Following reports of a possible TikTok ban in the United States, American users are flocking to RedNote, a Chinese social media app.
With over 700,000 new users joining the platform, many Americans are turning to RedNote, known locally as Xiaohongshu, as an alternative to the popular short-video app.
Initially designed as a lifestyle platform focused on beauty, travel, and food, RedNote has now become a cultural exchange hub. Users from the U.S. and China are engaging in lively discussions about favourite dishes, tourist spots, and daily life experiences.
Posts welcoming “TikTok refugees” have flooded the platform, creating a buzz among its predominantly young and female Chinese audience.
Jacob Hui, a translator from Hangzhou, posted that he was pleased about interacting with American users on the platform. “It’s rare to have such direct conversations. I even got to ask about video games in the U.S.,” he said, highlighting the growing dialogue between users from the two nations.
Despite the warm reception from many, not everyone is thrilled. Some Chinese users and nationalist bloggers have spoken about the platform being influenced by foreign perspectives.
A user, Ren Yi cautioned against the subtle introduction of American ideologies through RedNote.
The surge in foreign users from TikTok has also exposed challenges for the RedNote platform. While RedNote’s single-version app allows global access, it has struggled to moderate English-language content effectively.
Recent reports reveal that the app is working on developing translation tools and expanding its moderation capabilities.
The sudden popularity of RedNote reiterated its prospects for global outreach. Unlike other Chinese platforms like WeChat or Douyin, which maintain separate domestic and international versions, RedNote’s unified interface offers a unique opportunity to bridge cultures.
However, there are underlying issues. Some new users have tested the limits of China’s online censorship, attempting to discuss sensitive topics. Observers believe this trend, while currently working, may not last.
Liu Xingliang, an industry analyst, noted, “This seems to be a short-term emotional response. Many are exploring the platform out of curiosity.”
RedNote’s history is rooted in its 2013 origins as a shopping guide for Chinese tourists. Over the years, it has evolved into a lifestyle platform with over 300 million active users and backing from investors like Alibaba and Tencent.
With the app working through this unexpected international spotlight, its ability to manage diverse content and maintain user engagement will determine its success in the long run.
For now, RedNote is a digital meeting point for two cultures, facilitating dialogue.
