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Meet Dongtu, the Giphy of China

With its own universe of homegrown social networks, e-commerce platforms and search engines, the Chinese internet is a world apart from its counterpart in the U.S. But in some areas, the two countries are surprisingly similar. That’s particularly true of people’s love for GIFs .
Some feelings are better expressed in pictures and animations than words. Starting in the 2010s, the onset of smartphones gave rise to the need for portable, flexible ways to send images and videos in chats. GIFs, the 1987-invention otherwise known as the graphics interchange format, is a perfect solution for transmitting lightweight pixels. These endlessly looping images quickly caught on in China, where mobile-first internet has flourished over the last decade.
Noticing the trend, Californian Grant Long moved to China and partnered with local entrepreneurs Ann Ding and Jiaming Yin to create Dongtu, which means “moving pictures” in Chinese. Much like Giphy and Google-owned Tenor, Dongtu runs an in-house creative team that pumps out a bountiful supply of GIFs; it also distributes works of third-party creators such as entertainment studios and contracted designers, as well as popular memes sourced from the web. The startup’s content is then baked into some 3,000 apps with chatting features, including mainstream ones like WeChat, Twitter-like Weibo and Dingtalk, Alibaba’s answer to Slack.
Dongtu claims it generates 750 million daily searches and over 3 billion views per day through the GIFs it provides to third-party platforms. In comparison, its American predecessor Giphy, which uses different performance metrics, had some 300 million daily users as of last March. Aside from tapping into China’s obsession with GIFs, the journey of Dongtu is as much about a foreign entrepreneur carving out his spot in the crowded Chinese market as it is about a budding startup surviving alongside the giants.

Navigating the Chinese internet


Meet Dongtu, the Giphy of China
Dongtu’s logo
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