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Since 2019, Douyin (known as TikTok in the West) has shown a growing interest in culture and intangible cultural heritage (ICH), assuming an increasingly significant role in its promotion, aligned with the directives of the Chinese Communist Party. Based on a novel field study (22 interviews), this article analyzes the strategies for developing content offerings related to ICH, hypothesizing that the short video market is being shaped by the professionalization of its creators, supported by key values of the cultural industries, and driven by artificial intelligence–powered algorithms. Our study reveals the growing importance of this professionalization and the crucial role of Multi-Channel Network agencies in coordinating and disseminating content, aiming to optimize results while minimizing risks. This raises the question of the transformation of the social media giant into a cultural industry. Douyin has successfully launched campaigns such as “Intangible Heritage on Douyin,” collaborated with local governments to showcase traditional crafts, and supported content creators specializing in cultural transmission.
Paquienséguy et al. (Sun,) studied this question.