Uppsala model first route can be seen from Tiktok internationalization strategy:

Initially, Tiktok approach different markets by preserving its characteristics and features from Douyin’s
and introduced distinguish features. In expanding its app to South East Asia countries and Japan, Tiktok
recruits local employers or employers that are familiar with the culture of host country. With this method,
Tiktok will gain huge market knowledge to cater to local customs. Tiktok attract new users by Internet
celebrities’ and influencers powerful appeal in South East Asia countries. Next, it utilized same method
to approach Japan market. Also, Tiktok operations team promoted related campaign based on different
characteristics of each market.

Furthermore, TikTok is still in market growing situation, it has yet gain revenue from the penetration of
overseas market. Thus, they will not accept brand advertising offers yet from any countries firm in
order for the market to fully develop.

Lastly, TikTok has several concerned regarding its approach to different market. Tiktok was banned from
Indonesia local government caused of negative content and was accused of illegally collecting personal
information from children under 13 in the US. From these incidents, Tiktok had learned lessons from
the various regulations of global markets.

The second route focuses on the impact of “psychological distance”, In this case, Tiktok doesn’t go
toward the theory. Tiktok choose to acquire Musical.ly as a way to tap into the US market rather
than entering via joint venture or a new investment to the market.