On April 27th, Kuaishou Technology quietly released a document that tells a story far bigger than quarterly earnings or user growth numbers. The company’s 2022 Environmental, Social and Governance (ESG) Report offers a window into how one of the world’s largest content communities thinks about its responsibility—to the planet, to its users, and to society at large.
And the world is taking notice. Recently, MSCI upgraded Kuaishou’s ESG rating to BBB—the company’s first time achieving this rating since being included in the index. Kuaishou improved across all five categories measured: corporate governance, corporate behavior, carbon emissions, privacy and data security, and human capital development. This puts Kuaishou at the leading level among its Chinese Internet peers.
But ratings only tell part of the story. Here’s what’s really happening behind the scenes.
The “Live+” and “Short Video+” Effect: More Than Entertainment
Kuaishou has never been just another video app. With its “Live+” and “Short Video+” business models, the platform has woven itself into the fabric of daily life—not just for entertainment, but for livelihoods.
Rural Revitalization, One Video at a Time
Until July 2022, Kuaishou had discovered and supported more than 100 “Happy Village Leaders” across 27 provinces and municipalities. These aren’t influencers in the traditional sense; they’re farmers, artisans, and small business owners using short videos to transform their communities.
The impact? These creators have driven the revitalization of 16 local industries, reaching nearly 10 million people. And this is just the beginning. Over the next three years, Kuaishou plans to:
- Identify and support more than 1,000 rural entrepreneurs
- Provide short video and live streaming training to over 1 million people
- Continue incubating rural talent and promoting the “Beautiful Countryside Construction” initiative
Solving the Employment Puzzle
The “Kwai Hire” business tackles a problem familiar across China: companies struggling to find workers, workers struggling to find opportunities. By leveraging the trust inherent in Kuaishou’s community, live-streamed recruitment has become a powerful solution.
In 2022 alone:
- More than 5 million live-streamed recruitment sessions
- Partnerships with over 240,000 enterprises
- A new bridge connecting job seekers with employers in real time
Environmental Commitment: Walking the Green Talk
Behind the videos and live streams lies infrastructure—massive data centers, office buildings, and energy consumption. Kuaishou’s approach to environmental responsibility is refreshingly direct: set measurable goals and report progress publicly.
The Ulanqab Data Center: A Model for Green Computing
Rather than building just anywhere, Kuaishou chose Ulanqab for its self-built data center—a location naturally suited for energy efficiency. But location is only part of the equation. The facility incorporates:
- Free cooling technologies that reduce energy demands
- Innovative approaches to minimize water consumption for air conditioning
- An intelligent, energy-saving operation management system
The ambitious target? 100% clean energy usage by 2030.
Small Actions, Big Impact
Environmental consciousness extends to daily operations. Kuaishou’s paperless office program protected more than 4,000 trees in 2022 alone. An internal “Used Electronic Device Repurchase Program” lets employees buy back laptops and monitors, reducing e-waste.
Looking ahead, Kuaishou aims to reduce per capita electricity and water consumption in its Beijing offices by 8% by the end of 2026 (compared to 2021).
Protecting the Vulnerable: Youth, Women, and the Elderly
Youth Mode 4.0: Safety by Design
With version 4.0 of its Youth Mode, Kuaishou upgraded how it protects younger users. The features are thoughtful:
- Minors can “follow” accounts, but only content suitable for their age displays
- The “recommendations” page organizes content by categories like sports, music, and travel
- A new “Youth Protection Agreement” clearly outlines legal requirements and shared responsibilities between the platform, guardians, and minor users
Empowering Rural Women
Launched in March 2022, the “Female Power • Rural Revitalization and Assistance Project” addresses gender inequality at its roots—economic opportunity. Through live streaming e-commerce training, study visits, and entrepreneurship funding, the program helps rural women build sustainable livelihoods.
The numbers tell a powerful story:
- Nearly 400 rural women directly benefited
- More than 1,000 women across Shanxi province reached through broader programming
Listening to the “Silver-haired”
During China Charity Day in September 2022, Kuaishou launched the “Wish List of the Silver-haired” program. Working with professional organizations, the company provides personalized assistance to elderly users. Online activities and live streaming help more people participate in caring for the elderly, building a social atmosphere that values and supports older generations.
Platform Governance: Building Trust Through Action
Reliable Purchase: Protecting Consumers
Kuaishou’s e-commerce ecosystem operates on trust. The “Reliable Purchase” initiative backs this up with over 20 consumer rights and interest protection services. The mission is simple: “reliable quality and worry-free after-sales services.”
The results are tangible:
- Cumulative users subsidized for returned goods exceeded 190 million in 2022
- Orders with Reliable Purchase protection grew by 460% compared to 2021
- Consumers using protected services increased by 32%
Supporting Merchants, Not Just Policing Them
Beyond consumer protection, Kuaishou actively helps merchants succeed. Online courses reached more than 1 million small and medium-sized merchants, providing the knowledge they need to grow. Product tools, traffic incentives, and policy support further empower businesses to thrive on the platform.
Information Security: Global Standards
In September 2022, DNV—a professional risk management service provider—issued Kuaishou with ISO/IEC27001 and ISO/IEC27701 certifications. These internationally recognized standards mean Kuaishou’s core businesses (live streaming and e-commerce) meet global benchmarks for information security and privacy protection.
Throughout 2022, Kuaishou revised 14 documents related to data security, continuously implementing the latest technologies and specifications to protect user information.
Intellectual Property: Protecting Innovation
Kuaishou takes intellectual property seriously—both protecting its own innovations and respecting others’ rights.
By the end of 2022:
- 9,930 domestic and foreign patent applications
- 3,264 patents granted
- Coverage spanning video recommendation systems, infrastructure, audio/video processing, computer vision, and more
In October 2022, Kuaishou launched its intellectual property protection platform, creating smoother channels for rights holders to protect their work. Industry recognition followed, including honors such as “well-known trademark,” “China Patent Excellence Award,” and “Top Ten Copyright Owner.”
Employees: The Heart of the Company
For all the technology and strategy, Kuaishou’s leadership recognizes that people drive long-term success.
Attracting Top Talent
The “Kuai Star” campus recruitment program specifically targets algorithmic and engineering tech talent, ensuring the company continues to attract the brightest minds.
Continuous Learning
“Kuaishou Middle School” hosts 2,157 online courses, with training resources reaching 100% of employees. This commitment to growth benefits both individuals and the company.
Wellness and Balance
Beyond professional development, Kuaishou pays attention to employees’ physical and mental health—creating conditions where people can thrive both at work and in life.
Looking Ahead: ESG as a Strategic Priority
The 2022 ESG Report isn’t a one-time publication. Kuaishou frames it as part of an ongoing journey—establishing a comprehensive ESG management system, continuously improving governance, and promoting sustainable development for both the company and society.
Public Welfare Commitment
In 2022 alone:
- RMB 22.7 million donated to public welfare projects
- Over 16,300 hours devoted to these initiatives
- Programs addressing elderly voices, women and children in mountainous areas, and more
The Bottom Line
Kuaishou’s 2022 ESG Report reveals a company thinking beyond next quarter’s numbers. From rural revitalization to green data centers, from youth protection to women’s empowerment, the platform is leveraging its scale for genuine social impact.
The MSCI upgrade to BBB validates these efforts—but the real story lives in the communities transformed, the workers employed, the elderly supported, and the environment protected.
As Kuaishou continues to grow, its commitment to “connecting good faith with technology and realizing the shared value of the platform” suggests a future where business success and social responsibility aren’t trade-offs—they’re the same thing.
For investors, creators, and users alike, this report offers reason to believe that Kuaishou’s best contributions may be measured in more than just engagement metrics.