WWF announced strategic partnership with Kuaishou on Global Tiger Day to protect wild tigers

On July 29, Global Tiger Day, Tencent-backed Chinese short-video platform Kuaishou and World Wide Fund for Nature (WWF), co-launched a charity livestream event for wild tiger protection. Themed "Intangible Cultural Heritage, Guard the Return of the King", the two-hour livestream session received nearly 10 million views.

The livestreaming session showcases the making of 30 forms of tiger theme artworks with different traditional Chinese intangible cultural heritage techniques.

 "This charity event creatively combines endangered wild tiger and intangible cultural heritages, both of which are facing the issue of inheritance and sustainable development," said Liu Peiqi, Director of WWF China Northeast China Project. "We are happy to join hands with a powerful platform like Kuaishou and find that more people are aware of the protection of wild Siberian tigers and even the global wild tigers," added Liu. 

"In traditional Chinese culture, the tiger is considered the king of all beasts, symbolizing power, justice, and protection," explained Qi Hang, regional cooperation director of Kuaishou. "As tigers are experiencing unprecedented threats due to illegal trade in tiger parts, we team up with WWF and intangible cultural heritage craftsmen, calling on the public to protect the natural environment and refuse consumption of tiger products." 

Shadow play "The Return of the King" created by Wei Zongfu, Inheritor of Huan County Taoism Shadow Puppet Play

Sugar painting tiger created by Wei Shengguo, inheritor of Sugar Painting technique

During the live-streaming, WWF introduced how illegal trade in tiger parts threatens the wild tiger population, and reiterate its commitment to protecting the species in the coming years. 

WWF's philosophy and commitment received wide popularity on the Kuaishou platform that it wins over 54,000 followers within three days since joining.