随着科技的蓬勃发展，智能手机和4G通信的全球普及，文字与图片分享方式已不能满足人们多元化的需求, 短视频成为人们消遣娱乐及获取信息的新方式。短视频平台如雨后春笋纷纷崛起，TikTok犹如一颗闪耀的巨星，受到全球网民的欢迎。TikTok短视频源于中国，同时也是抖音的海外版；Sensor Tower的数据报告显示，截至2020年12月，TikTok短视频在全世界的下载量为26亿次，月活跃用户为10亿人，并覆盖了150个国家和地区，支持75种语言。

由此可见，TikTok在出海的过程中取得了非凡成就。为了深度探讨TikTok短视频在海外成功的背后原因，笔者以越南版TikTok为案例，并在跨文化传播的理论基础上对TikTok的走红的现象进行分析。其中，本文从社会层面、媒介层面、受众层面以及营销传播层面等角度，对越南TikTok的实地使用情况进行研究。通过采取深度访谈法、案例分析法、问卷调查法等研究方法，本文认为除了草根大众文化的社会条件与算法系统的媒介支持，越南TikTok公司已经针对越南的当地用户的特征、当地语言和国情、民俗和法律等加以调整传播策略，旨在实践跨文化传播的任务，从而获取当地受众的支持。

但TikTok短视频出海之路并非一帆风顺，它曾遭遇印度、印尼、美国等国家以危害青少年身心发展、文化堕落、侵犯用户隐私等罪名的封杀和下架危机。本文在研究TikTok短视频正面影响的同时，也对TikTok短视频的负面影响进行分析并提出改善平台的建议，为TikTok母公司字节跳动与其他同样具有“走出去”抱负的中国互联网公司给予借鉴。

With an increasing development of science and technology and the popularization of smart phones and 4G communication in the world, texts and pictures can no longer meet people's various demands of communication. Short musical video platforms have become a new way for people to entertain and obtain information and TikTok has become the most popular APPs with Internet users around the world in this emerging market. TikTok APP is presented as an overseas version of Douyin, originated in China. According to Sensor Tower, a mobile APP store marketing intelligence company, in December 2020, TikTok is available in 150 countries and regions, comes in 75 languages and has been downloaded over 2.6 billion times worldwide, with about 1 billion monthly active users.

TikTok has achieved extraordinary success in going abroad. To deeply understand the global success story of TikTok APP, the author chooses the Vietnamese version of TikTok as a case to study and analyze the popularity of TikTok on the basis of the theory of cross-cultural communication. Also, this paper intends to study the field use of TikTok in Vietnam from various perspectives including society, media, audience and marketing communication. By adopting  in-depth Interview, case analysis, questionnaire survey and other research methods, this paper argues that Vietnam TikTok company has against Vietnam local user's characteristics, the local language and national conditions, customs and laws to adjust communication strategy, aims to practice the task of cross-cultural communication with the grassroots social conditions of mass culture and media AI algorithm system support, thus gained support from the local users.

However, TikTok's rise to the global market has faced many challenges. It has been banned and removed from the service by governments in India, Indonesia and the United States. Also, the app has been considered to restrict in other countries on charges of harming teenage love, cultural degradation, and privacy violation. This paper not only studies the positive effects of TikTok APP, but also analyzes the negative effects of this sharing video platform and gives some suggestions to elevate the platform’s qualification; thus, it is provided as a reference for TikTok and other Chinese Internet technology enterprises in their ambition of "going abroad".