Zhang, who studied AI at Tsinghua University, founded Doodod in 2012 to build customer engagement through social media analysis. He said the company — which counts China Merchant's Bank and Toyota as clients — started looking at DeepSeek's offerings late last year, and began using it more after the R1 release in late January.

Rich language training data and a colourful cast of characters help power AI into the ‘era of Chinese’, experts say.

The meteoric rise of DeepSeek—the Chinese AI startup now challenging global giants—has stunned observers and put the spotlight on China’s AI sector. Since ChatGPT’s debut in 2022, the country’s tech ecosystem has been in relentless pursuit of homegrown alternatives, giving rise to a wave of startups and billion-dollar bets.