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Business trends

China's youth fads start with 15-second amateur videos

Popularity of sharing app Douyin holds useful lessons for marketers

A Douyin user makes a short video clip in Dalian, Liaoning Province. The service is structured so that amateur content receives plenty of attention.

DALIAN, China -- It is something of a musical mystery: How did a decade-old ballad that was barely noticed in Japan become one of the most popular Japanese songs in China?  

The short answer is Douyin, a video-sharing platform known as Tik Tok overseas. And the rise of the once-forgotten tune, along with other Douyin phenomena, can provide valuable clues for marketing success in today's China.

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