On January 14 2025, as the potential TikTok ban loomed, a wave of American users flocked to rednote. These users, dubbing themselves “TikTok Refugees,” sought to integrate into the platform’s community by posting about kitties and puppies as “pet taxes” and crafting bilingual posts to appeal to Chinese users. While rednote is traditionally a hub for Chinese users sharing food, scenic destinations, and lifestyle tips, the influx of overseas users also brought new cultural exchanges, including memes and trending jokes.
The platform quickly rose to the top of the US App Store charts. According to the data, rednote saw a more than 20-fold increase in downloads in the US from January 8 to January 14, a staggering 30-fold jump compared to the same period in 2024. Several factors contributed to this surge that Americans are turning to rednote :
1. Protest Against the TikTok Ban: Many users turned to Chinese platforms to voice their frustration with the US government’s ban on TikTok under the guise of “national security.”
2. Rejection of Meta’s Platforms: Due to Meta’s public support for the TikTok ban, some users actively avoided its alternatives.
3. Influence of Overseas Chinese Communities: Recommendations from Chinese users and influencers on TikTok also encouraged the shift.
This surge of activity brought unprecedented cultural exchange. By January 16, the hashtag #TikTokRefugee had amassed over 800 million views and millions of interactions, according to analytics firm QianGua Data. rednote even launched a midnight recruitment drive for English content moderators to handle the influx.
Despite its viral success, the sustainability of rednote’s popularity among international users remains uncertain. Industry experts have raised concerns about potential risks to the platform.
Chris Baker, founder of social and digital strategy firm Totem, described rednote as “China’s best-protected social media app.” While its current size might shield it from immediate threats, Baker warns that sustained growth could attract scrutiny from US lawmakers and Chinese regulators alike. “Millions of Americans interacting with Chinese users could trigger closer monitoring on both sides,” he noted.
Additionally, Baker highlighted the impact on rednote’s core Chinese user base. A sudden influx of international users may lead to misunderstandings in comments, misaligned algorithms, and disruptions to the platform’s primary audience.
Bryce, co-host of the ShanghaiZhan podcast, likened the situation to WeChat’s explosive growth in 2012 in China. At rhat time, users seeking greater privacy migrated en masse from Weibo to WeChat, forever altering the landscape of Chinese social media. He raised questions about whether rednote could experience a similar turning point.Bryce also emphasized the challenges ahead for American users. “rednote serves a different purpose than TikTok, so American users will need time to understand how it fits into their existing social media ecosystem. Additionally, the platform must navigate complex regulatory environments, similar to those that forced LinkedIn to exit China.” Some American users have already had their accounts suspended due to content violations, highlighting the platform’s steep moderation challenges.
Experts agree that rednote may eventually need to create separate applications for domestic and international audiences, possibly rebranding the global version. Maintaining distinct content streams for Chinese and international users could prevent friction while preserving the platform’s vibrant community. However, striking a balance between localizing content and protecting its culturally rich and tightly connected community will be critical to rednote’s international success. Transparency, privacy, brand safety, and inclusivity will be key factors in earning user trust in non-Chinese markets.
As a result, the “Great resnote Migration” represents a rare moment of direct cultural exchange between US and Chinese users. At a time of growing geopolitical tensions, the phenomenon has strengthened ties in unexpected ways, challenging narratives of inevitable digital decoupling between the two countries. rednote’s rapid response to this influx has set a new benchmark for adaptability. For brands and platforms alike, this underscores the platform’s unique position as a bridge for cross-cultural engagement.
At Sweekli, a leading distributor of international brands in China, we have been consistently emphasizing rednote’s importance as both a marketing channel and social platform. As more brands look to establish a presence on rednote, not only in China but globally, we remain committed to helping them navigate this evolving landscape. This shift towards building international influence on rednote is destined to become an unstoppable trend.