If you have been following the rise of Chinese social media, you have likely heard of Xiaohongshu. Often dubbed “China’s Instagram,” this platform has exploded in popularity, becoming the go-to app for Gen Z trends, beauty reviews, and travel tips.

But for non-Chinese speakers, the name itself is a puzzle. As international interest surges, especially following the rebranding of the global app to RedNote, many are asking: What does Xiaohongshu mean? Is it political? Is it just a color?

This article explains the literal meaning of ‘Xiaohongshu,’ its surprising origins, and what the platform represents in the digital world today.

What Does Xiaohongshu Mean? Etymology and Literal Translation

The Literal Translation

In Chinese characters, Xiaohongshu is written as 小红书 (Xiǎohóngshū).

• Xiao (小) = Little
• Hong (红) = Red
• Shu (书) = Book

Literally, it translates to “Little Red Book”.

The Origin Story: Why “Red”?

While the name “Little Red Book” might spark curiosity about its deeper meaning, the reality is strictly corporate, not political.

Founder Charlwin Mao has clarified that the name was inspired by two major milestones in his life that both feature red as their primary institutional color:

1. Stanford Business School (where he earned his MBA).
2. Bain & Company (the consulting firm where he worked).

The name was chosen to represent a guide for shoppers (originally a “tour guide” for buying overseas products) drawing on the prestige of those red-branded institutions.

Global Branding: From “Little Red Book” to “RedNote”

To appeal to global users, the app has undergone several name changes internationally.

• 2022-2023: Branded simply as Red.
• 2024: Listed as RedNote.
• Jan 2025: Officially rebranded on Apple and Google app stores as rednote, solidifying its international identity.

What is Xiaohongshu? Platform Overview and Core Features

While it started in 2013 as a PDF guide for travelers shopping abroad, Xiaohongshu has evolved into a massive “lifestyle community”. Think of it as a hybrid of Instagram (visuals), Pinterest (bookmarking), and Amazon (e-commerce).

Key Features

• “Grass-Planting” (种草 – Zhòngcǎo): This is the core mechanic of the app. It refers to the act of recommending a product so effectively that the desire “grows” in the user’s mind like grass.
• Search Engine Capability: Unlike Western social media, many Chinese users use Xiaohongshu as their primary search engine to find honest reviews on everything from lipstick shades to travel itineraries.
• Diandian: An AI-powered search and discovery tool that helps users navigate the massive library of user-generated content.

Demographics and User Trends

Historically, the app has been dominated by young, affluent women.

• Gender: Primarily female, though the platform has made recent efforts to attract male users.
• Age: The majority of users are Gen Z and Millennials living in China’s urban centers.
• Growth: The platform has seen a surge in American and global users since 2025, partially driven by the shifting social media landscape in the US.

The Significance of Xiaohongshu in Chinese Digital Culture

Xiaohongshu is more than an app; it is the “National Lifestyle Guide”. It influences real-world trends faster than any traditional media. A single viral post can turn a quiet street corner into a major tourist attraction or sell out a niche cosmetic brand in minutes.

Unique Slang and Community Language

To understand the app, you need to know the lingo. However, a word of warning: Xiaohongshu slang moves fast. Terms like YYDS (GOAT) or 666 (Cool) are already considered “outdated” by many Gen Z users. To fit in, you need to follow the current trends closely.

• Zhòng Cǎo (种草): “Planting grass” – The core concept of the app. It means recommending a product so effectively that you “plant the seed” of desire in someone else’s mind.
• Bá Cǎo (拔草): “Pulling grass” – The counterpart to planting. It typically means buying the product (harvesting the grass) to satisfy the desire. Note: In some contexts, it can also mean “weeding out” a product—realizing it’s actually bad and losing interest.
• Tīng Quàn (听劝): “Listening to Advice” – A massive current trend where users post photos of themselves (often regarding fashion or hairstyles) and ask the community for brutal, honest feedback—and actually follow it.
• City Walk: A massive trend that goes beyond just a phrase—it is a lifestyle. It refers to wandering aimlessly through a city to explore hidden gems and soak up the atmosphere rather than rushing to tourist traps. To promote this, Xiaohongshu hosts an annual “Ma Lu Jie” (Street Lifestyle Festival), encouraging users to go offline, roam the streets, and create content.
• Dǎ Kǎ (打卡): Literally “punching the card” (like clocking into work). On Xiaohongshu, it means checking in at a trending location, restaurant, or art exhibit. Users travel to specific photogenic spots just to “dǎkǎ” and prove they were there, often collecting digital or physical stamps during platform events.
• Chōu Xiàng (抽象): “Abstract” – Used to describe behavior that is bizarre, illogical, or just weirdly funny. If a video makes no sense but is hilarious, it’s “Abstract.”

Ownership, Business Model, and Governance

Who Owns Xiaohongshu?

The company was founded in Shanghai in 2013 by Charlwin Mao and Miranda Qu. It is a private company backed by major global investors.

Key Financials:

• Investors: Backed by heavyweights including Tencent, Alibaba, DST Global, Hillhouse, and Sequoia China (HongShan).
• Business Model: Revenue is driven primarily by advertising and e-commerce services.
• Valuation: The company has seen significant valuation growth as it targets profitability.

Content Moderation and Challenges

Like all Chinese internet platforms, Xiaohongshu complies with domestic regulations.

• Sensitive Topics: Discussions on sensitive political or religious topics are moderated.
• Trust Issues: In the past, the app faced criticism for “fake reviews.” In response, it has launched rigorous campaigns to filter fraudulent content and restore trust.
• International Bans: The app has faced scrutiny in regions like Taiwan and on US government devices due to data security concerns.

FAQ: Frequently Asked Questions

What does Xiaohongshu mean in English?

It literally translates to “Little Red Book.” The name refers to the red branding of the founders’ alma mater (Stanford) and former employer (Bain).

Is Xiaohongshu the same as Red or RedNote?

Yes. RedNote is the official international name for Xiaohongshu outside of China.

Can international users join Xiaohongshu?

Yes. You can download the app and sign up using an international phone number. However, the interface is primarily in Chinese, so you may need translation tools to navigate effectively.

Is it safe to use Xiaohongshu outside China?

For general personal use, it is widely used globally. However, some governments restrict it on official devices due to data privacy concerns.

How is it different from TikTok?

TikTok is video-first and entertainment-focused. Xiaohongshu is utility-first, focusing on image-text reviews, shopping guides, and practical advice, similar to a searchable version of Instagram.