New York: RedNote, the Chinese social media app also known as Xiaohongshu, has experienced a significant surge in US users just days ahead of a proposed ban on TikTok.
In a live chat session titled “TikTok Refugee”, more than 50,000 users from the US and China joined discussions, where American users exchanged ideas with Chinese counterparts about topics like food and unemployment.
However, some conversations veered into more sensitive areas, such as the political differences between China and Hong Kong, prompting caution from Chinese users.
The app’s surge in popularity has made it the second-most popular free app on Apple’s App Store, with downloads increasing over 200% year-over-year in the US alone.
RedNote, a startup with a valuation of $17 billion, has become a go-to platform for users seeking lifestyle content, including travel tips, anti-aging advice, and restaurant recommendations. In just two days, over 700,000 new users joined the platform, and US downloads saw a 194% jump from the previous week, according to data from Sensor Tower.
The app’s rapid growth has caught RedNote by surprise, as it scrambles to moderate English-language content and develop translation tools.
Unlike TikTok, which has separate domestic and international versions, RedNote maintains a single version, subject to domestic Chinese moderation rules. As a result, the app is adjusting to a growing English-speaking user base.
RedNote’s popularity comes just ahead of the January 19 deadline for ByteDance, the parent company of TikTok, to sell the app or face a potential US ban due to national security concerns. TikTok, used by roughly 170 million Americans, is especially popular with younger demographics, which has attracted advertisers eager to reach this audience.
With this new wave of users, RedNote executives see an opportunity to achieve global recognition similar to TikTok’s. Consequently, the stock prices of Chinese companies affiliated with RedNote surged by up to 20%.
MOST READ | Starbucks reinstates ‘Purchase-Only Policy’ in North America
