Currently, about 1.7 billion people use the Chinese video platform TikTok. TikTok has become one of the major players in social media, especially since the onset of the COVID-19 pandemic. The concept of short videos gaining popularity one after the other has proven to be so lucrative that competitors like Instagram, YouTube and Facebook have integrated their own versions of the application into their platforms. Perhaps due to TikTok’s high profile, its CEO, Shou Zi Chew, usually maintains a low public profile.