As the potential ban on TikTok looms in the United States, a significant number of American users are turning to RedNote, a Chinese social media app officially known as Xiaohongshu. The app, long popular in China for lifestyle content and cultural exchange, has surged to the top of Apple's US App Store, creating a new frontier for digital interactions between American and Chinese users.
Founded in 2013, Xiaohongshu, which translates to "Little Red Book," boasts over 300 million monthly users, predominantly in Mandarin-speaking regions. Described as a hybrid of Instagram and TikTok, the app facilitates the sharing of lifestyle tips, travel advice, and fashion insights. It is now rapidly gaining traction among US users, many of whom are leaving TikTok in defiance of Washington's efforts to regulate the platform.
The hashtag "TikTok refugee" has gained massive traction on RedNote, with nearly 60 million views and 1.7 million comments as of this week. Heather Roberts, a prominent user, expressed her frustration with the US government's approach, saying in a video post, "Our government is out of their minds if they think we're going to stand for this TikTok ban. We're just going to a new Chinese app, and here we are."
RedNote's popularity coincides with the Supreme Court's impending decision on TikTok, which faces a January 19 deadline to either sell its US operations or risk being banned. TikTok, owned by ByteDance, has resisted calls to divest, citing potential violations of free speech rights for its 170 million US users.
The influx of American users has sparked a unique cross-cultural exchange on RedNote, with many newcomers pledging to respect the platform's established community. "Just a quick message for the American users coming over here: Please don't bring politics here. We want to enjoy and respect the people who are already here," one user posted.
Chinese users, in turn, have largely welcomed their new counterparts, offering tutorials and advice to help them navigate the app. One Chinese user commented, "It feels like so much has changed in an instant. Ordinary people from our two countries have never really connected before ... I hope everyone can take this brief chance to engage in meaningful exchanges of ideas."
Ivy Yang, founder of the consulting firm Wavelet Strategy, sees the migration as a rare opportunity for organic cultural exchange. "This community building happening in real time could have lasting impact," Yang noted, adding that users are finding innovative ways to bridge language and cultural gaps.
Despite its newfound appeal, RedNote faces scrutiny over censorship concerns and potential ties to the Chinese government. Critics point to past instances where politically sensitive topics have been censored on the app, echoing concerns that have dogged TikTok. In Taiwan, government officials are restricted from using RedNote due to fears about data security.
However, these issues have not deterred many US users, who see RedNote as both a refuge and a fresh platform for creativity. "I wasn't able to actually read the terms and conditions since they were in Mandarin, but I took my chance," said Marcus Robinson, a fashion designer from Virginia who joined the app to promote his clothing brand.
For others, the platform represents a chance to connect with a culture previously out of reach. RedNote has "opened my world up to China and its people," said Sarah Fotheringham, a Utah-based school worker. "I am now able to see things I never would have seen, learning about regular Chinese people and their culture."
As TikTok's fate remains uncertain, RedNote's appeal continues to grow. Some users, like Tennessee tech worker Sydney Crawley, have quickly built substantial followings on the platform. Crawley noted she had gained over 6,000 followers within 24 hours of joining and plans to maintain her presence on RedNote regardless of TikTok's future.
