Just six months ago, TikTok’s future in the United States appeared uncertain, with the Supreme Court upholding a federal law requiring the app to be sold by its Chinese owner, ByteDance, or face a ban. The app even experienced a temporary shutdown.
However, this week at the Cannes Lions advertising festival on the French Riviera, TikTok's American demise seemed unlikely. The company, still under Chinese ownership, established a presence at the Carlton Hotel, branding it as TikTok Garden, where employees engaged with marketers, creators, and fans.
Shou Chew, TikTok’s chief executive, interacted with creators who shared their experiences on social media. TikTok also sponsored the attendance of popular creators, including @ReesaTeesa and comedian @AdamW, who participated in panels and social events. Enthusiastic fans attended TikTok’s “Frosé Soirées,” while other executives met with marketers and engaged in recreational activities.
The events highlight TikTok's strategic efforts to navigate political challenges while appealing to advertisers and its global user base of over one billion. Recently, President Trump signed an executive order extending the deadline for TikTok to find a new owner until mid-September, in compliance with federal law aimed at addressing national security concerns.
Despite the political climate, TikTok has maintained a prominent presence at cultural events. Following the signing of the ban last year, Chew attended the Met Gala as a co-chair. Industry leaders, such as Craig Brommers from American Eagle Outfitters, noted that discussions about the ban were minimal, with many focusing on ongoing business as usual.
During the Cannes Lions festival, TikTok leaders discussed their strategy, with Khartoon Weiss, vice president of global business solutions, addressing the ban as the “elephant in the room.” She expressed confidence in reaching a resolution and emphasized the importance of being a reliable partner for brands and agencies.
TikTok issued a statement expressing gratitude for President Trump’s support in signing the executive order. The company did not comment on Chew’s other activities during the festival.
Creator Adam Waheed expressed his appreciation for Chew's engagement with creators and shared his concerns about the potential ban, highlighting TikTok's unique algorithm and trend-setting capabilities. He remarked on the platform's significance, stating, “It would be really sad for it to go away.”
Overall, TikTok's activities at Cannes reflect its commitment to maintaining its market presence amid ongoing regulatory scrutiny.