To strengthen Kwai’s presence in music and entertainment, the brand partnered with Globo’s Estrela da Casa as its official short-video platform. The sponsorship extended the reality show beyond television through exclusive content, branded challenges, creator activations, and interactive experiences, turning the program into an always-on conversation across Kwai.

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The partnership helped position Kwai as a platform where music, creators, and audience participation come together, while connecting the brand with one of Brazil’s most relevant entertainment ecosystems.