Xiaohongshu Becomes a Sensation in the US.

Last Friday, the US Supreme Court held oral arguments regarding the TikTok ban, with most judges clearly stating that national security takes precedence over free speech. Ultimately, the ban was upheld. According to the ruling, if ByteDance does not sell TikTok, the US will order it to shut down on January 19. Prior to this, ByteDance had already firmly rejected the sale of TikTok.

Although Trump recently stated in an interview that "I don't oppose TikTok," his inauguration date is January 20, the day after the ban takes effect. Additionally, the Supreme Court's decision is not one he can easily overturn. In this context, a large number of TikTok users were forced to seek new "outlets," with Xiaohongshu becoming their preferred choice. Yesterday, Xiaohongshu reached the top of the social download charts in the US App Store and second overall.

Many newly registered US users have named their IDs "TikTok Refugee" and are joining the Xiaohongshu community with polite gestures such as "Sorry for the intrusion." These "refugees" have lively interactions with Chinese users, and the comment section is flooded with "Welcome" as the most popular response. The cultural clash between "momos" from China and the US has unfolded in an unexpectedly harmonious atmosphere. Some US users have even adopted Chinese internet slang, like the comment "You use it in the daytime, we use it at night," which has been humorously flooding the screen.

Why has Xiaohongshu become so popular in the US? The author believes that Xiaohongshu, with its unique, rich, and diverse content and its community concept of sincere and altruistic sharing, has successfully expanded from the beauty and skincare category to become a lifestyle platform centered around young people.

Additionally, Xiaohongshu combines features of Instagram and Reddit, positioning itself as a community for sharing lifestyles. For young people in the US, some of the platform's features and its authentic, interactive community atmosphere are particularly appealing.

Why is Xiaohongshu, not Instagram, Meta's many products, or X, the platform taking on this massive traffic? The author believes that Xiaohongshu has successfully expanded from the beauty and skincare category to a lifestyle platform centered around young people, with unique, rich, and diverse content and a community concept based on sincere and altruistic sharing. The platform is expected to continue growing internationally, breaking through user ceilings, enriching its content, and expanding its monetization potential.

How Many Users Does Xiaohongshu Have in China?

According to the 2024 annual operational data report from Xiaohongshu, the platform reached 320 million monthly active users (MAU) and 120 million daily active users (DAU) by mid-2024. A closer look at the user demographics reveals that 70% of its users are female, which indicates the platform's popularity among women. Particularly notable are the younger groups—those born after 1995 and 2000, who account for 50% and 35% of the user base, respectively.