TikTok faces a potential ban in the U.S., leading tens of thousands of users, who call themselves “TikTok refuees,” to flock to the Chinese social platform “Xiaohongshu” or “Rednote” to express their dissatisfaction with Washington’s decision. Xiaohongshu (Rednote) soared 10 spots overnight in the U.S. Apple App Store rankings, reaching the top.
From TikTok to Xiaohongshu: What’s Driving the Shift?
What is Xiaohongshu (Rednote): A Brief Introduction
Xiaohongshu (Little Red Book or Red Note) is a versatile platform that blends social media and e-commerce. Users share content on a wide range of topics such as beauty, fashion, travel, fitness, and food.
For instance, many users post makeup tutorials, skincare routines, and fashion tips, while others share travel experiences with itineraries and hidden gems. Fitness enthusiasts also offer workout routines and diet plans.
Additionally, food lovers provide restaurant reviews and recipes, while home decor aficionados offer styling tips and DIY projects. Xiaohongshu (Rednote) is also a hub for honest product reviews, helping users discover the latest gadgets, clothing, and beauty products.
The platform integrates shopping features, enabling users to browse and purchase directly, blending social networking with online commerce.
As of 2024, Xiaohongshu (Rednote) has a predominantly female user base, with women comprising about 70% and men around 30%.
The Origin: U.S. Accusations Against ByteDance and the Chinese Government
TikTok, owned by ByteDance, faces U.S. accusations of being controlled by the Chinese government, posing a potential national security threat. Both Beijing and ByteDance deny these claims.
The U.S. Supreme Court heard TikTok‘s appeal last week on the “sell or ban” bill, suggesting it may uphold the ban. If TikTok doesn’t find a new owner by January 19, it will be banned in the U.S.
ByteDance has not yet indicated any intention to sell TikTok.
Why Xiaohongshu (Rednote) Is Chosen and the Tiktok Refugee Meme
As of 8 PM on Tuesday (January 14), the hashtag #TikTokrefugee has surpassed 120,000 posts and nearly 100 million views.
According to data from mobile app analytics company Sensor Tower, Xiaohongshu (Rednote) ranked 11th on the U.S. Apple App Store on Sunday (January 12), but within a single day, it surged 10 spots to reach the top of the free app chart.
Douyin in China is limited to domestic users, while Xiaohongshu (Rednote) has been updated to resemble TikTok.
Many U.S. users have stated that they turned to Xiaohongshu (Rednote) instead of other American social platforms as a protest against the U.S. government’s ban on TikTok.
Some American netizens sarcastically commented, “The U.S. government is worried about TikTok stealing our data, so we’ll just bring it here and deliver the data ourselves.”
The “TikTok refugee” meme reflects users moving to platforms like Xiaohongshu (Rednote) as alternatives to TikTok, driven by concerns over data privacy and government bans.
How Chinese Users Are Taking It?
Many Chinese Xiaohongshu (Rednote) users were surprised to find their app changed overnight, filled with English posts from new U.S. users. However, most have welcomed these newcomers.
Chinese users on Xiaohongshu express that they really like these TikTok Refugees as their foreign friends.
Unlike Douyin (Chinese Tiktok), which is limited to Chinese users, Xiaohongshu (Rednote) has an international version, but the content on both the Chinese and international versions is interconnected, allowing TikTok Refugees to share content and interact with Chinese users on the same platform.
This has fostered significant cross-border cultural interaction between the East and West. Users from both regions communicate via AI translation, sharing tips on using Xiaohongshu (Rednote), recipes, travel recommendations, and more, despite some awkward translations.
Xiaohongshu: Political Statement or Grassroots Response?
Assistant Professor Gan Liyi from the Defence and Strategic Studies Institute at the S. Rajaratnam School of International Studies, Nanyang Technological University said,
“On one hand, you could view the migration from TikTok to Xiaohongshu (Rednote) as a political act. On the other hand, it can also be seen as a non-political act. TikTok Refugees want to express their voices through digital tools. This is a very grassroots response in the digital space, transcending the zero-sum logic we currently see in U.S.-China relations.”
She pointed out in an interview that Xiaohongshu (Rednote) is user-friendly and meets basic needs in sharing, business, and self-expression, making it highly attractive to cross-border users.
From Xiaohongshu (Rednote)‘s rise in China to the shift of “TikTok refugees,” digital platforms are transforming how people connect and share lifestyle trends.
These spaces, especially in China, foster creativity and community, and it’s exciting to see how the evolving digital landscape will shape global interactions.
Ready to be part of it? Apply now with ApplyForChina!
