“For these TikTok refugees, they need to discover another platform that’s owned by a Chinese language firm, (that) is extra Chinese language than TikTok,” mentioned Meng Ziying, a PhD researcher from Australia’s College of Melbourne.
For abroad customers, Xiaohongshu can be extra accessible, in comparison with others like Douyin, the Chinese language model of TikTok, which requires a Chinese language cellular quantity to register for an account.
Like TikTok, a part of Xiaohongshu’s enchantment is in its algorithm’s capacity to push visitors to a creator’s content material whatever the variety of followers.
“The platform is supporting abnormal customers to develop their account,” mentioned Meng.
Professor Min Ye from Boston College’s Pardee College of International Research mentioned she was “stunned” by the “velocity and scale” of migration of TikTok customers to Xiaohongshu.
“It serves as a humbling reminder, even for a long-term observer of US-China relations, that once we see no viable various however to simply accept an unwelcome or discriminatory end result, younger customers usually discover progressive methods to adapt and voice their views. They might form adjustments in each America and China.”
Often called RedNote in English, the app is commonly hailed as China’s reply to Instagram and has been the go-to on-line house for Chinese language social media customers for watching and resharing brief movies. It’s also utilized by manufacturers and companies to host purchasing movies and livestreams.
It’s extremely in style amongst Chinese language vacationers, with many journey influencers sharing meals, lodging and vacationer scorching spot suggestions all over the world.
Due to its primarily feminine consumer base, make-up tutorials and womenswear ideas are additionally in style on the app.
City “white-collar” girls between the ages of 25 and 34, make up near 70 per cent of the app’s customers, mentioned Jeffrey Hau, co-founder and director of Prizm Group, a digital advertising and marketing company.
It has gained enormous followings in different international locations like Thailand, Singapore and Malaysia, significantly with Chinese language talking communities.
“Xiaohongshu’s worldwide consumer base largely depends on Chinese language folks dwelling abroad,” Hau mentioned. “We consider it’s because of the nature of the content material, which is principally (hosted) within the Chinese language language.”
CROSS-CULTURAL EXCHANGE
Native Xiaohongshu customers have largely been welcoming of the “TikTok refugees”.
“Hello! TikTok refugee. Welcome,” mentioned Chinese language consumer Sara627 in a publish sharing primary tips about utilizing the social media platform.
With the inflow of latest US customers into Xiaohongshu, observers say it has opened a uncommon window for Individuals to study extra about China, and vice versa, via direct exchanges and interactions.
Posting selfies and movies, new Xiaohongshu customers started introducing themselves to Chinese language customers. Utilizing the search time period “TikTok refugee”, many shared movies documenting their expertise on the app and what satisfied them to make the change.
