China’s e-commerce war has opened a new front in the U.S. market.
Illustration by Sam Ward
Almost exactly one year ago, a mysterious company aired a 30-second advertisement during Super Bowl LVII, pitching itself as an antidote to America’s inflation woes. In it, a woman scrolls and taps her phone as she dances in and out of the brand new outfits and accessories she has just added to her online cart. All the while, a catchy jingle plays:
“I like it. Yep, it’s mine.
Temu's Super Bowl LVII commercial, which debuted in the U.S. on February 12, 2023. Credit: S
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