TikTok refugees flock to Xiaohongshu: What to know about RedNote app
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Washington: As the fate of TikTok hangs in the balance, US users are flocking to the Chinese social media app Xiaohongshu, also known as RedNote, making it the top downloaded app in the US. These so-called "TikTok refugees" are turning to the platform in protest of the potential TikTok ban. Here’s what you need to know about Xiaohongshu.
Xiaohongshu is a lifestyle-oriented social media app that allows users to post short videos, photos, and text, with additional features like live-streaming and shopping. Recently, it has become a surprising haven for Americans, as a wave of users from TikTok has migrated to the platform amid TikTok’s uncertain future in the US.
Xiaohongshu, literally meaning "Little Red Book," has seen an influx of English-language posts. Many US users have introduced themselves with the hashtag #TikTokRefugees, posted pet photos in exchange for a "cat tax," and shared stories about parenting, while Swifties from both countries quickly found each other. This unprecedented connection between US and Chinese internet users is rare, as the two countries' online spaces are typically divided by language, corporate boundaries, and China's strict censorship policies, which block access to international social media platforms.
The rapid adoption of Xiaohongshu among American users is partly a response to a potential US government ban on TikTok, set to take effect on January 19 unless the app is sold by its China-based parent company. As a result, many users, such as Katie Lawson, a farmer from Tulsa, Oklahoma, are shifting to Xiaohongshu to continue exploring Chinese culture. Lawson said, “When they tell us you can't have a Chinese app anymore, we go straight to another Chinese app. We're going to go explore that country and their values ourselves. We're going to go straight to the source.”
Despite both apps being owned by Chinese parent companies, TikTok operates as an international platform, with separate content and user bases from its Chinese counterpart, Douyin. Xiaohongshu, on the other hand, has 300 million monthly active users, predominantly Chinese, with a heavy female demographic. The app is known for its emphasis on user reviews and peer-to-peer advice. It has become one of China’s fastest-growing social media platforms, attracting foreign celebrities such as Mariah Carey, Elon Musk’s mother Maye Musk, and Kim Kardashian, who joined back in 2018.
Although the company has not released official data, Xiaohongshu has reached the No. 1 spot for free downloads on both iOS and Android in the US. The platform has also seen the #TikTokRefugee hashtag explode, with over 24 million posts, taking over the feeds of many users.
Xiaohongshu has become a space for users from both countries to share experiences on topics ranging from grocery prices, rent, and healthcare to the relationship between mothers-in-law and daughters-in-law. Parents are comparing what their children learn in schools across the two countries. American users have asked about the Chinese perspective on LGBTQ issues, while Chinese users have advised Americans on what topics and keywords to avoid due to the platform's censorship policies.
While the Chinese government has long dismissed US allegations about TikTok, it has shown support for the "TikTok refugees." The People's Daily, China’s leading national newspaper, published an op-ed welcoming the influx of US users to Xiaohongshu, calling it a "new home" for users and emphasizing that "openness, communication, and mutual learning are the unchanging themes of mankind and the heartfelt desires of people from all countries."
As the political and regulatory future of TikTok remains uncertain, Xiaohongshu has found an unlikely role as a temporary refuge for TikTok users seeking to keep sharing and connecting online.
With PTI inputs