Contents
Introduction:
On January 13, 2025, Xiaohongshu unexpectedly became the No. 1 free app on the US App Store! Yes, this lifestyle-sharing app, primarily used by Chinese users and featuring content in Chinese, has created a frenzy in the United States.
This phenomenon is not only due to its unique algorithms and content ecosystem but also the result of a large number of American users flocking to the app as TikTok faces a potential ban.
What’s even more amusing is that these American users, upon opening Xiaohongshu, discovered that most of the content was in Chinese. While they couldn’t understand the videos, it didn’t stop them from participating. Using translation tools, they left comments in Chinese, such as: “Hello! This video is so interesting! Even though I don’t understand it.” Every like, every comment—whether from Americans or Chinese users—has garnered thousands of interactions. This phenomenon is not just a market shift but a historic cultural exchange.
Xiaohongshu, previously regarded as a niche app for Chinese users to share shopping tips and lifestyle experiences, has now gone viral in the United States. Ironically, the US government’s plan to ban TikTok on January 19 has unintentionally driven large numbers of American users to another Chinese app.
Why Did Americans Choose Xiaohongshu?
Xiaohongshu has become a bridge for cultural exchange between Chinese and American users. Through lifestyle content, interests, and personalized recommendations, the app has facilitated meaningful interactions. Even without understanding Chinese, American users have embraced translation tools to engage with content. When US policies attempted to block cultural exchanges by banning TikTok, technology and the market provided a more direct and vivid way to connect.
In reality, many American users joined Xiaohongshu because they mistakenly believed it was the Chinese version of TikTok. They didn’t realize that TikTok’s Chinese counterpart is actually “抖音”, which is unavailable in the United States. As January 19 approaches, many Americans, desperate to find a replacement for TikTok, stumbled upon Xiaohongshu and assumed it to be the next best thing. This misunderstanding inadvertently drove a massive wave of American users to the app.
According to recent reports, as the US government plans to ban TikTok on January 19, many “TikTok refugees” began downloading Xiaohongshu. On January 13, the app skyrocketed to the top of the US App Store, surpassing TikTok’s Lemon8 and OpenAI’s ChatGPT. In a short period, posts under the hashtag “TikTok refugees” surged from 2,000 to over 60,000, with total views exceeding 40.12 million and generating over 1.2 million discussions. The influx of American users brought unprecedented activity to Xiaohongshu. They shared their personal lives through live streams, short videos, and photos. Chinese users enthusiastically interacted, introducing American users to Chinese cuisine, scenic spots, and even language tips. These interactions led many “TikTok refugees” to gain massive traction on Xiaohongshu. Meanwhile, in the Chinese stock market, companies associated with Xiaohongshu saw their shares soar.
What is the Xiaohongshu APP vs. TikTok?
Americans flocked to Xiaohongshu largely because the US does not have TikTok’s Chinese version, “抖音”. Misunderstanding Xiaohongshu as TikTok’s Chinese equivalent, they began downloading the app. In reality, Xiaohongshu, developed by Xingin Information Technology (Shanghai) Co., Ltd., in Chinese is 行吟信息科技（上海）有限公司, is an entirely different platform. Interested readers can look up this Chinese company to search for more details.
Another reason for Xiaohongshu’s rise lies in the vacuum left in the US market. While TikTok’s Lemon8 is also popular, its focus is more on lifestyle. Xiaohongshu, with its unique content and perceived “exotic charm,” captured the curiosity of American users.
Moreover, Meta’s apps like Facebook and Instagram have been losing appeal among younger Americans. While Meta remains a global giant, its pace of innovation has failed to keep up with changing user preferences. Unlike Xiaohongshu or TikTok, which focus on content-driven recommendations, Meta relies on social networks and connections. Meta’s recommendation algorithms prioritize friend-based dynamics, whereas Chinese apps like Xiaohongshu and Douyin emphasize high-quality content tailored to user interests. This stark difference makes Meta’s platforms feel increasingly outdated to younger audiences.
In contrast, platforms like Xiaohongshu, Douyin, and TikTok excel in delivering content users find irresistible, keeping them engaged for hours. Meta’s platforms, with their reliance on traditional social networking, lack the same captivating recommendation mechanisms.
A Chance Encounter: Xiaohongshu as a Global Bridge for Cultural Exchange
The big question now is whether Xiaohongshu can seize this rare opportunity. While its core user base remains Chinese, and most of its content is in Chinese, the app could retain American users by enhancing features like English translation and creating more international-friendly content.
Initially, Xiaohongshu was relatively unknown in the US market, catering mainly to Chinese-speaking audiences. Its clear focus on lifestyle sharing and user-generated content made it beloved among Chinese users. However, with TikTok’s impending ban, American users accustomed to short videos and algorithm-driven recommendations began exploring alternatives. In this search, they “discovered” Xiaohongshu.
What’s remarkable is that despite language barriers, American users actively used translation tools to engage. They copied, translated, and even attempted Chinese replies, showcasing a profound cultural curiosity. This is perhaps the first time in history that technology has enabled such large-scale interaction between two linguistically distinct groups in such a short period. The exchange transcends cultural and linguistic barriers, highlighting the power of technology and human adaptability. It’s a testament to how technology can break down barriers and foster connections, even among vastly different communities.
Conclusion:
This event represents an ‘inevitable outcome of chance,’ driven not only by technological and market forces but also by a journey from language barriers to cultural understanding, from Sino-American policy conflicts to market shifts. This phenomenon has revealed an unprecedented trend of globalization.
