Xiaohongshu has announced its first major offline IP event, Red Land —an open-world themed adventure festival set for August 8–10 on Fuxing Island in Shanghai.

The event targets fans of gaming and anime subcultures, featuring over 20 popular anime IPs such as Pokémon, Aniplex and Toei Animation, along with over 30 game franchises including Honor of Kings, Genshin Impact and Cyberpunk 2077. Red Land will also include original themed booths and live appearances by cosplayers and performers.

The event follows Xiaohongshu’s rebrand as “Your Lifestyle Interest Community,” reflecting growing engagement in anime and gaming, now the platform’s third- and fourth-largest content categories with year-on-year post growth of 175% and 168%, respectively.