Kuaishou amplifies deaf voices with “Streaming Out Loud” campaign via TOPic & Loong China

Kuaishou is spotlighting accessibility in live commerce with “Streaming Out Loud,” a new campaign developed with TOPic & Loong China that transforms how deaf streamers connect with wider audiences.

On Kuaishou, one of China’s leading live commerce platforms, a number of deaf creators rely on sign language to host streams. While effective within the deaf community, these silent broadcasts often lead hearing users to scroll past, with as much as 90% of audiences made up of deaf viewers. The campaign set out to break that barrier and expand reach beyond a limited audience base.

In partnership with deaf streamer @Jingjing, Kuaishou and TOPic & Loong launched a pilot live commerce stream designed to be both legible to deaf viewers and fully audible to hearing audiences. Using camera-based recognition technology, every sign language gesture is captured, translated via a dedicated database, and converted into text. A digital avatar then delivers the content aloud in real time and bridging communication gaps without disrupting the authenticity of the stream.

The result is a seamless, inclusive experience where even the iconic live commerce callout “3, 2, 1—link is live!” is heard during a stream hosted by a deaf creator. The pilot delivered strong results, with over 700,000 viewers tuning in and transaction value reaching ¥53,000. Notably, 20% of buyers were first-time hearing customers.

With “Streaming Out Loud,” Kuaishou is demonstrating how technology can unlock new commercial opportunities while fostering inclusivity and turning live streams like Jingjing’s into powerful bridges between the deaf community and a broader audience.

Agency: TOPic & Loong China
Creative Director: Jacky Lung
Art Director: Jacky Lung
Art Director: Hongyu Liu
Art Director: Junjie Du
Copywriter: Yuhang Li
Copywriter: Jacky Lung
Account Director: Jian Wang
Account Manager: Jiali Kang