“Piping hot” is an understatement of how popular Little Red Book, or Xiaohongshu, is in China. It’s the ultimate shopping guide for fashion, beauty, travel, and lifestyle products and services.
Hailed as Chinese Instagram, Little Red Book (also known by its Chinese pronunciation "Xiaohongshu" or simply "RED") does so much more than Instagram.
With over 200 million monthly active users — of which 72% are 30 years old or younger, 50% live in top-tier cities and 70% are female users — Little Red Book has asserted itself as one of the unmissable social media platforms for content creators and brands.
Since its creation, Little Red Book has positioned itself as the shopping guide and experience review of all things fashion, beauty, travel, and lifestyle, so much so that it’s becoming a “search engine” for these topics.
Supported by its advanced algorithm, it always displays the most relevant content to its users, allowing brands, particularly new brands just starting out in China, to quickly gain exposure.