Chinese social media platform Xiaohongshu (also known as RedNote) will launch its cross-border e-commerce unit, Redshop, in June 2026. The platform will initially invite 50 seed merchants focused on intangible cultural heritage crafts and handmade goods, with the first markets including Hong Kong, Macau, the US, the UK, Australia, Canada, Singapore, and Malaysia. The launch follows a February restructuring placing senior e-commerce executive Yin Shi in charge of international operations. Xiaohongshu gained global attention in January 2025 when over 700,000 displaced TikTok users flocked to the app.

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