With its own universe of homegrown social networks, e-commerce platforms and search engines, the Chinese internet is a world apart from its counterpart in the U.S. But in some areas, the two countries are surprisingly similar. That’s particularly true of people’s love for GIFs.

Some feelings are better expressed in pictures and animations than words. Starting in the 2010s, the onset of smartphones gave rise to the need for portable, flexible ways to send images and videos in chats. GIFs, the 1987-invention otherwise known as the graphics interchange format, is a perfect solution for transmitting lightweight pixels. These endlessly looping images quickly caught on in China, where mobile-first internet has flourished over the last decade.

Noticing the trend, Californian Grant Long moved to China and partnered

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