Short-form video app ‘Kwai’ launches in the UAE

Kwai, one of the world’s fastest-growing short-form video platforms, has launched in the UAE to empower content creators, influencers, and ordinary people who want to share their talents – whether singing, dancing, cooking, or DIY arts – with the rest of the world.

Kwai encourages users in the UAE to be their true selves within communities of like-minded people, making content creation both inclusive and accessible. Kwai curates content streams based on user interests using machine learning algorithms. This means they’ll be able to have highly personalized experiences while also creating and discovering meaningful and dynamic content.

Jingxing Su, Managing Director, Middle East, North Africa and South Asia at Kwai says: “Kwai has been gaining popularity in the region, and we are delighted to offer local users a new short video platform where they can access diversified, entertaining and useful content. Content creators are the core of our business, and our mission is to empower as many of them as possible, rather than focus on a lucky few.”

He added: “The UAE is a dynamic market for content creators, and we are delighted that they will be able to achieve their full potential and grow their community of fans through Kwai.”

During the Holy Month of Ramadan, Kwai has already launched two campaigns personalized for its users in the UAE and other regional markets, including #RamadanRecipes, in collaboration with celebrity chefs such as Hisham Baeshen, and a scripted in-app drama campaign, #KwaiRamadanSeries, to encourage localized content. Kwai recently hosted its first-ever high-quality drama series, which featured Egyptian superstar actress and singer Ayten Amer, as well as other top content creators showcasing their acting and creative abilities.

This Eid, Kwai will launch #EidOnKwai, #EidLook and #جاهزين_للعيد to celebrate the festival.

Kwai intends to use its superior machine learning algorithm to empower the country’s creative people. Furthermore, in accordance with the UAE’s digital economy strategy, it will use short video and live streaming as its commercial infrastructure and will facilitate digital transformation across industries.