Amid growing fears of a possible ban on TikTok in the United States, American users are rushing to Xiaohongshu, a Chinese social media application, which shot to the top of the US download charts. The app, which means “Little Red Book,” often shortened to RedNote by American users, has become a haven for so-called “TikTok refugees” protesting the looming restrictions.
What is Xiaohongshu, or “RedNote”?
RedNote is a unique short video platform that combines entertainment with e-commerce, allowing users to shop and leave product reviews. This app serves as an alternative to TikTok in China and has redefined the way Chinese people interact with both media and retail.
According to CNNFounded in 2013, Xiaohongshu is one of China's largest social media platforms, with 300 million users, according to research firm Qian Gua. Described as China's answer to Instagram, the app has become especially popular for sharing tips on travel, makeup and fashion. The app has gained traction in China and other regions with a Chinese diaspora, such as Malaysia and Taiwan. The majority of them are young women who use it as a de facto search engine for product, travel and restaurant recommendations, as well as makeup and skin care tutorials.
But while it has cornered the Chinese market, it hasn't gained much fame outside the Chinese-speaking world. Until now. On Tuesday, Xiaohongshu, dubbed “RedNote” by US users, was the most downloaded free app in Apple's US app store.
Why is “RedNote” everywhere?
According to CNN, Xiaohongshu, or “RedNote,” is becoming increasingly popular worldwide in the same week that TikTok could go offline in the US. More than 700,000 new users joined Xiaohongshu within two days, Reuters reported, citing a person close to the company. CNN has reached out to Xiaohongshu for comment.
As of Wednesday, the hashtag “TikTok refugee” had nearly 250 million views and more than 5.5 million comments. Many of the US users had joined them as an act of resistance against Washington's move on TikTok.
“Our government is crazy if they think we will support this TikTok ban,” said a user named Heather Roberts in a video message on Xiaohongshu, which has amassed more than 45,000 likes. “We just go to a new Chinese app, and here we are.”
“This is so much better than TikTok,” said another self-described “refugee” in a video message. “Americans are coming here…I'm sorry you hate us, but I promise we'll do our best.”
With more than 170 million users in the US, it is unclear which rivals stand to gain the most if TikTok is banned. According to some experts, the biggest influx of users could be on well-known social media sites like Instagram and YouTube. However, some people may use other apps if they are looking for something different.