Amid persistent trade tensions, Chinese fast-fashion platforms Shein and Temu have reduced digital advertising in the U.S. and redirected budgets to Europe and Brazil. In April, both companies increased ad spending in major European markets. Shein’s spending in France and the U.K. rose 35%, while Temu increased outlay by 40% in France and 20% in the U.K. The campaigns drove higher app downloads, with Temu’s more than doubling in the U.K.