With the looming threat of a ban in the U.S., millions of American TikTok users are already migrating to another Chinese social media app called Xiaohongshu, known as RedNote. The use of the hashtag #TikTokRefugee has emerged as users who called themselves “TikTok Refugees” are moving to this platform in search of a new digital home or is a form of protest against the ban.
The U.S. Supreme Court seems unlikely to intervene with a law forcing TikTok to either cut its ties with the China-based parent company, ByteDance, or shut down in the U.S. by January 19. The legislation reflects concerns about potential Chinese government access to American users’ data.
What is Xiaohongshu (RedNote)?
Xiaohongshu is a social networking and e-commerce platform founded in 2013 by Miranda Qu and Charlwin Mao. The app is popular among women in their 20s and 30s, where users can exchange advice and discuss everyday concerns, much like Reddit in function.
Until the end of December, Similarweb data told The New York Times 85 percent of Xiaohongshu’s traffic was still coming from China. Sometimes referred to as “China’s answer to Instagram,” the app boasts more than 300 million active users. The platform still pales in comparison to giants such as Douyin (the Chinese version of TikTok) and Weibo, a Twitter-like app. However, this current interest outside China could be telling.
How does Xiaohongshu differ from TikTok?
Unlike TikTok, Xiaohongshu was not designed for English-speaking audiences. Its name, Xiaohongshu (literally “Little Red Book”), is a playful nod to Mao Zedong’s famous collection of quotations.
A standout feature of Xiaohongshu is its content algorithm, which prioritizes user interests over follower-based content. Many users believe this approach fosters originality and minimizes the influence of powerful creators.
Xiaohongshu’s parent company, Xingin Information Technology, is based in Shanghai and has continued to lead Xiaohongshu’s growth. As the app gains popularity outside of China, Xiaohongshu may be in a position to redefine its global footprint as TikTok struggles in the U.S.
