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RedNote, known as Xiaohongshu in China, has gained massive attention as over half a million TikTok users flock to the platform amid concerns over a U.S. ban on TikTok. This lifestyle app allows users to share experiences, recommendations, and engage in discussions, making it a favorite among young, female users in China.
With features blending Instagram-like aesthetics and community-driven engagement, RedNote offers diverse content, from beauty and fashion to travel and food. Unlike TikTok, it displays multiple posts—videos, photos, and longer texts—simultaneously. The app has also embraced livestreaming sales, cementing its role as a lifestyle and e-commerce hub. By 2023, it boasted over 300 million monthly active users.
Founded in 2013 by Miranda Qu and Charlwin Mao, the app initially targeted Chinese tourists under the name "Hong Kong Shopping Guide." Today, it counts tech giants Alibaba and Tencent among its investors, alongside Temasek and leading venture capital firms. Mao and Qu rank among China's wealthiest entrepreneurs, with fortunes of $2.5 billion and $1.7 billion, respectively.
While primarily catering to Chinese audiences, RedNote’s sudden influx of English-speaking users has sparked internal efforts to enhance moderation and translation tools. Unlike competitors that separate domestic and international versions, RedNote runs a single global app, creating a unique challenge in navigating international expansion.
Executives view the current wave of attention as an opportunity to achieve global popularity akin to TikTok. If the platform successfully adapts to its growing international audience, it could emerge as a major contender in the global social media landscape.
