Radar - by nexxworks: TikTok’s Ban, The Thermomix Strategy, and Tech’s Trump-Era Shift

What happens when TikTok goes dark, an underdog AI startup challenges the giants, and a kitchen gadget becomes a marketing legend?

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These are snapshots of how 2025 is already shaping up to be one of the most unpredictable years yet.

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In this week’s Radar by nexxworks, Steven, Pascal, and Peter dive headfirst into the chaos, offering sharp insights, plenty of laughs, and a few eyebrow-raising revelations.

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🎧 Listen to Radar by nexxworks here:

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Here’s what’s in the episode:

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TikTok Bans and the Rise of RedNote

TikTok went dark in the U.S.—briefly. While the ban was reversed within hours, something unexpected happened: millions of users flocked to RedNote, a Chinese app known for its lifestyle-driven content.

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Pascal Coppens shared, “It was surreal to see Americans joining an app steeped in Chinese culture and even named after Mao Zedong’s ‘Little Red Book.’ It’s a culture clash no one saw coming.”

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Pascal summed it up perfectly: “RedNote wasn’t even ready for this—it’s entirely in Chinese, with only a limited English option. Yet, somehow, people figured it out. This really shows how trends drive behavior across borders.”

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It’s ironic that banning one Chinese app pushed Americans to embrace another. Honestly, it feels like one of the funniest unintended pranks on the government—and the conversations about what happens next are far from over.

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The Thermomix Strategy: A Marketing Masterclass

What does a kitchen gadget have to do with marketing brilliance? More than you’d think.

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The Thermomix, a high-end appliance with a hefty price tag, broke sales records last year—not because of flashy ads or viral campaigns, but through something much simpler: live demos and community-building.

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Steven introduced the topic by highlighting how most companies today chase digital trends, pouring millions into campaigns designed to grab fleeting attention. In contrast, Thermomix went old-school, relying on face-to-face demonstrations where its features could truly shine.

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He explained, “It’s not just a product—it’s an experience. They don’t rely on influencers; they use real people to show off its value, and their community aspect makes users feel part of something bigger.”

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Could this be the antidote for brands struggling to stand out in an oversaturated market?

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Tech’s MAGA Makeover

With Trump back in the White House, big tech has found itself navigating tricky waters. Our hosts discussed how companies like Meta are scaling back progressive initiatives—like diversity programs.

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Peter Hinssen said, coining the term “magnification of big tech”: “Silicon Valley has always been a pro-Democrat bastion, but that fundamentally flipped this election. All of a sudden, tech companies are cozying up to the MAGA agenda.”

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He pointed out awkward moments in Zuckerberg’s public approach, including the cancellation of Meta’s fact-checking program and the scaling back of diversity, equity, and inclusion (DEI) initiatives. “People see it as Zuckerberg sucking up to Trump. It’s awkward, yes, but then again, Zuckerberg is no stranger to awkward videos,” Peter quipped.

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The conversation also touched on global implications, particularly for Europe. Peter observed that tech giants increasingly view the U.S. as a safer regulatory environment compared to Europe’s stricter policies.

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These changes underscore a bigger question: How far will big tech go to align with political power, and what does this mean for global users? As Peter summed up, “It’s a careful dance between appeasing the administration and retaining trust with their global audience. Only time will tell if it works—or backfires.”

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Catch the Full Episode

Got thoughts, hot takes, or even a favorite moment? Drop a comment—we’re all ears (and we love a good debate)!

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