Bilibili launches global app in expansion push

Bilibili, the Chinese video platform often compared to YouTube, is executing a major international expansion through the relaunch of its global app and the development of an English-language website. The company is actively courting Western creators and hiring staff in multiple countries to establish a significant presence in the U.S., Europe, Japan, and other markets.

Central to the strategy is a simplified sign-up process for international users. The revamped app, which has been released for Android and is planned for iOS, no longer requires the passport or ID verification previously mandatory for overseas users on its main Chinese site. In marketing materials shared with creators, the company stated that the U.S. and Chinese versions of the platform will feature the same content. An account on X promoting the initiative declared, "Yes bilibili is going global."

Bilibili is supporting this technical rollout with a global hiring drive. Job postings reveal openings for community managers in key cities including Los Angeles, London, Mexico City, São Paulo, Istanbul, and Tokyo. A Singapore-based listing also indicates the company is building AI-powered content moderation systems...