Americans SHOCKED After Flocking To Chinese Social Media Platform

Americans SHOCKED After Flocking To Chinese Social Media Platform

Jan. 18, 2025

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Danny Haiphong is a journalist based in the United States and activist with the No Cold War international campaign.

English language content has flooded RedNote, whose default language is Mandarin, with Americans posting introductions to themselves and kicking off cross-cultural discussions: How much do you pay for groceries? What Chinese slang do I need to know? Do you have any opinions about the state of Ohio?

Qian Huang, a professor at the University of Groningen in the Netherlands who studies Asian youth and digital culture, said that she originally downloaded RedNote to keep up with Chinese trends. “But this week, I woke up and my feed was not the usual feed any more,” Huang said. “It was all English content. That was a bit of a weird feeling for me.”

Despite so-called concerns about data privacy, the app shot to Number 1 in U.S. app stores, with more than half a million downloads from new users, after a supreme court hearing on TikTok’s future last week. The tech reporter Ryan Broderick noted on his Garbage Day newsletter that TikTok beauty influencers had seen RedNote’s potential for makeup tutorials and trend-spotting before the hearing.

RedNote is primarily a video-sharing app, though users can also share photo galleries accompanied by questions to spur discussion in the comments. A lot of the content looks similar to what you’d find on Instagram’s Explore page: posts from Chinese influencers and regular people about what they eat in a day, or how they exercise, or what they’re wearing. The app’s Chinese name, Xiaohongshu, translates to “little red book”, a reference to a collection of the Chinese leader Mao Zedong’s favorite sayings.

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