As TikTok ban looms, users turn to Chinese app 'Red Note'

In fact, the app's name doesn't even have a good English translation: Xiaohongshu is just a transliteration of its Chinese name. Little Red Book. While the literal translation of “Little Red Book” may remind English-speaking users of former Chinese leader Mao Zedong's collection of speeches and propaganda slogans of the same name, it has a different meaning in China, where users interpret it as Reliable User Source – Generate suggestions for everyday things, like which restaurant to go to or which cosmetics to buy.

The recent influx of US users has certainly attracted the attention of Xiaohongshu’s existing user base. David Yang, a Chinese master's student currently living in Paris, suddenly discovered on Sunday that his Xiaohongshu was full of American users. He has seen some non-Chinese creators interested in coming to the platform to attract Chinese fans before, but never on such a large scale.

Now, when he scrolls through the Xiaohongshu homepage, about a quarter of the content comes from so-called TikTok refugees, according to a screen recording he shared. “Some of them ask Chinese people what they think about certain issues, like America, LGBT, or other social issues. Some also invite Chinese users to ask them questions. Some just use the app like TikTok and post whatever they Content that you think is funny,” Yang told Wired. He added that the concentration of authentic, personal content shared by regular people rather than polished influencers is refreshing.

Chinese Xiaohongshu users are fascinated by the influx of new voices. Most of them, especially those who speak English, extended a welcoming hand, liking videos posted by TikTok refugees and following their accounts. Some spent time trying to explain how the app worked to people who had difficulty navigating it due to language barriers.

Sarah Fotheringham from Utah, a TikTok user since 2021, told Wired that although she relied on Google Translate to use the platform, she had a surprisingly good time on Xiaohongshu. During her first two days on the app, she spent several hours a day and posted four videos, the last of which explained American school lunches to Chinese users. “People helped in a variety of ways, from navigating the app to adding subtitles to videos to translating,” Fotheringham said. “A Chinese user commented on my video. She said, 'Wow, it's like looking over the Chinese wall.'” For me, it was my first entry. “

“Most (new Xiaohongshu users) are probably in the curiosity stage. I think over time there may be moments of culture shock or controversy, but it will be part of the process of them getting to know each other on a deeper level,” Yang explain.