Xiaohongshu
Chinese social media and e-commerce platform
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. It is known for combining user-generated "notes" (posts mixing text, images, and short videos) with product discovery and social commerce features.
As of 2020, 70% of the platform's users are reportedly born after 1990, and nearly 70% of them are female. The South China Morning Post described Xiaohongshu as "China's answer to Instagram". In January 2025, the app briefly 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, though the app's popularity overseas quickly faded soon after that. Xiaohongshu subsequently implemented measures to separate Chinese users from non-Chinese users on the platform.
Like all other social media apps in China, Xiaohongshu operates under the strict content moderation requirements from the Cyberspace Administration of China, with content criticizing the Chinese Communist Party (CCP) or CCP general secretary Xi Jinping being forbidden.
Etymology
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.
“Xiaohongshu” enters the record as chinese social media and e-commerce platform. Crown Archives preserves that source wording while asking what Xiaohongshu, Chinese and social can confirm, complicate or overturn.
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Named sources, stable identifiers and responsible institutions provide the strongest route from overview to verifiable evidence. The source revision retrieved here is dated Sep 15, 2026. The linked authority identifier is Q55637991. The first chronological checks are 2020, 1990 and 2025.
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This entry incorporates text from “Xiaohongshu” on English Wikipedia. Contributors are listed in the page history. Text is available under the Creative Commons Attribution-ShareAlike 4.0 License. Selected authority identifiers and statements are retrieved from Wikidata under CC0; their references and qualifiers remain part of the verification path.