TikTok Hits Cannes, Where a U.S. Ban Seems a Distant Dream
Just six months ago, TikTok's future in the United States looked doomed. The Supreme Court had upheld a federal law that called for it to be sold from its Chinese owner, ByteDance, or face a ban. It even went dark for half a day.
But this week on the French Riviera, the specter of TikTok's American demise seemed like a distant fever dream. The company — which remains under the same Chinese ownership — set up shop at the swanky Carlton Hotel during the annual Cannes Lions advertising festival, with a space it dubbed 'TikTok Garden,' where employees held court with marketers, creators and its fans.
Shou Chew, TikTok's chief executive, met with creators who posted about the meetings at the hotel, where rooms in the summer often start at 1,000 euros ($1,150) per night. TikTok also paid to bring some of its most popular creators to Cannes for the week, including @ReesaTeesa, whose relationship drama shared on TikTok is now being made into a TV show, and a comedian who goes by @AdamW. Creators spoke on panels and mingled with enthusiastic fans, who lined up nightly for TikTok's evening 'Frosé Soirées.' Other TikTok executives, including its advertising team leaders, met with marketers, played pickleball with at least one creator and took a boat to a restaurant with employees from an influencer agency.
The activities underscore TikTok's careful efforts to outmaneuver Washington while maintaining its appeal to advertisers, creators and its more than 1 billion global users. President Trump on Thursday said he had signed an executive order granting the company another 90 days — to mid-September — to find a new owner to comply with a federal law that requires the company to change its ownership structure to resolve national security concerns.
The company, which was also in Cannes last month as an official partner of the town's famous film festival, has maintained a high-profile presence at cultural and industry events in the face of intense political upheaval. Nearly two weeks after President Joseph R. Biden Jr. signed the law banning TikTok last year, Mr. Chew attended the Met Gala as a co-chair.
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