As debates intensify about TikTok’s future in the United States, a surprising alternative has emerged: Xiaohongshu, often called “RedNote” by its US users. This Chinese social media app is rapidly gaining traction among American audiences, rising to the top of Apple’s US App Store. Let’s explore what makes this platform unique and why it’s becoming a global sensation.
What is Xiaohongshu (RedNote)?
Origins and Growth
Founded: 2013 by Charlwin Mao and Miranda Qu.
User Base: Over 300 million users (Source: Qian Gua Research).
Nickname: Often referred to as the “Little Red Book” or simply “RedNote” by international users.
Core Features
Content Focus: Popular for travel tips, makeup tutorials, and fashion inspiration.
Algorithm: Prioritises user interests over follower connections, fostering originality.
Cultural Significance: The name “Little Red Book” subtly nods to a red-covered book of quotations from Mao Zedong.
Despite its immense popularity in China, Xiaohongshu has largely remained a domestic phenomenon — until now.
Why is Xiaohongshu Gaining Popularity in the US?
Timing and Context
The platform’s surge coincides with growing uncertainty around TikTok’s operations in the US. Many TikTok users, anticipating a potential ban, have flocked to RedNote as an act of defiance and curiosity.
Hashtag Buzz: As of this week, #TikTokRefugee has amassed nearly 60 million views and over 1.7 million comments.
User Sentiment: American users express dissatisfaction with the government’s stance on TikTok.
For instance, Heather Roberts, a popular TikTok user, stated on Xiaohongshu: “Our government is out of their minds if they think we’re going to stand for this TikTok ban.” Her post received over 45,000 likes.
A New Avenue for Cross-Cultural Exchange
Interactions Between American and Chinese Users
Xiaohongshu has unexpectedly become a platform for cultural exchange between US and Chinese users:
Respectful Engagement: US users encourage each other to avoid political discourse and respect Chinese community norms.
Warm Welcome: Chinese users have created tutorials to help newcomers navigate the app.
Notable Moments
A Chinese user noted, “This could be a historic moment. Ordinary people from our two countries have never really connected before.”
Another user used the opportunity to seek help with English homework, gaining over 2,000 likes.
Experts like Ivy Yang, a China tech analyst, describe these interactions as “one of the most organic forms of cultural exchange in recent years.”
How Does Xiaohongshu Differ from TikTok?
Key Differences
Language and Accessibility:
Xiaohongshu was not originally designed for English speakers.
TikTok, owned by ByteDance, is tailored for a global audience but inaccessible in China (where Douyin operates).
Content Algorithm:
Xiaohongshu focuses on niche user interests.
TikTok relies heavily on influencer-driven trends.
Ownership and Design:
Xiaohongshu is managed by Xingin Information Technology, based in Shanghai.
TikTok operates under ByteDance, a Beijing-based internet company.
Are US TikTok Users Exploring Other Apps?
Beyond Xiaohongshu, another app gaining traction is Lemon8, a lifestyle community app also owned by ByteDance.
About Lemon8
Launch Year: 2023 (in the US).
Features: Combines elements of Instagram and Pinterest.
Popularity: Ranked as the second-most downloaded app on Apple’s US App Store.
However, Lemon8’s future in the US remains uncertain due to its ByteDance affiliation. A 2023 law targeting ByteDance apps could potentially include Lemon8 in a broader ban.
Final Thoughts
Xiaohongshu’s rapid rise among US audiences underscores the evolving dynamics of global social media. As TikTok’s future hangs in the balance, RedNote offers not just an alternative platform but also a unique opportunity for cultural exchange between two of the world’s most influential nations. Whether this trend will endure remains to be seen, but for now, the app’s growing community is a testament to the resilience and adaptability of digital connections.
Sources:
Qian Gua Research
Wavelet Strategy Analysis