Xiaohongshu, a Chinese app, has unexpectedly topped download charts in the U.S., surpassing major competitors like TikTok and Instagram. Also gaining traction in France, it ranks fourth among free iPhone apps. Launched in 2013, it has over 300 million active users and is often featured by celebrities like Kylian Mbappé. Its rise is partly attributed to uncertainty surrounding TikTok’s future in the U.S., with many users seeking alternatives.
A Surprising Rise of Xiaohongshu in the U.S.
A Chinese app, with an interface that predominantly features the Chinese language, has unexpectedly captured the top spot in downloads across the United States. This intriguing phenomenon has been noticed recently, as the application known as Xiaohongshu (小红书) has soared to the highest ranks among free apps available.
Currently, on the American App Store, Xiaohongshu holds the number one position for both iPhone and iPad users. Known as RedNote in some circles, which translates to “Little Red Book,” this app has outperformed major competitors like Google Maps, TikTok, Instagram, ChatGPT, and WhatsApp.
RedNote’s Growing Popularity in France
It’s not just the U.S. that’s becoming enamored with RedNote; the app is also gaining popularity in France. According to our observations, it ranks fourth among free iPhone apps, following ChatGPT, Threads, and Temu (another Chinese e-commerce app with an English interface).
So, what exactly is Xiaohongshu / RedNote? If you’ve come across this app, it might be due to a recent partnership between the Chinese company and French football star Kylian Mbappé. In an advertisement, Mbappé prominently features and mentions the Xiaohongshu brand, ensuring it catches the attention of his fans.
Launched in 2013, Xiaohongshu has experienced significant growth, particularly during the COVID-19 pandemic in China, and now boasts over 300 million monthly active users, as reported by Nikkei. Bloomberg also highlights that the company’s profits are nearing one billion dollars, with a potential IPO on the horizon.
On Google Play and the App Store, Xiaohongshu is described as a lifestyle platform for young people, where users can share life experiences, explore a vibrant world, and seek the lifestyle they desire. The app offers features akin to those of Meta’s services, allowing users to share photos and videos, discover trends, engage with content, and even host live videos. Additionally, it includes a section for online shopping.
The Appeal of RedNote Amid Uncertainty
The rapid ascent of RedNote / Xiaohongshu in app rankings can be attributed to the uncertain future of TikTok in the United States. The app has until January 19 to secure an American buyer, or it faces a potential ban. Despite hints from Donald Trump regarding a possible reprieve, many users are already making the transition to RedNote / Xiaohongshu in anticipation of a TikTok ban.
Numerous American users have begun referring to themselves as “TikTok refugees,” expressing a desire to find a new community due to the looming threat to TikTok. However, the true extent of this migration remains unclear.
It’s essential to consider that while the potential ban on TikTok — possibly influenced by Meta’s desire to eliminate the competition — could be driving this temporary influx to RedNote / Xiaohongshu, many users might also turn to platforms like Instagram or YouTube instead.
This phenomenon can be likened to previous spikes in social network popularity driven by specific circumstances, such as Diaspora, Mastodon, and Bluesky. While some of these platforms have cultivated substantial communities, they have not fundamentally altered the competitive landscape.