Another Chinese Viral Social App Xiaohongshu Gaining Popularity Among American TikTok Refugees
As the anticipated TikTok ban looms in North America, set for January 19, 2025, a significant wave of users is migrating to Xiaohongshu, also known as Little Red Book or Rednote. This transition marks a pivotal moment in social media dynamics, particularly as American users, often referred to as “TikTok refugees,” seek new platforms to express themselves and connect with others.
User Migration Statistics and Trends
Reports indicate that Xiaohongshu has seen a surge in users since the TikTok ban was announced. With approximately 200 million active users monthly, the platform is experiencing an influx of individuals from diverse backgrounds, particularly young people and international students from China. Many are using translation tools to navigate the predominantly Chinese-language environment of Xiaohongshu, leading to a unique blend of cultures and content types.
The Irony of Xiaohongshu’s Name
The app that Americans are flocking to as a TikTok alternative is Xiaohongshu, or RedNote, which translates to “Little Red Book.” This name carries significant historical weight, as it alludes to Mao Zedong’s Little Red Book, a mandatory collection of his quotes and philosophies that symbolized the Cultural Revolution in China.
During that era, carrying this book was not just encouraged; it was enforced, with severe consequences for those who questioned its teachings.
While Xiaohongshu serves as a modern social media platform for sharing lifestyle content, the irony of its name is striking. As users engage with the app, they inadvertently step into a digital realm that echoes the past, where loyalty and control were paramount.
The juxtaposition of this app’s purpose with its historical namesake raises intriguing questions about cultural identity and the nature of expression in today’s interconnected world.
Cultural Dynamics and Content Moderation
Xiaohongshu is known for its strict content moderation policies. Users have quickly learned that discussions around sensitive topics such as politics and LGBTQ+ issues can lead to automatic flags or bans. For instance, posts explicitly stating there are only two genders in China have sparked debates among users, reflecting broader societal views on gender identity within the country.
Moreover, the platform has become a space where cultural exchanges between Chinese and American users are taking place. Some American users have noted a trend where positive remarks about China, such as praising its infrastructure or cuisine, are well-received, while criticisms can lead to backlash. This cultural dynamic is further complicated by the presence of “foreigners praising China,” which some local users appreciate but others view with skepticism.
Racial and Political Commentary
The arrival of new users has also brought about troubling trends. Reports indicate an increase in racially charged posts and derogatory comments towards various ethnic groups. Some users have expressed concerns about the “toxicity” from TikTok spilling over into Xiaohongshu, leading to an environment where racist sentiments are more openly discussed.
For example, one user noted how discussions around race have become more prevalent, with some individuals expressing fetishistic views towards Asian women while simultaneously harboring negative sentiments towards Asian men. This duality highlights a complex intersection of admiration and prejudice that is emerging on the platform.
Examples of American Migrating From TikTok to Xiaohongshu
The Chinese people on Xiaohongshu are now asking Americans for help with their English homework.
Americans introducing themselves and overwhelmed with joy to be able to communicate with Chinese people in Chinese on XiaoHongShu.
The American migration to Xiaohongshu is creating an unprecedented cultural exchange, with users adapting to a platform not in their language. As newcomers learn from Chinese users about content policies and share subtitled videos, the app is becoming a hub for educational and lifestyle content.
Chinese users on Xiaohongshu are humorously referring to themselves as “your Chinese spy,” playfully suggesting they can monitor their new foreign friends while sharing cultural insights and etiquette tips. This lighthearted banter highlights the growing camaraderie between American TikTok refugees and Chinese users amidst the ongoing migration to the platform.
Xiaohongshu has become a platform for Americans to engage directly with Chinese users, fostering mutual understanding and appreciation that inadvertently highlights the shortcomings of U.S. government propaganda efforts.
Even an Italian mayor has created a Xiaohongshu account.
