TikTok has launched the #SpotlightAPI campaign to support API-owned small and medium-sized businesses in North America. The campaign aims to celebrate Asian American and Pacific Islander (AAPI) Heritage Month and promote API-owned businesses through high-visibility media placements, TikTok education, and community support. The campaign has already garnered over 7 billion views on videos with the #SpotlightAPI hashtag. API-owned businesses, such as United Dumplings, have expressed gratitude for the opportunity to reach more people and grow their businesses through TikTok's powerful digital platform. TikTok is also hosting workshops to help API-owned small businesses tap into the platform's opportunities and provide a safe space for discussing concerns over hate crimes against the API community. The campaign has received support from brand partners such as Highsnobiety, Mount Lai, Tower 28, and more.