Kwai launches KCX: subsidised creative production for brands investing in media on the platform

Kwai for Business launched KCX (Kwai Creative Exchange) in February, extending creative production to brands at no production cost — the cost is folded into the media investment proposal. The programme covers editorial content with creators, special projects with partner IPs (such as Porta dos Fundos and Endemol Shine Brasil) and advertising assets for campaigns, with multiplatform usage rights — the assets are not locked to Kwai.

What this means for advertisers in Brazil: for brands stuck on the cost of producing vertical video, KCX changes the arithmetic of testing Kwai: you can validate the channel with professional creative while paying essentially for media. The multiplatform rights make the package reusable across the rest of the mix.