. Outside the CCTV’s annual show, China’s major internet platforms have launched competing digital red packet campaigns for the Lunar New Year. Photo: YouTube
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