TMTPOST -- Ahead of a critical U.S. Supreme Court decision on short-video TikTok's future, many users fled the ByteDance-owned app, pushing a rival Chinese social media platform to the top of Apple's U.S. charts. On Monday, Xiaohongshu, literally translated as "Little Red Book," surged to the No. 1 spot for free-to-use social platforms on the iPhone App Store.
Screenshot of app download ranking in the U.S.
A group of U.S. TikTok users, calling themselves "TikTok refugees," was suddenly seen on Xiaohongshu platform, known as "Red Note" in English. This week, Xiaohongshu saw a surge in new English-language content and users, with the #tiktokrefugee hashtag gaining over 25 million views.
Newcomers to Xiaohongshu are introducing themselves with posts like, "Yes, I’m from America because of the TikTok ban lol. Anybody else from America?" In the comments, users are sharing their locations from states like California, Missouri, New York, Texas, Ohio, and Colorado, with one user humorously remarking, "Lmfaooo the migration is hilarious."
Screenshot of user's post
Chinese netizens have reacted with a mix of amusement and confusion. One user quipped, “Why today so many English posts in my feed! Oh my eyes! I can’t read it or translate it!” Another welcomed the influx, saying, "Welcome! Finally, we break the invisible wall together!" Another commented, “Interesting. Little Red Book has become international overnight.” There are also comments like “If you had come earlier, wouldn't I have already passed the IELTS and TOEFL exams?” As English content grows, bilingual users are stepping up to assist with translations.
Interestingly, Chinese netizens are turning Red Note into another Zuoyebang app, the largest K12 online education platform in China. They uploaded English exam papers in their posts or comment section and these “TikTok refugees” are taking the initiative to write answers for them.
Unlike Tiktok, which only provides short video feeds, Xiaohongshu is more like a search engine, offering everything from life hacks to styling suggestions.
In one widely shared video, a creator encouraged fellow TikTok users to migrate to Xiaohongshu, sharing her experience on the app. Another creator used an AI translator to convey the message in Mandarin, saying, "Americans support Chinese more than you think." Other newcomers humorously lamented how they would miss their "Chinese spy" when TikTok is potentially banned in the U.S., sparking responses from Chinese users.
"The reason so many Americans are moving here is because TikTok is about to be banned in the U.S. due to concerns over data privacy, given its Chinese ownership," explained WakoGeek, a newcomer, in a video she posted on Red Note.
The U.S. Supreme Court held a two-hour hearing on January 10 regarding TikTok's future in the U.S., with a decision expected soon. On December 6, 2024, a U.S. federal appeals court upheld a law requiring ByteDance, TikTok's parent company, to divest the app in the U.S. by January 19, 2025, or face a ban.
Dakota, an Indiana resident and new user, told AsianFin that many people like her have turned to Red Note following the developments surrounding TikTok. On Red Note, Dakota posted photos of her book collections and cat.
"After opening an account on Red Note, I found it very similar to TikTok, and it's one of the few Chinese apps available on the U.S. App Store," Dakota said.
Speaking of other alternatives of TikTok app, an American user expressed dissatisfaction about Instagram, saying “Everything about it sucks. It's like a fake runway for people to show off in the reels. The vibes, the humor, the interface, everything is different. I'm gonna miss TikTok so much. Love you.”
Meanwhile, many existing users on the platform have shared videos offering English-language tutorials on how to navigate the app, which is predominantly in Mandarin. Tips include how to activate Chinese-English subtitles and use the app's translation feature to understand Chinese content. New users are welcomed with comments and helpful advice on how to use the platform. "If you’re interested, you can click the link in the comments to join a group chat," one Chinese netizen wrote.
A Chinese user, Liu, who posted some helpful tips for international users, noted that many foreigners had questions about how to use Red Note. She said sharing these tips would help newcomers use the app more effectively and avoid inappropriate content.
"The fundamental principle of communication is openness and inclusiveness. We also hope that they will bring their perspectives on China, allowing us a chance for fair communication," Liu said.
Vladdy, another new comer, told AsianFin that she is willing to learn Chinese to better use the app, adding that studying the language is now on her to-do list for 2025.
As of the latest reports, Red Note ranks first among U.S. social networking apps in the App Store. Many newcomers have expressed their apologies for not knowing Mandarin and promised to take Chinese language lessons.
"I would love to interact with both Chinese and U.S. users. One thing I hope to see is an in-app translation feature for comments," Dakota said. She also noted the shopping feature in the app and hopes it will be available to international users in the future.
In March 2024, China’s Foreign Ministry stated that the proposed TikTok ban puts the U.S. government in opposition to the principles of fair competition and international economic rules.
If so-called 'national security' concerns can be used to arbitrarily suppress other countries' leading companies, there is no fairness or justice left. It’s entirely the logic of a robber when one seeks to take something good from another, the ministry said. The ministry pointed out that the U.S.'s handling of TikTok will reveal whether its so-called "rules" and "order" benefit the world or only serve U.S. interests.
According to The New York Times, U.S. President-elect Donald Trump may attempt to "rescue" TikTok, which boasts 170 million U.S. users, though the law is set to take effect the day before his inauguration.
"We're still hoping for a miracle, and even if the ban doesn't happen, I’d still love to stay on Red Note," Dakota said. "The Chinese people here are so kind, and I wouldn't want to leave such a wonderful community."
Alongside ByteDance, Xiaohongshu remains one of the few major Chinese tech unicorns yet to go public. Backed by China’s e-commerce giant Alibaba Group and venture capital firm HongShan, the app is projected to double its net profit to over $1 billion in 2024, according to Bloomberg News.
更多精彩内容，关注钛媒体微信号（ID：taimeiti），或者下载钛媒体App
