(Photo: Getty Images)
It has been an extraordinary week in China as netizens wake up to the news of thousands of new American users joining Xiaohongshu every day. Also known as "Little Red Book" or "RedNote" in English, Xiaohongshu is a Chinese social media and e-commerce platform founded in 2013. The app integrates community, content, and commerce, allowing users to share lifestyle content such as product reviews, travel experiences, and personal stories. As of September 2024, Xiaohongshu had 218 million monthly active users in China.
Recently, however, the platform has seen a significant surge in U.S. users, driven by concerns over a potential TikTok ban. This shift has resulted in increased cross-cultural exchanges between American and Chinese users. Xiaohongshu has climbed to the top trending spot in app stores across the United States and beyond.
Strained diplomatic relations between the two countries have long dominated headlines, but this digital shift offers a rare insight into the growing connection between everyday Americans and Chinese citizens. It highlights how these interactions transcend political boundaries and challenge the stereotypes that people in both nations often hold about each other.
The reasons behind the influx of U.S. users—who now call themselves "TikTok refugees"—joining Xiaohongshu are varied. Some point to the app’s features, which combine elements from popular platforms like TikTok, Instagram, and Reddit. However, the majority of American users say they joined the Chinese app primarily as an alternative to TikTok, largely in opposition to the potential TikTok ban. Many of these users chose to turn to Rednote as a form of protest against the US government's stance on the popular app.
US officials and lawmakers have repeatedly claimed that TikTok, owned by the Chinese tech firm ByteDance, poses a national security risk due to its alleged ties to the Chinese government—allegations that both TikTok’s CEO and ByteDance have vehemently denied.
This surge of new users has propelled Xiaohongshu to the top trending spot in app stores across the United States and beyond. As of Monday, the app recorded 3.4 million daily active users in the U.S. across both iOS and Android devices, a dramatic increase from just 300,000 the previous week.
With so many American users joining each day, Xiaohongshu has emerged as an unexpected platform for grassroots cultural exchange. It highlights the desire for connection among citizens from both countries, even as their governments continue to struggle with diplomatic tensions.
This incident has greatly sparked a wave of curiosity among Chinese netizens of all age. "I think this trend is very interesting for Chinese people. This is the first time ordinary Chinese have had the opportunity to interact with Americans on such a large scale," said Shelby, a 28-year-old who has been living and working in Beijing for several years. He expressed excitement about how Xiaohongshu has quickly transformed into a platform for people-to-people exchanges between the two countries. "We’ve never seen anything like this happen before. It’s made us realize that Chinese and American people are more similar than we think—more connected and alike despite the differences in our governments. We all share a curiosity about new places and cultures, and we all want peace and prosperity for everyone," he said.
American users on Xiaohongshu have been sharing a wide variety of content, with the most popular posts focusing on daily life in the U.S. These include titles like "A Day in the Life of an American high school student," ,"American school lunch," and "What an American House Looks Like." These posts have given Chinese netizens a rare glimpse into American culture and daily life.
With so many American users joining each day, Xiaohongshu has emerged as an unexpected platform for grassroots cultural exchange. It highlights the desire for connection among citizens from both countries, even as their governments continue to struggle with diplomatic tensions.
"For the first time in my life, I got to see what American houses look like and what American people eat every day," said Shen Qiao Zhun, a 34-year-old taxi driver in Beijing. Zhun, who has been using Xiaohongshu for a couple of years, praised the platform's newfound vibrancy, especially now that it has attracted international users. "Since we cannot use international apps in China, we always felt distant from the outside world. Now that people from the other side of the world are joining a Chinese app, it feels like the barriers between us have suddenly been removed," he said.
It's not just Chinese users who have embraced the influx of American users on Xiaohongshu; many Americans have expressed their excitement about joining the platform as well. One American user shared a video saying, "I’ve been on this app for just a few seconds, and in these seconds, I’ve learned more about China than I’ve been taught in my entire life. I feel like we’ve been lied to. I want to go to China now." In response, a Chinese user commented, "My dear American friends, you are not refugees in our eyes; you are explorers. Welcome to explore our world."
Chinese netizens have tried taking the full advantage of this newfound digital connection as some users have not shied away from asking American users for help with their English assignments.
One of the most heartwarming phenomena involves US users responding to "Li Hua," a fictional pen pal featured in Chinese middle school English exam assignments. For decades, Chinese students have written letters as "Li Hua" to foreign pen pals, describing their interests and daily lives, often ending with the hopeful line, "I am looking forward to your reply." Now, American users are bringing these fictional characters to life by responding to them with heartfelt messages of gratitude and solidarity, which have deeply resonated with Chinese users. This act has sparked nostalgia and warmth for both American and Chinese users, especially with many Chinese users recalling their own "Li Hua" letters from their school days.
The trend doesn't stop there. Photos and videos of American individuals and even entire families sharing selfies with the note “Hello from America” have become a common sight on the app. Many of these posts have been met with similar "Hello from China" selfies from Chinese individuals and families, further promoting the sense of connection between the two countries. Zhun, a 34-year-old taxi driver from Beijing, shared his experience: “I saw a video of a young boy saying, ‘Ni Hao, China. I want to learn Chinese. Will you help me?’ I commented on the video, saying I’d be happy to help, and we connected instantly. We had a great conversation, and I wish I could make more American friends,” Zhun said.
This type of exchange is becoming increasingly common. Many American users on Xiaohongshu are eager to learn Chinese and often post videos introducing themselves with phrases like, “你好小红书。我是美国人。我想学习中文。很高兴认识你们,” which translates to, “Hi Xiaohongshu. I am an American, and I want to learn Chinese. Nice to meet you all.” One notable example is an American user, who goes by the username philthefixer, who posted a video of himself trying to speak Mandarin. In the video, he humorously says, “我一直认为普通话太难学。现在我学它只是为了激怒美国政府,” which translates to, “I always thought Mandarin was very difficult to learn. Now I’m learning it just to spite the US government.”
This has not only impacted the platform itself but also other apps within the digital ecosystem. Popular language-learning platforms, such as Duolingo, have experienced a sharp increase in Mandarin learners following the rise of Xiaohongshu’s US user base. Duolingo, which offers free lessons in a variety of languages, reported a 216% increase in Mandarin learners in the past week compared to the same period last year. In contrast, Spanish, one of the app's most popular languages, saw a 40% increase over the same timeframe. The surge in Mandarin learners has positively affected Duolingo’s financial performance, with shares rising nearly 7% in the second half of January.
Meanwhile, Chinese media outlets also reported a spike in Xiaohongshu’s share prices after the app reached the top of the Apple App Store charts in the United States on Wednesday morning. The platform's newfound prominence has had a ripple effect on the digital landscape.
However, while many American users have embraced the app to learn Chinese and immerse themselves in the platform, some have expressed concerns about the language barrier. International users without Mandarin knowledge have found the lack of translation features on the Chinese app to be a challenge. The app's limited translation options made it difficult for non-Chinese speakers to navigate and fully engage with content.
In response to this feedback, Xiaohongshu quickly acted to improve the user experience. On January 19, just one week after the surge in users began, the app announced the launch of a new real-time translation feature. This update allows users to easily access translations within the app, addressing language barriers and enhancing usability for international users. Reports indicate that Xiaohongshu teams have been working around the clock since January 13 to accommodate the rapid influx of users and meet the growing demand for translation services.
With these updates, the app’s response to user needs reflects its commitment to making connections between people from different backgrounds more accessible and meaningful.
A fleeting moment?
On January 20, following his inauguration, President Trump signed an executive order that effectively delayed the federal ban on TikTok by 75 days. This order was seen as a temporary reprieve for the app, which has been under increasing scrutiny from the US government over national security concerns and its alleged ties to the Chinese government. The executive order did not provide a permanent solution for TikTok but instead extended the deadline for the app to either sell its US operations to an American company or comply with US government demands.
While the Trump administration had previously pushed for a sale of TikTok's US operations to American companies, this new executive order merely postponed the action, allowing more time for negotiations and potential resolution. Following the signing of the order, TikTok’s servers in the United States were reactivated, and users were able to access the app once again.
However, this did not fully resolve the situation. The app remained unavailable for new downloads or updates on the US App Store, a move that was part of the broader efforts by the government to pressure TikTok. Without access to the App Store, new users were unable to download TikTok, and existing users faced limitations in receiving updates. This created uncertainty about whether a final sale of the app’s US operations would take place, or if further government actions would affect its availability in the country.
As the future of TikTok in the US remains uncertain, the unfolding events surrounding Xiaohongshu present a moment of both opportunity and challenge for cross-cultural exchange.
Amidst these ongoing developments, both Chinese and American netizens hope that, regardless of the U.S. government's decisions, the newfound camaraderie and unity among users from both countries will endure. Many Americans on Rednote, have been posting messages expressing their desire to stay on the platform, no matter what happens with TikTok's future.
“I’m here to stay, I’m not going anywhere. Your massive support, curiosity, and appreciation for what I do is unlike anything I’ve experienced, even in America. I am extremely grateful to be here as long as I am welcomed,” said GeorgeSpacesOut, a popular space photographer who recently joined Xiaohongshu. George, who came to the app just a week ago after hearing about the TikTok ban, already has over 337.6k followers. Chinese netizens are enthusiastic about his content and often leave positive and curious comments about his space photography.
However, this situation is not without its complications. Some Chinese netizens have raised concerns about the identity crisis the app may face, particularly within the Chinese internet community, as a result of this event. Xiaohongshu, which was initially designed to cater to Chinese users, is now overwhelmed by non-Chinese users, many of whom may not share opinions and ideas that align with Chinese regulations and cultural norms. This has sparked growing discussions about how Western users will navigate the app.
Xiaohongshu, like other Chinese social media platforms, operates within a highly regulated environment where content is closely monitored and censored to comply with the Chinese government’s policies and laws. Censorship is a fundamental aspect of how the platform functions and can impact what users can post, share, and view. The Chinese government employs a vast system of internet censorship, commonly known as the "Great Firewall," which restricts access to certain websites, apps, and content deemed politically sensitive or harmful to social stability. This censorship extends beyond blocking foreign websites like Facebook or Twitter to also include domestic platforms such as Xiaohongshu, WeChat, and Weibo, where content is filtered in real-time.
Many American users of Xiaohongshu have already noticed some of their posts being removed by the app. However, some Chinese state-owned news agencies have reported this trend in a positive light, while the government has remained largely silent on the issue.
“Only time can tell what will happen regarding this. For now, we can only enjoy this historic moment and make sure we are not creating negative content and are abiding by the rules of the platform,” says Shelby.
As the future of TikTok in the US remains uncertain, the unfolding events surrounding Xiaohongshu present a moment of both opportunity and challenge for cross-cultural exchange. Whether this newfound sense of unity between American and Chinese netizens will endure, and how both governments will handle the situation, remains to be seen.
(Philip Freeman, a Master's candidate in International Relations, and Aditi Baral, pursuing a Bachelor's degree in Economics and International Trade, are both students at the University of International Business and Economics (UIBE) in Beijing. Philip is an American citizen while Aditi is from Nepal.)
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