What is Red Note and Why It's the Most Downloaded App in US & the World Now?
On Monday, January 14th, a significant shift in social media trends unfolded as Xiaohongshu, a Chinese social app, surged to the top of Apple’s App Store charts in the United States across all categories. This unexpected rise marked Xiaohongshu as the most downloaded app in the U.S., capturing widespread attention and curiosity.
Worrying about the potential ban decision for TikTok coming from the US Supreme Court, the American TikTok users found this alternative and called themselves "TikTok refugees". As of Monday, Xiaohongshu had also claimed the top spot on Canada’s Apple App Store and was climbing rapidly in the social networking category of Mexico’s App Store.
(screenshot from US Apple App Store website on Jan 14th, 2025)
What's Happening Right Now?
If TikTok does shut down in the U.S., the question arises: where will the 150 million American users migrate? Many seem to have already made their choice one week before the U.S. Supreme Court’s anticipated decision—moving to Xiaohongshu, which is also known internationally as “Little Red Book,” “Red Note,” or simply “Red.”
The "TikTok refugees" are creatively adapting to the new platform. Some use translators to generate simple Chinese greetings for their first "Red Notes," while others post directly in English. This influx has surprised Xiaohongshu’s 300 million Chinese users, who are now discovering a sizeable American presence on the app. This phenomenon has sparked a celebratory online atmosphere in China, with users actively engaging with their new American counterparts.
Since Chinese social apps publicly show every user’s IP country location when posting, people can quickly identify who are the real newcomers with the US IP location being shown and also the popular hashtag #tiktokrefugee.
It’s hard to recall what has ever happened in history since social media emerged that so many anonymous Chinese and Americans chatted so randomly and harmoniously in one channel. The Chinese welcomed US users’ arrival, openly answered their questions, shared tips, and sometimes created new funny internet memes. One example of this cross-cultural interaction is Chinese students uploading their English homework to ask for help from American users.
(Some screenshots from new TikTok Refegees on Xiaohognshu, chatting with Chinese users. Some funny things include Chinese students uploading their English homework to ask for help from American users.)
What is Xiaohongshu / RedNote?
Xiaohongshu is a lifestyle-themed social media platform headquartered in Shanghai, China. It has gained significant popularity in recent years, boasting approximately 300 million monthly active users. Notably, 70% of its user base was born after 1990, and 50% were born after 2000. The platform’s demographic is predominantly female (70%), with half of the users residing in more developed first- and second-tier Chinese cities. Additionally, many users come from Chinese communities abroad.
These demographics naturally attract brands targeting high-purchasing-power audiences, particularly in sectors such as cosmetics, tourism, study-abroad services, fashion, and food. Xiaohongshu’s appeal lies in its unique combination of features:
Recommendation Algorithm: The platform’s algorithm tailors content based on user interests and behaviours, consistently showcasing content users are likely to engage with.
Community Spirit: Xiaohongshu fosters a vibrant community where users actively share life experiences and seek advice. Unlike many other platforms, it has yet to undergo heavy commercialisation, preserving its organic feel.
Search Behavior: Many users treat Xiaohongshu as a search engine, relying on it to find answers ranging from personal care tips to travel recommendations. Users particularly trust content from ordinary user accounts, enhancing the platform’s credibility.
KOLs (Key Opinion Leaders) or influencers are not as prominent on Xiaohongshu as on other platforms. Instead, the app emphasises KOCs (Key Opinion Consumers) and KOS (Key Opinion Sales), which align closely with its community-driven nature. KOCs are everyday users who share honest reviews and experiences about products, making their opinions more relatable and trustworthy. KOS, on the other hand, focuses on users who drive product sales through their recommendations, blending authentic user-generated content with commerce.
Unlike other Chinese apps like TikTok/Douyin, WeChat/Weixin or Lark/Feishu, which have distinct international versions to separate Mainland Chinese users from others, Xiaohongshu remains exclusively in Chinese and does not even have an official English name or logo.
The app technically allows non-Chinese phone numbers for account registration, enabling seamless access for international users. This is also why there’s no barrier for American users to rush there overnight.
What Will Happen Next?
The Xiaohongshu platform, however, may not yet be fully equipped to handle the sudden influx of foreign users, both from a technical standpoint and in terms of content adaptation. This might pose challenges for the app’s recommendation algorithm, which thrives on delivering personalized content tailored to each user’s preferences. The addition of new users with diverse linguistic and cultural backgrounds complicates this process. This situation may prompt Xiaohongshu to consider launching an international version akin to the TikTok-Douyin model, to accommodate its growing global audience better, just maybe, though.
This "TikTok refugee" movement will likely continue for some time, regardless of the U.S. Supreme Court’s eventual decision on TikTok. In the coming days, more engaging interactions and creative memes between Chinese and American users are expected to emerge, enriching the platform’s vibrant community.
For marketing professionals, this moment also serves as a reminder of Xiaohongshu’s immense potential in the Chinese market. If you market to the US audience, you might need to add the Xiaohongshu channel to your work list.
(Road sigh from a local Xiaohongshu lifestyle event in Shanghai)
About the Author: Rixin Jiang, CEO of Waitan Media Agency based in Shanghai and its European affiliated company Nordic Friend.
WaitanMedia empowers global brands to establish and grow their advertising presence in China. It excels at aligning international brand strategies with Chinese market trends and provides a comprehensive service package that covers everything from strategy establishment, to conceptual and visual design, and day-to-day operations.
