As TikTok faces a potential US shutdown this Sunday, American social media users are flocking to an unexpected alternative: Xiaohongshu (RedNote), a Chinese social platform previously unknown to most Western users.
The app, often described as China’s answer to Instagram, has skyrocketed to the top position on Apple’s US App Store, with over 700,000 new users joining in just two days. The hashtag “TikTok refugee” has garnered nearly 250 million views as Americans migrate to the platform in what some see as an act of defiance against the TikTok ban.
This sudden influx has created an unprecedented cultural exchange between Chinese and American users, with many Chinese members warmly welcoming newcomers and offering guidance on navigating the platform. However, the transition hasn’t been entirely smooth, as some American users encounter China’s strict content moderation rules for the first time.
RedNote is now urgently hiring English-speaking content moderators to manage the surge of English-language posts while maintaining compliance with Chinese censorship requirements. The platform must balance satisfying China’s stringent content rules while providing a positive experience for its new international audience.
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While some users have expressed frustration over content restrictions, others like Jeremy Fraga from Texas embrace the platform: “Getting on RedNote and talking to these people one-on-one for hours, it’s just shown me a different side of China. And it’s challenged my worldview,” he told CNN.
The platform, which boasts 300 million existing users, differs from TikTok in its content algorithm, focusing on user interests rather than followed accounts. ByteDance’s Lemon8 has also seen increased downloads, though it may face similar regulatory challenges as TikTok under the new US law.
