More than 500,000 American users have reportedly joined RedNote, according to Reuters. This as TikTok grapples with a looming ban in the U.S. which could potentially benefit alternatives, including the Chinese social media platform popularly known as Xiaohongshu in China.

RedNote recently rose to the top of the U.S. App Store. The company reportedly boasts 300 million monthly active users, 79% being women. During the COVID-19 pandemic, RedNote experienced notable growth among younger Chinese users, and its profits exceeded $1 billion, according to Bloomberg.

Bridging Cultural Gaps Between U.S. and China

Unlike other Chinese apps, RedNote offers a global platform without separating domestic and international versions. This approach allows direct interaction between Chinese and American users, bypassing the limitations of China’s “Great Firewall.”

Paul Ashton, an American influencer based in Shanghai and known as “Baobaoxiong” (literally “hug hug bear”), has garnered billions of views on RedNote. He highlights the enthusiasm of Chinese users in welcoming their English-speaking counterparts.

“Chinese users are excited to interact with Americans,” Ashton told Reuters, adding that many welcome messages include requests for cat photos—a shared interest that transcends cultural differences.

Opportunities and Challenges for RedNote

Digital economy researcher Liu Xingliang, based in Beijing, sees both potential and hurdles in this unexpected migration.

“This user influx is an accident, but it presents a great opportunity,” Liu explained for Reuters, emphasizing that RedNote must enhance its user interface and content experience to retain these new users and sustain growth.

RedNote, primarily popular in China for beauty, travel, and food recommendations, experienced a surge of Chinese users posting selfies and messages to greet American newcomers. However, some new users have reportedly tested the platform’s content moderation policies, with posts on sensitive topics in China being restricted.

Positive Responses from Chinese Officials

According to Reuters, Chinese state media and government officials have largely supported the migration. CCTV described RedNote as a “new home” for former TikTok users, while the foreign ministry framed social media use as a “personal choice” and praised the cross-cultural exchanges facilitated by RedNote.

Cultural Exchange

Ashton expressed optimism about RedNote’s potential to foster cultural understanding.

“I’m not sure how many new users will stick around, but this creates a significant opportunity for dialogue,” Ashton stated. He believes this shift places greater responsibility on Chinese people and the platform to nurture these connections.

Liu highlighted the significance of this development, calling it the first large-scale cultural exchange between Chinese and American social media users. “This is unprecedented,” he said. “Both sides are learning about each other’s living habits and customs in a relaxed, enthusiastic environment.”