As the prospect of a TikTok ban in the United States grows imminent, many American users of the app are turning to the Chinese social media platform Xiaohongshu, propelling it to the top of the US App Store’s download charts.
These so-called “TikTok refugees” are flocking to Xiaohongshu, viewing it as a symbolic stand against the potential ban. The US Supreme Court is expected to rule on legislation demanding that TikTok divest from its Chinese parent company, ByteDance, by January 19, or face a nationwide ban citing national security concerns.
With indications that the Court may uphold this law, there has been a noticeable surge in the creation of Xiaohongshu accounts, with users posting under hashtags like #tiktokrefugee or #tiktok. Since the beginning of the week, the app has rapidly ascended to the position of the most downloaded free app on Apple’s US App Store.
Xiaohongshu, which translates to “Little Red Book,” is a Chinese social media platform that integrates e-commerce, short-form video content, and social networking features. The app has garnered significant popularity, especially among younger demographics in China and areas with substantial Chinese populations, such as Taiwan and Malaysia, amassing 300 million active monthly users. Primarily used by young women, it serves as a go-to resource for recommendations on products, travel destinations, restaurants, and beauty tutorials.
The hashtag #tiktokrefugee has already accumulated over 160,000 posts on Xiaohongshu, with many users from the US sharing videos introducing themselves and seeking advice on how to navigate the platform, which they have dubbed “RedNote.”
On Xiaohongshu, many Chinese users have welcomed these American “refugees,” offering language lessons and advice on how to navigate the Chinese internet, where content deemed politically sensitive is often censored.
Despite the influx of new users, it remains uncertain whether Xiaohongshu can fully replace TikTok. The app has primarily catered to Chinese users and lacks translation features, meaning it is not yet optimised for an international audience. Moreover, unlike TikTok, which supports a robust ecosystem for e-commerce and advertising, Xiaohongshu has yet to develop a similar infrastructure.
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