Xiaohongshu surges in popularity as TikTok faces uncertainty in the U.S.
TikTok’s ban in the U.S. was temporarily halted, allowing the app to remain operational. However, amid the ongoing uncertainty over TikTok’s future, Xiaohongshu (RedNote), a Chinese social media platform, has seen a surge in popularity as more Americans continue to download and use it. The app introduced a translation feature for Mandarin and English posts and comments, boosting its ranking in U.S. app downloads. Xiaohongshu’s user base has grown rapidly, with many Americans posting under the “TikTok refugee” hashtag. Despite the language barrier, American users find the platform’s content engaging, particularly its insights into Chinese culture. Even with TikTok's return, many users plan to continue posting on Xiaohongshu. The app’s Chinese users also assist international users in navigating China’s strict censorship rules. Meanwhile, Xiaohongshu is quietly expanding its operations, with frequent job openings signaling its ambition to expand beyond the domestic market.