What is Tiktok refugees?

The Influx of TikTok Refugees to Xiaohongshu

As the US government's TikTok ban looms closer, a large number of American users have begun to look for alternative social media platforms. Xiaohongshu (internationally known as RedNote) has emerged as their new destination. This phenomenon has propelled Xiaohongshu into the top three of the US App Store's free download charts, even surpassing "Lemon8," a TikTok-developed knockoff of Xiaohongshu. From the interface and features to image editing tools, Lemon8 closely mirrors Xiaohongshu.

The root cause of this shift can be traced back to a key ruling in March 2023. The US House of Representatives passed a proposal, the "Protecting Americans From Foreign Adversary Controlled Applications Act," with an overwhelming vote of 352 in favor and 65 against. This legislation mandated that if ByteDance (TikTok's parent company) didn't sell or separate TikTok within 165 days, it would be removed from the US app stores. Without a buyer, TikTok's 170 million active users in the US would no longer be able to update the app, effectively rendering it dead on users' phones.

TikTok's Future and the US Supreme Court Ruling

January 19, 2024, was set as the deadline for the US Supreme Court's final ruling, which would determine whether TikTok must be banned in the US. On January 10, the court held a two-hour hearing on TikTok's future, and the ruling concluded that the US Court of Appeals would uphold the original decision. This ruling requires ByteDance to divest its stake in TikTok in the US by January 19, 2025, or face a ban.

As American users anxiously awaited TikTok's fate, many began preparing for a TikTok-free future by flocking to Xiaohongshu. These users have created new accounts and self-identified as "TikTok Refugees." This influx of users has generated over 40 million in traffic and nearly 100,000 posts. In just a few days, Xiaohongshu's search volume on Google surged phenomenally.

Interaction and Cultural Exchange Between Chinese and American Netizens

With the influx of new users, rich interactions have emerged between Chinese and American netizens, creating a relaxed and friendly atmosphere. Many Chinese users have taken the initiative to help global users familiarize themselves with Xiaohongshu's (RedNote) features, actively liking and commenting on posts from new creators. In the comment sections, phrases like "Welcome to China" are often seen, encouraging a spirit of cross-cultural exchange. This interaction has fostered communication and understanding between Chinese and American users.

In addition, Chinese programmers have responded proactively. To assist foreign users encountering difficulties while using Xiaohongshu, they worked overnight to build the global Xiaohongshu guide, “RedNote Helper”，“RedNote Guide” The guide not only compiles all the features and usage methods of Xiaohongshu but also includes a large number of video tutorials to help global users better understand the fun of this Chinese community. Additionally, the guide provides explanations on topics such as Mandarin, Chinese characters, Chinese customs, slang, and more, creating thousands of wiki entries. It even offers explanations for commonly used emojis within the Chinese community. To further enhance user understanding, plans are underway to release more interesting tools, such as a Chinese nickname generator and a Mandarin practice tool. As of January 12, 2025, the “RedNote Helper” website has gone through dozens of iterations, reflecting the passion and professionalism of Chinese programmers.

The Rise of Xiaohongshu and Cross-Cultural Exchange

Founded in 2013, Xiaohongshu started as a platform for sharing lifestyle content, where users could post photos, videos, and text covering various topics such as food, travel, and fashion. In China, Xiaohongshu has accumulated over 300 million monthly active users. With the TikTok ban on the horizon, Xiaohongshu quickly attracted a large number of American users. Reports show that within two days, Xiaohongshu gained more than 700,000 new American users and solidified its position at the top of the free download charts in North America's Apple App Store.

Security and Privacy Concerns

However, the rise of Xiaohongshu has also triggered concerns about security and privacy. The platform's terms and services are mainly presented in Chinese, which may cause confusion for non-Chinese-speaking users regarding data handling and privacy policies. Additionally, as a Chinese company, Xiaohongshu's data could be subject to Chinese government scrutiny, raising concerns about user privacy.

Cultural Adaptation and Localization

On the homepage of Xiaohongshu, many American users are starting to immerse themselves in the unique culture of Chinese internet. For example, the "cat tax" has become a popular topic—only users who share pet content seem to gain community acceptance, while those without cats have begun to share dog and rabbit content, leading to the creation of "dog tax" and "rabbit tax."

Future Prospects

With the TikTok ban looming, Xiaohongshu's user base is expected to continue growing. However, whether the platform can establish a long-term presence in the US market remains uncertain. The challenges of content moderation, regulatory compliance, and responding to US government scrutiny will be key issues moving forward.