In 2023, Kwai became an official sponsor and the official short-video platform of A Fazenda 15, one of Brazil’s most popular reality shows. The partnership was designed to expand Kwai’s presence in mainstream entertainment while connecting the program’s television audience with exclusive, mobile-first experiences on the platform.

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The sponsorship brought Kwai into key moments of the show through the Paiol Kwai, branded challenges, themed activations and exclusive content featuring the participants. Beyond the television integrations, creator-led videos and behind-the-scenes content extended the reality show’s stories and conversations into the app, encouraging audiences to follow, interact with and create around the program throughout the season.

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By combining the reach of broadcast television with Kwai’s participatory content ecosystem, the partnership transformed the sponsorship into an integrated entertainment platform. It reinforced Kwai’s positioning as a destination for popular culture, authentic stories and real-time conversation, while demonstrating the brand’s ability to connect major television properties with creators, communities and short-form video.