What is Little Red Book? Could it become the Next TikTok?
(this article has been updated to make the text concise and cohesive)
Bye, Bye, TikTok
As TikTok's fate hangs in the balance, caught between the courts of Elon Musk and Chinese officials, a previously lesser-known app, Xiaohongshu (Little Red Book), has suddenly taken the international spotlight.
The rise of Xiaohongshu has been swift and surprising, almost like a wildfire spreading across Los Angeles, catching many off guard. By Monday, Xiaohongshu had become the most downloaded app on the iPhone App Store.
With the looming January 19 deadline requiring TikTok to be sold to a U.S. buyer to avoid a ban, the stakes are high. Despite efforts from TikTok's parent company, Beijing-based ByteDance, to challenge the decision in the U.S. Supreme Court—citing press freedom violations—the judges are expected to uphold the ban. This situation is set to unfold in a messy and uncertain manner after January 19 when the ban on TikTok is likely to take effect.
This uncertainty has prompted many so-called "TikTok refugees" to search for alternatives. While Instagram is expected to benefit, surprisingly, Xiaohongshu has emerged as a strong contender to fill the void left by TikTok.
Xiaohongshu, though widely popular, differs from Douyin (TikTok's Chinese counterpart). While Douyin has captured the attention of less-educated consumers in China—I've personally witnessed taxi drivers watching Douyin videos while waiting at traffic lights—Xiaohongshu's user base tends to be more urban and educated. The app is known for users sharing personal journeys, photos, and restaurant reviews.
Though TikTok's future remains uncertain, with Elon Musk yet to decide on taking over ByteDance’s U.S. subsidiary, Xiaohongshu’s rise signals the strength of China's innovative social media ecosystem.
Could Xiaohongshu follow in TikTok’s footsteps and become the next sensation in the U.S.? It's still too early to tell. However, its growing prominence shows that China’s social media landscape continues to evolve and capture global attention.