How TikTok became a popular tool for Chinese manufacturers to circumvent US tariff policies

US TikTok users are increasingly encountering a surge of videos from Chinese content creators encouraging Americans to purchase goods directly from Chinese factories—an apparent strategy to sidestep the Trump administration’s tariffs.

These viral clips, often filmed at manufacturing facilities purportedly producing for major US brands like Lululemon Athletica Inc. and Nike Inc., emphasize the Chinese origin of many consumer products. “Why don’t you just contact us and buy directly? You won’t believe the prices we offer,” says one creator in a video promoting luxury handbags, according to Bloomberg.

In a widely circulated clip, TikTok user @LunaSourcingChina showcases a factory she claims produces Lululemon yoga leggings for just $5 to $6, compared to retail prices exceeding $100 in the US. “The material and craftsmanship are basically the same,” she asserts.

Lululemon has since responded, clarifying that only about 3% of its finished goods are made in Mainland China and stressing that authentic Lululemon products are sold exclusively through its official channels and partners.

Although many of these videos were uploaded as early as March, they’ve recently gained significant traction amid heightened US-China trade tensions . A video titled “China exposed the truth” has amassed 8.3 million views and 492,000 likes. The clip allegedly exposing a Lululemon supplier drew 2.6 million views and over 215,000 likes, while another, titled “How we bypass tariffs,” neared 1 million views and 118,000 likes.

Alex Goldenberg, senior intelligence analyst at the Network Contagion Research Institute at Rutgers University, views the trend as a deliberate push to weaken President Trump’s tariff policies and elevate Chinese manufacturing via TikTok’s powerful algorithm.

While the actual legal mechanics of tariff avoidance through direct-to-consumer purchasing remain murky—especially with the small-parcel duty exemption set to expire May 2—the phenomenon raises questions about tariff efficacy and the broader impact on American consumers.

Currently, Chinese goods are subject to a cumulative tariff rate of 145%. Although Trump has temporarily suspended additional tariffs on select nations for 90 days, China is not among them.

These viral TikTok posts also spotlight growing concerns about the influence of Chinese creators on American audiences and the opaque nature of content distribution on the platform. These worries are fueling ongoing efforts in Washington to force a separation between TikTok’s Chinese parent company, ByteDance Ltd., and its global operations.

Beyond trade policy, the videos may carry legal consequences. Some observers believe factory disclosures may violate NDAs with global brands and jeopardize supplier relationships, as per Bloomberg reports.

Cameron Johnson, senior partner at Tidalwave Solutions, interprets the trend as part of a broader global sourcing shift—from traditional retail intermediaries to factory-direct models—potentially reshaping how Americans shop and how brands protect their supply chains.