TikTok has partnered with Singapore’s National Youth Council, the national co-ordinating body for youth affairs, to encourage and empower youths 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 and enables youths to pursue their passion with purpose.
Called #BuayPaiseh, the local slang for being shameless, this challenge marks the first partnership between TikTok and a local government organisation.
TikTok is encouraging its users in Singapore participate in the challenge by uploading short-form videos of themselves dancing, singing, and showing off their skills on the skateboard and BMX bikes.
The platform has 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 marketing conference in South East Asia in July, where it showcased its fledgling ad offerings to brands and agencies at the Marina Bay Sands in Singapore.
It pitched to them based on the value of short-form video content and access to creative talent.