Đâu cần như Jackie Chan

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Many young Chinese wanting to gain more social media traction have found a new way to gain leverage — advertise in New York’s Times Square.

TSX Broadway, one of the many digital billboards in the bustling Times Square, has become the most sought-after location for young Chinese eager to amplify their social media presence. There, they mostly share content commemorating their important moments and promote traditional Chinese culture — and then later share the broadcast on their social media platforms.

A 15-second clip at the newly launched screen, operated by American company TSX Entertainment, costs about $40, roughly the same price as a meal at a good restaurant for many urbanites. The videos are projected on an 18,000-square foot LED display.

Chinese state-run companies have long used the advertisement space on Times Square, which sees an estimated 260,000 daily visitors, to gain more international exposure. China has used celebrities like movie star Jackie Chan and basketball player Yao Ming as part of its soft power (quyền lực mềm) push in as early as 2011.

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