With the TikTok ban looming over the United States, more users are seeking refuge on Xiaohongshu, a Chinese social media platform. Known as "Little Red Book" in English, Xiaohongshu has recently become the most downloaded app on the U.S. Apple Store.
Read this article to understand how this migration, led by users referring to themselves as "TikTok refugees," not only serves as a platform switch but also as a protest against the impending ban.
The TikTok Ban Deliberations
The U.S. Supreme Court is deliberating whether TikTok should sever ties with its Chinese parent company, ByteDance, amid national security concerns. Anticipating a potential ruling favoring the separation, TikTok users are proactively shifting to Xiaohongshu, marking their posts with the hashtag #tiktokrefugee to highlight their protest and new digital journey.
Xiaohongshu: A New Social Media Frontier
Xiaohongshu combines e-commerce with social media, offering short videos and posts. While it has grown popular in China and regions with significant Chinese communities, such as Malaysia and Taiwan, its user base of 300 million is predominantly young women seeking product and travel recommendations, restaurant reviews, and beauty tutorials.
The hashtag #tiktokrefugee has gained traction with over 160,000 posts as American users introduce themselves to the platform, often referring to it affectionately as "RedNote." Despite the influx of American users, Xiaohongshu has remained silent on this development.
Personal Stories Of Migration
Among the new users is 21-year-old Alexis Garman from Oklahoma, who joined Xiaohongshu influenced by her peers. Garman, with a considerable TikTok following, expresses minimal concern over data privacy and appreciates the welcoming community she has found.
American users like Garman have experienced positive interactions with Chinese users, receiving compliments and humor. The potential TikTok ban represents more than losing an app for Garman; it signifies losing a community and the friendships she has cultivated.
A Protest Against The Ban
Some American users vocalize their move to Xiaohongshu as a protest. One user, Definitelynotchippy, shared a video explaining the migration to Chinese users and criticized the U.S. government's portrayal of TikTok as a threat. By downloading a Chinese app, these users aim to defy the narrative and foster connections with Chinese people.
Navigating New Cultural Landscapes
Chinese users have been receptive, offering to teach American users Chinese and navigate cultural nuances. They advise on avoiding politically sensitive topics susceptible to censorship, a common practice on Chinese platforms.
Despite censorship, Xiaohongshu is becoming a space for friendly cultural exchanges between American and Chinese users, fostering a sense of community. Users who moved from TikTok noted the warm reception and shared humanity.
The Future Of Xiaohongshu: A Bridge For Cultures
While Xiaohongshu is experiencing a surge in user numbers, surpassing TikTok remains uncertain. TikTok's stronghold in e-commerce and advertising is an area Xiaohongshu lacks. Additionally, its user base was initially tailored for Chinese audiences without translation features.
Despite these challenges, Xiaohongshu may carve out a niche as a bridge for cross-cultural interactions. Introducing features for international users could attract a more diverse audience. The value found in these interactions by both Chinese and American users is a promising sign for Xiaohongshu's potential growth and appeal beyond its borders.
