Chinese social media platform RedNote, known locally as Xiaohongshu, has seen an unexpected surge in users from the United States, nicknamed “TikTok refugees,” as fears of possible US ban on TikTok drove Americans to explore alternatives.
The influx of over 700,000 new users sparked a mix of excitement, curiosity, and controversy on the platform.
Chinese users greeted the newcomers with selfies and messages of welcome, while Beijing highlighted the importance of cultural exchange.
Chinese foreign ministry spokesperson Guo Jiakun said during a press briefing, “China has always supported and encouraged strengthening cultural exchanges and promoting mutual understanding among the peoples of all countries.”
RedNote, typically used for lifestyle recommendations such as beauty tips and food reviews, became an unexpected bridge for US-China interactions. Users on both sides were swapping questions about pets, food, and daily life, marking a rare opportunity for direct engagement.
“There were not many such opportunities to directly interact with Americans in the past,” said Jacob Hui, a translator from Hangzhou, who joined a live chat co-hosted by influencers from both countries. Hui even asked about popular video games in the U.S., embracing the platform’s newfound role in fostering cross-cultural dialogue.
While state broadcaster CCTV described the platform as a “new home” for TikTok users, not everyone was pleased with the development. Some Chinese users expressed frustration over the changes to the platform’s content, while nationalist bloggers warned of potential American influence.
Ren Yi, a Harvard-educated commentator and grandson of a former Chinese Communist leader, wrote on his WeChat blog, “Propagandists from the United States can easily achieve their goals by following a simple routine – first praise you a few words to make you ‘relax your vigilance,’ and then bring their own goods to subtly influence you.” His post, initially published on Wednesday morning, was later deleted.
Independent industry analyst Liu Xingliang suggested the surge in RedNote’s popularity might be short-lived. “American netizens are in a dissatisfied mood, and wanting to find another Chinese app to use is a catharsis of short-term emotions and a rebellious gesture. You can see that Xiaohongshu is also caught unprepared; the experience on it is not very good for foreigners,” Liu said.
The surge in foreign users posed challenges for RedNote. Reuters reported that the platform was scrambling to develop English-language moderation tools and translation features to cater to its growing international audience. Some U.S. users also tested the platform’s censorship boundaries, with reports of posts about sensitive topics like the 1989 Tiananmen Square crackdown being removed.
China’s strict “Great Firewall” typically limits access to foreign social media platforms such as Instagram and X, while Chinese platforms like Weibo require local phone numbers for registration. RedNote’s lack of such restrictions made it uniquely accessible to international users, further fueling its appeal in the wake of TikTok’s potential ban.
For now, RedNote remains a lively forum for cultural exchange, but its future as a haven for “TikTok refugees” will depend on its ability to adapt to the challenges posed by its growing international audience.
