Xiaohongshu

Xiaohongshu (XHS; Chinese: 小红书; pinyin: Xiǎohóngshū; lit. 'little red book'), known in English as RedNote, is a Chinese social networking and e-commerce platform. It is known for combining user-generated "notes" (posts mixing text, images, and short videos) with product discovery and social commerce features. As of 2020, 70% of the platform's users are reportedly born after 1990, and nearly 70% of them are female. The South China Morning Post described Xiaohongshu as "China's answer to Instagram". In January 2025, the app briefly gained an influx of new users from the United States and other parts of the world due to the anticipated shutdown of TikTok's U.S. operations, though the app's popularity overseas quickly faded soon after that. Xiaohongshu subsequently implemented measures to separate Chinese users from non-Chinese users on the platform. Like all other social media apps in China, Xiaohongshu operates under the strict content moderation requirements from the Cyberspace Administration of China, with content criticizing the Chinese Communist Party (CCP) or CCP general secretary Xi Jinping being forbidden.