BEIJING (Reuters) – Chinese social media app RedNote has been thrust into the spotlight after more than half a million TikTok users recently joined the platform to protest a possible immediate ban on the short video app in the United States.
Known in China by its Chinese name “Xiaohongshu”, the platform is a popular lifestyle app where users document their lives and post recommendations.
Here are some details about the app:
WHAT IS THIS APPLICATION?
RedNote is often considered a localized adaptation of Instagram in China. His Chinese name Xiaohongshu means “Little Red Book” in English, a term that traditionally refers to a collection of sayings by Chinese Communist leader Mao Zedong.
Today, it is considered the most popular search engine in China for recommendations and the most popular topics about the application covering beauty, fashion, travel and food. Its users in China are mostly young people and women.
Its interface differs from TikTok or Instagram in that it displays multiple posts—whether videos, photos, or longer texts—simultaneously.
Users can join discussions, share their posts, call each other and buy products. The platform has recently made a big push in live streaming sales.
As of 2023, it had more than 300 million monthly active users, according to Chinese media reports.
WHO OWNS REDNOTE?
The app was co-founded by Miranda Qu, its current president, and Charlwin Mao, its CEO, in 2013 in Shanghai. They initially called the app “Hong Kong Shopping Guide” and targeted Chinese tourists looking for recommendations outside the mainland.
RedNote is considered a potential IPO candidate. Among the shareholders are Chinese technology giants Alibaba (NYSE:) and Tencent, Singapore state investor Temasek as well as venture capital firms GSR Ventures, DST Global and GGV Capital.
Mao has a personal fortune of about 18 billion yuan ($2.5 billion), while Qu has a fortune of 12 billion yuan, according to China’s Hurun rich list.
DOES IT HAVE GLOBAL AMBITIONS?
The app is mainly used by Chinese people and while users have the option to change the app’s language, most of the content so far has been in Mandarin.
The influx of TikTok users seems to have caught RedNote by surprise. Two sources familiar with the company said they are looking at ways to moderate English-language content and build English-to-Chinese translation tools.
RedNote maintains only one version of its application, instead of splitting it into foreign and domestic applications. In contrast, Tencent runs overseas and domestic versions of its WeChat app, while ByteDance also has a mainland China version of TikTok called Douyin, partly to comply with Chinese government moderation rules.
The company wants to capitalize on the sudden surge in attention, as executives see it as a potential path to achieving TikTok-like global popularity, the sources said. RedNote did not respond to a request for comment.
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