As TikTok’s future in the U.S. remains uncertain, many users are exploring alternatives, and one app seems to be stealing the spotlight: Xiaohongshu. Frantically dubbed ‘RedNote’ outside China, the platform is quickly growing to become TikTok refugees’ favourite. Xiaohongshu is developing a vibrant, global community of shopping, lifestyle content and cultural exchange with special characteristics.
Xiaohongshu, which launched in 2013 as a shopping platform, has become one of China’s most popular social media apps. Given its sleek design and impressive content, it’s predictable that more than 700,000 users signed on to the platform in just two days, according to Reuters. Compared to TikTok’s massive user base, this number is peanuts, yet the numbers say that Xiaohongshu is making its own space in the global social media space.
Why TikTokers Are Turning to Xiaohongshu
The move from TikTok to Xiaohongshu is an adventure for many TikTok users. All of that is alongside lifestyle posts from its Chinese speaking base and international users with a splash of humor sprinkled in. Instead, some TikTokers are using the term ‘TikTok refugee’ even labeling themselves as so, welcoming their new digital home with intrigue and eagerness.
It’s not just the content that draws people to Xiaohongshu. For U.S. based users, it feels like a way to push back against the looming TikTok bans, and discover a new cultural experience. Some are using the app to learn more about Chinese culture, have fun talking with local users, and even pick up some tips on learning Chinese.
Chinese Users Welcome TikTokers
Interestingly, there is no tension between old users and new migrants. In contrast, quite a few Chinese users on Xiaohongshu are opening their arms and welcoming their new community members. TikTok influencers are smoothing the way through their posts, with some sharing tips on the platform, some offering language lessons and others urging TikTokers to learn more about Chinese culture.
Even one creator on Twitter noted how the timing couldn’t be any better, as Chinese New Year is just under the corner. During this festive season, they also encouraged newcomers to check out the app saying users on Xiaohongshu are ‘obsessed with Luigi, Trump and Squid Game.’ This playful approach has been instrumental in filling in this missing connection between cultures; the app sees itself as a global connection platform.
A Cultural Exchange Unlike Any Other
On Xiaohongshu, cultural exchange is happening in a way that’s never been done on other platforms. Chinese users are being asked by some TikTokers to share their daily meals or snacks so they can peek into what life is like in China. Others are starting conversations with “Do y’all like Americans?” Can we all be friends?”
The curiosity on the app is so wholesome, which has actually left a positive trend on there despite some users admitting they aren’t sure how long the trend will last. While it might not be a complete cure for today’s catfishing (for now), Xiaohongshu feels like a clean disruption from the TikTok churn: At least it’s about human connection and cultural discovery.
Challenges for Xiaohongshu’s Global Expansion
Americans are increasingly turning to Xiaohongshu, but the platform is running into hurdles as it expands internationally. The platform, in one sense, is very Chinese so that may make it harder for some users to make a fully integrated contribution. Some also fear that the app could run into the same regulatory roadblocks that TikTok has if it catches on too big in the States.
Secondly it’s about content/feature. Xiaohongshu is an interesting experience but for some users it’s not as polished as a TikTok algorithm and doesn’t have advance editing tools to make it as much of an addiction. The app may want to maintain its new user base, by adapting its feature to suit a broader audience.
