As the trending TikTok ban looms in the United States this week, a Chinese app, RedNote, is making waves. Also known as Xiaohongshu in China, the app has attracted a surge of users over 5,00,000 TikTok users have made the switch in light of concerns about the ban.
In China, Xiaohongshu, which translates to "Little Red Book," has become a major lifestyle platform, allowing users to share daily moments and offer recommendations. Here's a closer look at RedNote and what it has to offer:
What is RedNote?
RedNote is often described as China's version of Instagram, catering to users interested in lifestyle topics. The name Xiaohongshu has historical roots, referencing a collection of quotes by former Chinese leader Mao Zedong.
Today, the app is a key search engine in China for lifestyle tips, with popular subjects including beauty, fashion, travel, and food. The majority of its users are young and female. Unlike TikTok or Instagram, RedNote has a unique interface that allows users to view multiple posts, whether videos, photos, or longer texts, all at once.
Beyond content sharing, the app also lets users engage in discussions, connect through calls, and shop. Recently, RedNote has been working on improving its livestream sales features. As of 2023, RedNote reported more than 300 million monthly active users.
Who Created RedNote?
RedNote was co-founded in 2013 by Miranda Qu, who serves as president, and Charlwin Mao, the CEO. Initially launched as "Hong Kong Shopping Guide," the app aimed to help Chinese tourists find recommendations while traveling.
Does RedNote Plan to Expand Globally?
While most of RedNote’s users are still based in China, the app is starting to see an influx of international users. Though the app does offer language-switching options, much of the content is still in Mandarin. The wave of new users from TikTok seems to have caught RedNote by surprise, and the company is now working on tools to help moderate English-language content and enhance translation features.
Unlike other platforms like WeChat or TikTok, which have separate international and domestic versions, RedNote operates with a single version of the app. Company leaders are eager to take advantage of this unexpected global attention and hope to achieve the same level of recognition as TikTok. However, they have yet to comment on these developments.