Xiaohongshu, a Chinese social media application, is becoming a focal point for cross-cultural interaction between netizens from the United States and China. The app has experienced a notable surge in U.S. downloads, surpassing 1.2 million from December 2024 to mid-January 2025. This growth highlights Xiaohongshu's expanding influence as a purely Chinese operation without a separate app for domestic users, unlike TikTok and its Chinese counterpart, Douyin.
While predominantly featuring a Chinese-language interface, Xiaohongshu attracts a significant number of U.S. users. However, the app's adherence to Chinese government laws and regulations raises potential challenges for American users accustomed to the freedoms offered by Western social media platforms. Xiaohongshu’s community guidelines emphasize compliance with the Chinese Constitution and laws, promoting values such as patriotism, collectivism, and socialism. Posts that touch upon sensitive subjects like Xinjiang and Tiananmen are often blocked or flagged as violations under these guidelines.
In 2022, a leaked internal document revealed the platform's active role in censoring discussions deemed controversial or destabilizing. As the app continues to attract Western users, it faces increasing pressure to moderate content according to Beijing’s censorship requirements. This has led to further scrutiny of its community guidelines, which aim to spread the "correct view" of history and culture.
Chinese bloggers and influencers play a crucial role in guiding new users through the platform's rules and restrictions, helping them avoid account bans. Despite efforts to integrate new users seamlessly, some Chinese netizens express concerns over the potential dilution of Xiaohongshu's unique culture due to the influx of American users. Nationalistic apprehensions about Western cultural influence have also surfaced.
Foreign Ministry Spokesperson Guo Jiakun addressed the situation, emphasizing China's supportive stance on cultural exchanges:
"China has always supported and encouraged strengthening cultural exchanges and promoting mutual understanding among the peoples of all countries." – Guo Jiakun, Foreign Ministry Spokesperson
The app's rise in popularity in the West offers an intriguing glimpse into interactions between Chinese and American netizens. The Global Times editorial praised "the friendliness and openness of Chinese users," reflecting a positive outlook on these cross-cultural engagements.
Despite these promising aspects, Xiaohongshu faces considerable challenges in balancing content moderation with user engagement. The app must navigate complex regulatory landscapes while fostering an environment conducive to cultural exchange. As Xiaohongshu continues to grow its user base across borders, it remains to be seen how effectively it can manage these conflicting demands.
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