From browsing TikTok to bagging deals on Shopee, Filipinos are embracing Chinese apps like never before. A new study has found that the Philippines is a global hotspot for these apps, raising questions about the potential benefits and risks of this digital revolution.

A recent study by Adjust and Sensor Tower, “Chinese Export Apps,” showed how these apps have permeated daily life in the region, particularly in the Philippines, where 21% of all app installs are developed in China. This places the country among the top global markets for Chinese app adoption.

The study highlighted the various ways Chinese apps are transforming user experience through gamification, AI and personalized content. From entertainment and social media to finance and utilities, these apps cater to various needs and preferences. In the Philippines, popular Chinese apps include TikTok, Shopee and SHAREit.

“The rapid rise of Chinese apps around the world highlights their influence in reshaping digital user experiences,” says April Tayson, Adjust’s regional vice president for INSEAU. “Considering how deeply these apps have become integrated into our daily lives, their momentum shows no signs of slowing.”

Domination of Southeast Asia

The Philippines is not alone in adopting Chinese apps. The study showed that Southeast Asia as a whole leads the world in terms of installation share of these apps across various categories. Vietnam, Cambodia and Indonesia dominate the utility app sector, while Singapore leads in entertainment app installs. When it comes to video games, the Philippines and Indonesia are just behind South Korea.

Interestingly, Malaysia has the highest share of social app installations in the world, followed by Indonesia, Vietnam and the Philippines.

Growth and concerns

The study revealed substantial growth in the financial and business applications sectors in Southeast Asia. In Q3 2024, financial app installs jumped 88% year-over-year, with session usage increasing 70%. Meanwhile, shopping app installs saw a remarkable 184% increase; however, session length decreased by 18 percent.

Despite the rise of Chinese applications, concerns persist. Data privacy remains a crucial issue, particularly due to China’s national security laws, which can force companies to share user data with the government. This has sparked concerns around the world, including in the Philippines, about possible misuse of personal information collected by these apps.

Carlos, a marketing professional in Manila, uses Chinese apps like Shopee and TikTok daily for their convenience. However, recent news regarding data privacy has raised his concerns that the Chinese government could have access to his information. “I didn’t think about where my data was going,” he admits.

Even though he’s not ready to delete apps, he’s become more cautious by checking app permissions and limiting the information he shares.

Looking to the future

Despite these concerns, the future of Chinese apps in the Philippines and Southeast Asia looks bright.

For Chinese developers, understanding the cultural nuances of the region is crucial for continued success. Going beyond simple language translation to embrace “culturalization” – incorporating local values, responding to regional needs and resonating with cultural elements – will be key to building user trust and loyalty.

“This insight and data from our study will not only optimize marketers’ current strategies, but also allow them to learn from the success of Chinese apps in SEA to drive the growth of their own digital offerings,” adds Tayson. “The adoption patterns observed here are invaluable to marketers looking to gain valuable insights into user preferences and engagement habits.”