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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.
As of 2020[update], 70% of the platform's users are reportedly born after 1990, and nearly 70% of them are female. In January 2025, the app 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 in accordance with the Protecting Americans from Foreign Adversary Controlled Applications Act. Xiaohongshu has been called "China's answer to Instagram".
The app was initially called "Hong Kong Shopping Guide" and targeted Chinese tourists. According to co-founder Mao Wenchao, the name Xiaohongshu (lit. 'little red book') was inspired by his career at Bain & Company and education at the Stanford Graduate School of Business; both institutions feature red as their main color. "Little Red Book" is also the English nickname for the 1964 Quotations from Chairman Mao Tse-tung. The company has stated that the platform's name is not a reference to the compilation book.
Internationally, the app was branded as RED from 2022 through 2023, then listed under the name REDnote on the Google Play store beginning in September 2024. The latter name is often used by many US users. Since January 20, 2025, the app has been styled rednote on both the App Store and Google Play. In September 2025, the English branding and description was removed, and the app’s name was reverted to Xiaohongshu.
Xiaohongshu was founded by Miranda Qu and Charlwin Mao in 2013 as an online tour guide for Chinese shoppers, providing a platform for users to review products and share their shopping experiences with the community. In 2015, Xiaohongshu set up its warehouses in Shenzhen, Guangdong and Zhengzhou, Henan.
On 6 June 2017, Xiaohongshu held a shopping festival to celebrate its fourth anniversary, which saw the sales revenue exceed CN¥100 million in two hours, while the app ranked in first place in the iOS App Store under the "Shopping" category that day.
In June 2018, the Alibaba Group and Tencent invested US$300 million in Xiaohongshu, with a valuation of US$3 billion.
Due to the platform's early focus on fashion and beauty trends, Xiaohongshu's user base was predominantly female in its early years. 90% of Xiaohongshu users were women, according to a report published in April 2021. The app had attracted affluent Gen Z female users in urban China as an alternative to Instagram, which is blocked in the country. Xiaohongshu subsequently adjusted its corporate strategy to attract more male users to maintain its growth. In 2021, it announced that the platform would promote male user content. By 2022, 30% of Xiaohongshu users were male. There was criticism that the strategy, as well as Xiaohongshu's algorithm, increased harassment on the platform and made women feel less welcome. An external advertising agency marketed Xiaohongshu on other websites as a place to see "Beautiful ladies... without spending any money!" and "Sexy, beautiful car models and stylish beauties", which the company later apologized for.
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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.
As of 2020[update], 70% of the platform's users are reportedly born after 1990, and nearly 70% of them are female. In January 2025, the app 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 in accordance with the Protecting Americans from Foreign Adversary Controlled Applications Act. Xiaohongshu has been called "China's answer to Instagram".
The app was initially called "Hong Kong Shopping Guide" and targeted Chinese tourists. According to co-founder Mao Wenchao, the name Xiaohongshu (lit. 'little red book') was inspired by his career at Bain & Company and education at the Stanford Graduate School of Business; both institutions feature red as their main color. "Little Red Book" is also the English nickname for the 1964 Quotations from Chairman Mao Tse-tung. The company has stated that the platform's name is not a reference to the compilation book.
Internationally, the app was branded as RED from 2022 through 2023, then listed under the name REDnote on the Google Play store beginning in September 2024. The latter name is often used by many US users. Since January 20, 2025, the app has been styled rednote on both the App Store and Google Play. In September 2025, the English branding and description was removed, and the app’s name was reverted to Xiaohongshu.
Xiaohongshu was founded by Miranda Qu and Charlwin Mao in 2013 as an online tour guide for Chinese shoppers, providing a platform for users to review products and share their shopping experiences with the community. In 2015, Xiaohongshu set up its warehouses in Shenzhen, Guangdong and Zhengzhou, Henan.
On 6 June 2017, Xiaohongshu held a shopping festival to celebrate its fourth anniversary, which saw the sales revenue exceed CN¥100 million in two hours, while the app ranked in first place in the iOS App Store under the "Shopping" category that day.
In June 2018, the Alibaba Group and Tencent invested US$300 million in Xiaohongshu, with a valuation of US$3 billion.
Due to the platform's early focus on fashion and beauty trends, Xiaohongshu's user base was predominantly female in its early years. 90% of Xiaohongshu users were women, according to a report published in April 2021. The app had attracted affluent Gen Z female users in urban China as an alternative to Instagram, which is blocked in the country. Xiaohongshu subsequently adjusted its corporate strategy to attract more male users to maintain its growth. In 2021, it announced that the platform would promote male user content. By 2022, 30% of Xiaohongshu users were male. There was criticism that the strategy, as well as Xiaohongshu's algorithm, increased harassment on the platform and made women feel less welcome. An external advertising agency marketed Xiaohongshu on other websites as a place to see "Beautiful ladies... without spending any money!" and "Sexy, beautiful car models and stylish beauties", which the company later apologized for.
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