TikTok puts a spotlight on its #APIFamily of Asian and Pacific Islander creators

In the United States, May is Asian American and Pacific Islander (AAPI) Heritage Month. To celebrate, TikTok is rolling out a series of initiatives that will honor its own community of Asian and Pacific Islander (API) creators. Its efforts will include a central hub called #APIFamily and an inaugural API edition of the app’s Visionary Voices list.

Visitors who search for the #APIFamily hashtag can browse videos from API creators big and small. In the past, TikTok has launched similar hubs to spotlight its Black, Hispanic, Indigenous, and Jewish communities during those groups’ respective heritage celebrations.

Across all of those initiatives, TikTok has created a playbook that will inform its AAPI Heritage Month plans (TikTok is using the acronym API rather than AAPI to recognize the global nature of its user base.) The #APIFamily hashtag will be applied to the latest installment of TikTok’s Livestream Series, which is hosted on the TikTok Live hub. On May 19, a selection of artists, dancers, musicians, and other creators will honor API heritage and culture with live performances.

TikTok is also planning IRL events that will create further connections among its API community. The app is also launching an #AsianMusic hub that will feature playlists curated by artists like Keshi and Tesher.

“From starting trends to celebrating cultural moments and inspiring others, our #APIFamily brings creativity, authenticity, and pride to TikTok’s vibrant community,” reads a TikTok blog post. “This Asian and Pacific Islander (API) Heritage Month and year-round, we’re committed to highlighting the stories of our API community by amplifying the voices who continue to break barriers and use their platform to share the diverse spectrum of API history and heritage.”

The centerpiece of TikTok’s #APIFamily push is its latest Visionary Voices list, which acknowledge some of the most esteemed Asian and Pacific Islander creators across the platform. Short-form stars recognized on the list include impresario SeanDoesMagic, portrait photographer David Suh, pop star H.E.R., and chef Hwoo Lee. In typical Visionary Voices fashion, the API version of the honor roll also recognizes small businesses, such as Canadian pottery company Grumpy Kids Studio.

Finally, TikTok will spotlight its own #APIFamily with an internal series of initiatives. The app figures to be quite busy during May, and as a result, its talented Asian and Pacific Islander communities with receive some much-deserved visibility.