What is RedNote, the Chinese app that US ‘TikTok refugees’ are flocking to?

Hong Kong
CNN
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As Supreme Court justices consider the future of TikTok in the United States, a growing number of American social media users have responded by moving to an unlikely alternative: Xiaohongshu, a hugely popular social media app in China.

The app, which means “Little Red Book”, often shortened by American users to RedNote, rose to the top position on Apple’s US App Store on Tuesday.

Founded in 2013, Xiaohongshu is one of China’s largest social media platforms with 300 million users, according to research firm Qian Gua. Described as China’s answer to Instagram, the app has become particularly popular for sharing travel, makeup and fashion tips.

But while it has cornered the Chinese market, it has not gained much prominence beyond the Chinese-speaking world. Until now.

Xiaohongshu is rising in popularity worldwide in the same week that TikTok could potentially go offline in the US.

A growing number of American TikTok users have begun to appear on the platform, often saying they are doing so as an act of defiance against Washington’s move to control TikTok.

As of Tuesday, the hashtag “TikTok refugee” had nearly 60 million likes. views and over 1.7 million comments.

“Our government is out of their minds if they think we’re going to stand for this TikTok ban,” said a user named Heather Roberts in a video message on Xiaohongshu, which has garnered more than 45,000 likes. “We’re just going to a new Chinese app, and here we are.”

“This is so much better than TikTok,” another self-proclaimed “refugee” said in a video message. “Americans come here…so sorry you’ll hate us, but I promise we’ll do our best.”

CNN has reached out to Xiaohongshu for comment.

How do Chinese and American users interact on the platform?

The sudden migration of American users to Xiaohongshu has created an unlikely platform for Chinese and American users to interact with each other.

“I just want to assure you that we will try to find a way to communicate with you, be respectful of your community,” one user said. “We want to be good guests.”

Some American startups have appealed to their compatriots to respect Chinese users on the platform.

“Just a quick message to the US users coming over here: please don’t bring politics here. We want to have fun here, we want to enjoy here and we want to respect the people who are already here,” one user wrote .

Most Chinese users have warmly welcomed newcomers, with some even sharing video tutorials to help the new “TikTok refugees” navigate the app.

“This could be a historic moment,” commented one Chinese user. “It feels like so much has changed in an instant. Ordinary people from our two countries have never really connected before … I hope everyone can take this brief chance to engage in meaningful exchange of ideas.”

One person even seized the opportunity provided by the influx of American netizens to ask for help with their English homework in a viral post which got over 2,000 likes.

Ivy Yang, a Chinese technology analyst and founder of consulting firm Wavelet Strategy, said the new American users had “unexpectedly created one of the most organic forms of cultural exchange between the US and China that we have seen in recent years.”

“Users are finding creative ways to transcend language barriers, navigate cultural differences and coexist in fascinating ways,” she added. “This community building happening in real time can have lasting impact, and I’m cautiously optimistic.”

For a brief period in 2021, similar exchanges were also seen on the social media app Clubhouse, where Chinese and American users engaged in uncensored dialogue about sensitive topics in virtual chat rooms, before Chinese censors intervened to block the app.

Well, for one thing, Xiaohongshu wasn’t designed for English speakers, while TikTok isn’t in China at all.

Xiaohongshu’s name could be seen as a tongue-in-cheek reference to a red-covered book of quotes from the founder of Communist China, Mao Zedong.

One of the app’s key features is its content algorithm, which focuses on users’ interests rather than the people they follow. Some users say this promotes more original content and reduces the dominance of powerful influencers.

The company behind the app, Xingin Information Technology, was founded by Charlwin Mao and Miranda Qu and is headquartered in Shanghai.

TikTok is owned by Chinese internet company ByteDance and was tailored for a global audience. TikTok is also not available in China, where a sister app, Douyin, serves the domestic market.

Lemon8, a lifestyle community app also owned by ByteDance, is currently ranked as the second most downloaded app in Apple’s US store.

Lemon8 has a similar video sharing feature to TikTok. Modeled after Instagram and Pinterest, it was first launched in the US in 2023.

It is unclear whether the looming ban on TikTok could also jeopardize Lemon8’s operations in the US.

The US law, passed by Congress last year, says the divestment or ban requirement will generally apply to all apps owned or operated by ByteDance, meaning that while Lemon8 was not explicitly mentioned in the statute, the ban could also extend to platform.

CNN has reached out to ByteDance for comment.