‘TikTok refugees’ propel Xiaohongshu to No. 1 downloaded app in US
Some say they joined Xiaohongshu, which translates to “little red book,” to spite the US government after a ban on TikTok became more likely.
What hanppend?
American netizens are flocking to the Chinese social e-commerce app Xiaohongshu (Little Red Book) as the U.S. faces an impending TikTok ban on Sunday, January 19.
In the past month, there’s been a surge in American users creating accounts, making hashtags like #rednote and #TikTokrefugees go viral. Currently, Xiaohongshu is the top-downloaded social networking app on Apple’s U.S. App Store.
Many users are introducing themselves with posts like, “Yes, I’m from America because of the TikTok ban lol. Anybody else from America?” Comments reveal users from states like California, Missouri, New York, Texas, Ohio, and Colorado. One user humorously remarked, “Lmfaooo the migration is hilarious.”
Chinese netizens are responding with both amusement and confusion to the sudden influx of American users on Xiaohongshu. One user humorously exclaimed, “Why today so many English into my eyes! I thought I opened my Instagram account!”
Another welcomed the newcomers, saying, “Interesting. Little Red Book has become so international.” Some users even provided instructions on how to navigate the app.
As English content becomes more prominent on the platform, bilingual users are stepping up to offer translation assistance, helping to bridge the gap between the two communities.
What is Xiaohongshu, and what are people saying about it?
Xiaohongshu is a Shanghai-based Chinese-language social media app that integrates features familiar to American users, including video sharing, photo posts, text updates, and shopping options. With 300 million monthly active users, as reported by TechCrunch, the platform has a predominantly female user base, comprising 79% of its users. This demographic trend suggests a higher volume of content related to fashion, makeup, and unboxing. Unlike TikTok, Xiaohongshu does not autoplay videos upon opening, requiring users to log in first.
As Xiaohongshu's popularity has surged, it has increasingly become accessible to Americans, leading to a welcoming atmosphere for "TikTok refugees." The app has also offered English support, facilitating its growth among a new audience and fostering a diverse community of users.
Will we have to switch to Xiaohongshu?
There are indications that President-elect Donald Trump may attempt to "rescue Tiktok" which has 170 million users in the U.S., although the ban is scheduled to take effect the day before his inauguration. One user, Nina, expressed hope for a miracle, stating, "Even if the ban doesn't go into effect, I would still love to remain on 'Xiaohongshu' The Chinese people here are so kind, and I wouldn't want to part ways with such a lovely community."
