“For these TikTok refugees, they need to discover an alternate 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 cell quantity to register for an account.
Like TikTok, a part of Xiaohongshu’s attraction is in its algorithm’s means to push site visitors to a creator’s content material whatever the variety of followers.
“The platform is supporting strange customers to develop their account,” mentioned Meng.
Professor Min Ye from Boston College’s Pardee Faculty of World Research mentioned she was “shocked” 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 after we see no viable different however to simply accept an unwelcome or discriminatory end result, younger customers typically discover modern methods to adapt and voice their views. They might form modifications in each America and China.”
Generally known as RedNote in English, the app is usually hailed as China’s reply to Instagram and has been the go-to on-line area for Chinese language social media customers for watching and resharing quick movies. Additionally it is utilized by manufacturers and companies to host buying movies and livestreams.
It’s extremely common amongst Chinese language vacationers, with many journey influencers sharing meals, lodging and vacationer sizzling spot suggestions all over the world.
Due to its primarily feminine person base, make-up tutorials and womenswear suggestions are additionally common 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, notably with Chinese language talking communities.
“Xiaohongshu’s worldwide person base largely depends on Chinese language individuals residing abroad,” Hau mentioned. “We imagine 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 person Sara627 in a publish sharing primary recommendations on utilizing the social media platform.
With the inflow of recent US customers into Xiaohongshu, observers say it has opened a uncommon window for People to study extra about China, and vice versa, by means of 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.
