Bilibili, China's largest video community platform, has set out to expand into the global market.

U.S. media outlet Semafor reported on August 19 local time that Bilibili recently relaunched its previously discontinued international app and disclosed plans to launch an English-language website and hire staff across key markets. The expansion targets Japan, the U.S., and Europe, as confirmed through job listings and marketing materials distributed to creators.

On August 19, 'bilibili Creator Hub,' Bilibili's official X account for creator support, stated in a post that it had "launched the intl app globally." The account added that the app is currently available only on Android, with an iOS version and more service countries to be added gradually. Highlighting the app's features, it listed "globally distributed content, better localization, and easier sign-ups with no identity verification," while promising to introduce further localization optimizations and features. To distinguish it from the existing app, instructions were attached to download "the pink app with a globe icon in the top left corner." The account was created on August 17, and the post has surpassed 5.5 million views as of August 21.

A change in the registration process is key to this relaunch. The identity verification process, such as requiring passports from overseas users on the existing mainland Chinese platform, has been removed for the international version. According to the company, the content lineup will remain identical to the Chinese version. In materials shared on a Discord channel for creators, Bilibili pitched its user base as a "Gen Z-coded, affluent, and well-educated" group, highlighting monetization opportunities and revealing that a sponsorship marketplace connecting brands and creators is currently in development. The same presentation also noted that an English-language website is "coming soon."

Recruitment is also underway. Bilibili is hiring community managers in Los Angeles, London, Mexico City, São Paulo, Istanbul, and Tokyo. A LinkedIn job listing for a Product Manager position in Singapore listed responsibilities including building an AI-based moderation system for global content distribution, developing multilingual translation and cultural context understanding features, and designing user reporting and appeal processes. The company profile section specified figures of 376 million monthly active users, 86% of whom are Gen Z, alongside the statement that it is "accelerating global expansion."