The curious case of "TikTok refugees" on Rednote/Xiaohongshu
To embrace them, or to wall them off, that is the question.
To say that the world works in mysterious ways is an understatement. With the fate of TikTok hanging by a thread, TikTok users in the US are migrating to Xiaohongshu, known also as RedNote. The number of the self-described “TikTok refugees” is unknown but it has made Chinese domestic and international headlines.
The BBC reports
TikTok users in the US are migrating to a Chinese app called RedNote with the threat of a ban just days away.
The move by users who call themselves "TikTok refugees" has made RedNote the most downloaded app on Apple's US App Store on Monday.
RedNote is a TikTok competitor popular with young people in China, Taiwan and other Mandarin-speaking populations.
It has about 300 million monthly users and looks like a combination of TikTok and Instagram. It allows users, mostly young urban women, to exchange lifestyle tips from dating to fashion.
Supreme Court justices are due to rule on a law that set a 19 January deadline for TikTok to either sell its US operations or face a ban in the country.
TikTok has repeatedly said that it will not sell its US business, and its lawyers have warned that a ban would violate the free speech protections of the platform's 170 million US users…
Sarah Fotheringham, a 37-year-old school canteen worker in Utah, says the move to RedNote is a way to "snub" the government.
"I'm just a simple person living a simple life," Ms Fotheringham told the BBC in a RedNote message.
"I don't have anything that China doesn't, and if they want my data that bad they can have it."
CNN reports
As Supreme Court justices ponder 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 US users to RedNote, surged to the top position on Apple’s US App Store on Tuesday.
Founded in 2013, Xiaohongshu is one of China’s biggest social media platforms with 300 million users, according to research firm Qian Gua. Described as China’s answer to Instagram, the app has become especially popular for sharing tips on travel, makeup and fashion.
But while it has cornered the Chinese market, it hasn’t gained much prominence beyond the Chinese-speaking world. Until now.
According to The New York Times,
In recent days, there has also been a surge of interest in RedNote, a Chinese social media app that is also known as Xiaohongshu. The platform has been billed by some as a knockoff of TikTok, while also drawing comparisons to Pinterest and Instagram.
To be honest, I was very suspicious if the size of the migration matches the enormous publicity given to the migration inside China, and even the BBC and CNN reports couldn’t convince me.
The whole thing is just so counter-intuitive. Why would Americans flock to a Chinese-focused social media app that has long struggled to expand overseas? [The Paper] [KrAsia] [36Kr] And let’s be real: censorship, content moderation, or whatever you call it, is entirely another level on these Chinese domestic platforms.
But what convinced me this might really be a thing is Taylor Lorenz’s declaration on Twitter.
Still, the helpful note from the Washington Post needs to be kept in mind.
The sudden migration to RedNote can’t be easily quantified, and is likely to be a tiny fraction of the 170 million Americans who use TikTok.
What to do with the "TikTok refugees" now is a big test for RedNote and, let’s not kid ourselves, the Chinese government. PConline, a Chinese media outlet, reports
Allen, a source close to Xiaohongshu, revealed to PConline that the company issued internal and partner directives this morning to “not discuss, not promote, and not share” the matter. This surge in traffic has become a Damocles’ sword hanging over Xiaohongshu. For the platform, which unexpectedly became the recipient of this influx of traffic, the risks far outweigh the opportunities.
Allen pointed out that the biggest challenge facing Xiaohongshu is whether regulatory red lines will arise from a large number of foreigners using a Chinese app.
Typically, domestic social media apps that expand internationally create separate domestic and overseas versions due to differences in content regulations, data security, and privacy protection across countries. Examples include Douyin and TikTok or Kuaishou and Kwai. However, Xiaohongshu, which has shown little ambition in overseas expansion, does not have an international version. In simple terms, foreign users downloading and using the same Xiaohongshu app stores as Chinese domestic users.
This means that as a significant volume of foreign-language content appears within the domestic internet environment, Xiaohongshu faces immense pressure on its content review mechanisms. Although automated content moderation technologies continue to improve, domestic platforms still face limitations in understanding and identifying foreign-language content. Dialects, colloquial expressions, and other nuances in foreign languages often have lower recognition accuracy by machines, requiring greater reliance on manual review and filtering. These differences in language habits create blind spots in moderation, not to mention the inherent differences in the tolerance levels for speech between domestic and foreign contexts. If low-quality or even dangerous content emerges, it could become the proverbial straw that breaks the camel’s back for a content platform like Xiaohongshu.
Will Rednote/Xiaohongshu, by itself or at the behest of the Chinese regulators, cut or limit foreign access to the platform? Will the communications between Chinese and foreign users be seamless? Will they be treated fairly by the algorithm?
Apparently trying to discourage potential restrictions and shape a discourse - and thus a policy direction - conducive to more room for the badly-needed direct communications between Chinese and Americans, some Chinese public opinion leaders have already gotten to work.
Here is Hu Xijin, the former Editor of the Global Times newspaper:
(all highlights are mine.)
Xiaohongshu is akin to an important entry point to a “virtual China.” Under normal circumstances, it is quite difficult to attract a large-scale influx of foreign users. However, due to the current “domestic turmoil in the United States,” a significant number of “refugees” are fleeing to Xiaohongshu. This development should not be viewed primarily as a risk but as a rare opportunity. In other words, the opportunities here far outweigh the risks. Therefore, our initial response should be to welcome TikTok refugees into China’s Xiaohongshu with an open mindset rather than being intimidated by the overwhelming wave of “refugees.”
We must also be capable of accommodating TikTok refugees and redefining China’s internet landscape to keep pace with the times. China is one of the most proactive advocates for globalization, yet the United States and the West have consistently subjected us to ideological attacks and have never abandoned their attempts at subversion. As a result, China has long been on the defensive in the realm of public opinion, with the internet being one of the main battlegrounds. However, TikTok has demonstrated China’s ability to remain open in the digital sphere. The massive influx of “American refugees” into Xiaohongshu shows that China’s accumulated internal strength has reached a critical threshold. This development serves as a trigger for rebalancing the online power dynamic between China and the United States.
In my personal view, the most appropriate response is to go with the flow, expand and strengthen our adaptability, and move towards becoming the center of the virtual internet world. The arrival of a large number of American users, most of whom are English speakers, will naturally attract broader global attention to Xiaohongshu, positioning it to become more centralized to a significant extent. Xiaohongshu will manage these American users, while Chinese society manages Xiaohongshu, forming a complex chain of interaction. We should have confidence that, in this process, we can maintain a friendly environment for foreign users while retaining our own initiative, thereby creating a virtuous cycle of openness and security. If Xiaohongshu succeeds, it will provide a new platform for China and the outside world to jointly establish and explore common grassroots agendas. We will accumulate extensive experience from this process, paving a wider and brighter path forward.
The sudden influx of TikTok refugees into Xiaohongshu has occurred unexpectedly, and there will inevitably be a period of adjustment and response. However, our immediate reaction should be proactive, bold, and dynamic, taking advantage of this unique opportunity with flexibility and resilience.
As mentioned earlier, the influx of TikTok refugees into Xiaohongshu has been driven, in part, by a collective dissatisfaction in the United States over the ban on TikTok. This situation carries a degree of uncertainty. If Xiaohongshu appears hesitant, this wave of users could recede as quickly as it arrived. That would be a loss for Xiaohongshu and a missed opportunity for China’s entire internet sector. Retaining this wave of refugees is worth our careful consideration and effort.
Beijing’s recent warm signals to Washington for more people-to-people exchanges and win-win cooperation ahead of Donald Trump’s second inauguration may be, or hopefully will be, another factor in the decision-making process.
Xinhua, the state news agency, reports that Chinese netizens welcome influx of "TikTok refugees"
BEIJING, Jan. 14 (Xinhua) -- Chinese internet users on a popular social networking platform have noticed a sudden influx of foreign newcomers who claim to have migrated from TikTok due to concerns about a potential ban by the U.S. government within the week…
WELCOMED IN CHINA
"TikTok refugees" have been warmly received by Xiaohongshu users, who shared photos and videos with these newcomers, offering food and travel tips, while even providing free language lessons, given that the app's content is predominantly in Chinese.
Founded in 2013, Xiaohongshu initially focused on shopping tips but has evolved into a comprehensive lifestyle platform, blending social media and e-commerce. Users can share content and purchase products directly through the app, creating a seamless shopping experience.
"Welcome you to join us in this vibrant and colorful community," said a Xiaohongshu user who works as an English interpreter in Beijing.
"Let's start the new journey with Chinese food," posted another user from Sichuan, introducing the southwestern province's signature food recipes.
As conversations deepened, some Chinese students began seeking help with their English homework -- and help they did receive.
A "TikTok refugee" named "Rosie_in_Wonderland" said Xiaohongshu is very similar to TikTok in making content and easy to do, and she hopes to find her community soon like she did on TikTok.
"You are not refugees. You all are explorers. Welcome to the new world," said another Xiaohongshu user who lives in China. Enditem