ByteDance is preparing to launch a new social media platform that will focus on the young audience, South China Morning Post reported, citing a corporate registration.
Called Kesong, the new Instagram-like platform will let users share images and posts on topics such as “trendy clothes, surfing tips, and novel toys.”
ByteDance, which operates popular social networking apps such as TikTok and its Chinese equivalent Douyin, has not announced a release date for the new platform yet. However, the official introduction page of the app says it is going to be available “this hot summer,” indicating its imminent launch.
Kesong is also set to compete with local Instagram-inspired social ecommerce platform Xiaohongshu, which has more than 200 million monthly active users.
ByteDance has made similar attempts to launch an Instagram-like service in China in the past, with Xincao in 2018 and Xintu in 2019, though both platforms failed to make a mark. However, its global product Lemon8 has gained traction overseas, especially in Japan and Southeast Asia.
See also: Explaining TikTok’s ecommerce bet in Southeast Asia
Editing by Samreen Ahmad and Lorenzo Kyle Subido
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