Local Love is a project that successfully leveraged the features and characteristics of TikTok LIVE to support the reconstruction of disaster-affected areas, showcasing the platform's ability to contribute to social good. The project introduced a mechanism where donations were made to disaster-affected areas based on the reactions of LIVE viewers, such as likes, comments, and gifts. The response was overwhelming, garnering over five million positive reactions in total. As a result, the project was covered by approximately 200 media outlets, including the public broadcaster NHK, successfully demonstrating TikTok's role in social contribution to the wider world.

Japan is prone to natural disasters such as typhoons, heavy rainfall, earthquakes, and volcanic eruptions, making it one of the most disaster-prone countries in the world. For example, although Japan's land area accounts for only 0.28% of the world's total, it experiences 20.5% of earthquakes with a magnitude of 6 or higher worldwide. In such an environment, we have experienced or witnessed numerous disasters, highlighting the importance of reconstruction each time. However, offering continued support for reconstruction is not easy. Moreover, as time passes and different disasters occur, some disaster-affected areas are forgotten. While this may not be unique to Japan, it is especially important in Japan, which has been plagued by numerous disasters, to continue focusing on the reconstruction of each affected area.

In Japan, a country prone to disasters, immediate and overwhelming support is extended to affected areas when disasters occur. However, over time, this support tends to diminish, even if the affected areas have not fully recovered.

Reflecting on what TikTok could do in such situations, we realized that our greatest strength lies in keeping users engaged through the power of entertainment, continuously involving them in various causes. We thought that perhaps we could get people engaged with important issues, such as supporting cities recovering from natural disasters, long after the public has lost interest.

Under the concept of "Supporting Local Communities through the Power of Entertainment," we organized a charity live event called "Local Love TikTok LIVE." This event was held in five regions, including Tohoku and Kumamoto, focusing on areas that have experienced disasters. It was streamed simultaneously in nine markets around the world, not just in Japan. The live stream featured local celebrities and musicians, and TikTok made donations based on the total number of "likes," "comments," and "gifts" sent by fans during the live broadcast. Through TikTok LIVE, we created a platform to support local communities across Japan and around the world.

Essentially relied on an organic media strategy, targeting local media in the area, in addition to social approach to maximize the output. Approached traditional media including NHK and local newspapers from a local community enlivement and social good perspective, while also approaching local entertainment shows using local celebrity and TikTok creators' elements. Our goal was to amplify the key message of "Supporting Local Communities through TikTok's Power of Entertainment," and to gain sympathy, to be the topic of talk, and to be relevant to such local communities. Our strategy revolved around striking the Japanese tendency of having a strong local love.

With the rationale that local communities tend to love and honour the public figures from their area, we strategically asked for participation of notable public figures who agreed with our idea of supporting the local communities ranging widely from TV talents to artists. TikTok travelling all the way from Tokyo, which is Japan's central hub, to local areas along with public figures originally from the area in itself, was perceived well and the local TV programs took a lot of time and space to cover the event. From a social contribution perspective, TikTok paying a courtesy visit to local authorities also attracted attention, and helped reach a high-level audience.

The response was overwhelming, with the streams amassing over five million user reactions. They also inspired almost two hundred media stories, including by public broadcaster NHK. The public was once again engaged with disaster-hit areas as they continued working towards full recovery. And as promised, we donated a total $150,000 to aid those efforts.