The United States is inching ever closer to a ban on social media platform TikTok on 19 January and it would seem that American TikTokers, or ‘TikTok refugees’ as they are calling themselves, have found a rather surprising new home in Chinese social media platform Xiaohongshu.

Over the past 48 hours, mentions of Xiaohongshu have “significantly” surged across mainstream and social media platforms.



Interest in Xiaohongshu also “exponentially” increased by over 1,000% since last week, culminating in an estimated 2.9 billion potential impressions on January 13 alone, according to media intelligence firm Truescope. The majority of the media coverage originates from the United States.



So what exactly is Xiaohongshu and why do you need to need to pay attention? PRovoke Media breaks it down below.

What is Xiaohongshu?

Xiaohongshu, which is also known as Red Note in English, is a social media platform that initially began in 2013 as a travel guide for China shoppers.

red note xiaohongshu

Today, the app is similar to Instagram or even TikTok and allows for text and image posts as well as lives, live streaming, and social commerce. Users can scroll through curated posts, like and comment on them. They can also film or put up their own posts directly in-app and edit videos through the app itself.

The app has since topped US App store charts.

What is on Xiaohongshu?

Upon downloading Xiaohongshu, you will be presented with a myriad of videos related to your interests which, if you understand Chinese, you can pre-select before joining.

Currently, the app is filled with videos of Americans trying to figure out how the app works and making jokes at the US government. Some content creators have taken it a step further and are already posting their usual videos, such as cooking tutorials or vlogs on the app.

Existing Chinese users are also taking the opportunity to make videos teaching new users basic Chinese, detailing the unofficial rules of the community and reintroducing themselves to a new influx of foreign users.

What are people saying about it online?

Analysing conversations across Meta platforms (Facebook and Instagram), Reddit, and TikTok, Truescope identified contrasting narratives. Many users on Meta’s platforms as well as on Reddit expressed frustration with the US government's position on TikTok, perceiving a potential ban as governmental overreach.

Adopting Xiaohongshu was framed as a symbolic act of protest, highlighting users’ resistance to perceived restrictions on digital freedoms, it said. Additionally, netizens found humour in the irony of American TikTok users shifting to another Chinese-owned platform amidst national security concerns.

In contrast, sentiments on TikTok were positive towards Xiaohongshu. Users expressed approval and a strong preference for Xiaohongshu, citing the platform’s unique social media experience, cultural richness, and opportunities for meaningful cross-cultural engagement. Heartwarming interactions with Chinese netizens were also frequently highlighted. A minority of users shared that they intended to remain on Xiaohongshu regardless of TikTok’s status, praising its distinctive features, said Truescope.

“The recent surge in mentions of Xiaohongshu underscores a fascinating intersection of digital freedom, cultural exchange, and social media innovation. With the debate around TikTok, Xiaohongshu is emerging as a compelling platform as it surged to the number one downloaded app in the US. The growing interest in XHS reflects a broader shift in consumer behaviour, driven by a desire for community and cultural diversity in the digital landscape," said Kelvin Koh, managing director of Truescope.

This comes as the US faces a social media shake up particularly after Meta founder Mark Zuckerberg said that he would be ending the current third-party fact-checking programme in the United States and begin moving to a community-based programme called Community Notes.

With Meta moving in the direction of Elon Musk’s X and TikTok on the verge of a ban, time will only tell what the social media scene in the US will end up looking like in the coming months.