One surprise newcomer to the Super Bowl was Temu, an online marketplace founded in China that came to the U.S. in late 2022. Pronounced “tee-moo,” the brand used the Big Game as a way to spread awareness and cement its presence in North America.

Temu’s spot, “Shop Like a Billionaire,” aired in the first quarter. It showed a woman shopping on her phone and imagining different outfits, before choosing one, and accompanying accessories to match. She then outfits everyone she encounters in her orange-and-rainbow-hued path. Saatchi & Saatchi worked on the spot, which was directed by Robert Jitzmark.

As part of its campaign, Temu is planning a $10 million giveaway, according to a spokesperson.

“It’s our first time, and we are thrilled to be part of the 2023 Big Game lineup to share Temu's mission of quality at affordable prices,” a spokesperson said in a statement. “Through the largest stage possible, we want to share with our consumers that they can shop with a sense of freedom because of the price we offer. ‘Shop Like a Billionaire’ is no longer a dream because of Temu.”

The first Super Bowl spot is part of a larger ad blitz. Temu is planning to run the spot again in the third quarter and in two post-game airings, according to the brand. It will also buy media during the Nascar Daytona 500. Temu is a discount-oriented brand that competes with Amazon.

“They are taking a page from the playbooks of 1999,” said Sucharita Kodali, VP and principal analyst at Forrester. “They are trying to drive more awareness. I think most people don’t know who they are.”

Temu is planning to begin shipping to Canada later this month. The brand is the Boston-based subsidiary of PDD Holdings Inc., which was formerly known as Pinduoduo.

Interestingly, Temu’s 30-second spot aired shortly after a commercial from Rakuten, the shopping app that gives cash back, that is also working to establish itself as a shopping destination. That ad tapped into nostalgia with Alicia Silverstone reprising her role as Cher from 1990s hit movie “Clueless.”