Xiaohongshu
Bubble
Interest
Xiaohongshu (also known as RED or Little Red Book) is a vibrant social-commerce and lifestyle-sharing community where users post short ...Show more
Xiaohongshu
Bubble
Interest
Xiaohongshu (also known as RED or Little Red Book) is a vibrant social-commerce and lifestyle-sharing community where users post short notes, reviews, and diaries, shaping trends and product recommendations in China and beyond.
Statistics
Estimated Global Reach
30M
Popularity
Medium
Regional Hotspot
Asia
Country Hotspots
CN
Discover Related Bubbles
General Q&A
Xiaohongshu is a vibrant social platform where lifestyle discovery, peer recommendations, and shopping inspiration blend, focusing on sharing honest experiences and trendy finds.
Community Q&A
Xiaohongshu is a vibrant social platform where lifestyle discovery, peer recommendations, and shopping inspiration blend, focusing on sharing honest experiences and trendy finds.
People connect through trending hashtags, the interactive 'explore' feed, comment threads, and viral challenges designed to spark engagement.
Community Q&A
Summary
Key Findings
Grass Cycle
Community DynamicsXiaohongshu revolves around a dynamic cycle of 'planting grass' (recommending) and 'uprooting grass' (debunking), creating a trust-driven balance between hype and honest critique unique to this community.
Credibility Currency
Social NormsTrustworthiness is the core social currency; users protect their reputation by blending candid reviews with aspirational aesthetics, making authenticity vital and peer accountability paramount.
Curated Vibe
Identity MarkersInsiders engage in decoding trending hashtags, viral challenges, and 'inspired ideas', signaling cultural literacy that outsiders often miss, which maintains a tight-knit cultural cohesion.
Explore Algorithm
Communication PatternsThe platform's ‘explore’ feed heavily shapes information flow, enabling rapid viral spread but also triggering swift opinion shifts as users contest and amplify trends in real time.
Sub Groups
Beauty & Skincare Enthusiasts
Users sharing product reviews, tutorials, and recommendations for cosmetics and skincare.
Fashion & Lifestyle Influencers
Content creators focusing on fashion trends, outfit diaries, and lifestyle inspiration.
Travel & Food Explorers
Members posting travel guides, restaurant reviews, and culinary experiences.
Shopping & Product Reviewers
Community segments dedicated to sharing shopping hauls, product unboxings, and honest reviews.
Statistics and Demographics
Platform Distribution
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Xiaohongshu (Little Red Book)
70%As the core platform, Xiaohongshu itself is where the vast majority of community engagement, content creation, and interaction around lifestyle sharing and social commerce occurs.
WeChat
15%WeChat supports Xiaohongshu's ecosystem through group chats, sharing posts, and facilitating community discussions among users, especially in China.
Instagram
10%Instagram hosts a smaller but growing international community inspired by Xiaohongshu's lifestyle-sharing and product recommendation model, especially among Chinese diaspora.
Gender & Age Distribution
Ideological & Social Divides
Community Development
Insider Knowledge
Terminology
Greeting Salutations
Example Conversation
Insider
种草中! 🌱
Outsider
Huh? What do you mean by that?
Insider
It means I'm currently recommending something cool (planting grass)! Your response '去拔草' means you want to share your honest take or debunk it.
Outsider
Oh, interesting way to say that! I'll try it.
Cultural Context
This greeting references the core Xiaohongshu culture of recommending ('planting grass') and evaluating or critiquing ('uprooting grass') products or experiences. It signals participation in common platform rituals and values.
Inside Jokes
‘谁拔草了就输了’ ('Whoever uproots the grass loses')
A humorous way of acknowledging that sometimes users want to keep hyped products popular, even if exposing flaws would be more honest, highlighting community tension between aspiration and critique.
Facts & Sayings
„种草 (zhòng cǎo)“
Literally 'planting grass', it means recommending a product or experience to others, sparking their desire to try or buy it.
„拔草 (bá cǎo)“
Literally 'uprooting grass', it means warning others against a product or debunking previously hyped items, often after a disappointing experience.
„真香 (zhēn xiāng)“
Translated as 'really fragrant', it is an expression of genuine delight or approval, often used after initially skeptical users end up liking a product.
„测评 (cè píng)“
Meaning 'testing and evaluation', it refers to detailed reviews or product testing content valued for authenticity and thoroughness.
Unwritten Rules
Do not exaggerate product effects excessively.
Exaggeration leads to loss of trust and damage to personal credibility, which is paramount in this community.
Engage respectfully when debating a product’s merits.
The community discourages aggressive negative comments; polite critiques maintain harmony and credibility.
Use trending hashtags properly to increase post visibility.
Understanding and applying platform-specific hashtags shows insider knowledge and improves engagement.
Mix aspirational aesthetics with honest text reviews.
Combining eye-catching photos with real opinions strikes the right balance that insiders appreciate.
Fictional Portraits
1 / 3
Lili, 27
Marketing SpecialistfemaleLili is a young professional living in Shanghai who actively uses Xiaohongshu to discover lifestyle trends and curate content as part of her personal brand building.
AuthenticityTrendsettingCommunity engagement
Motivations
- Stay updated on the latest fashion and beauty trends
- Build a strong online presence and personal brand
- Engage with like-minded lifestyle enthusiasts
Challenges
- Keeping up with rapidly changing trends
- Distinguishing authentic recommendations from paid promotions
- Balancing time between work and content creation
Platforms
Xiaohongshu app commentsWeChat groupsInstagram for international trends
种草 (zongcao) - planting grass, i.e., recommending products拔草 (bacao) - removing grass, i.e., disliking products测评 (ceping) - product review
Insights & Background
Historical Timeline
Main Subjects
Commercial Services
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1 / 3
Commercial Services
First Steps & Resources
Get-Started Steps
Time to basics: 2-3 weeks
1
Download and Explore App
1-2 hoursBasic
Summary: Install Xiaohongshu, set up your profile, and browse trending posts to get a feel for the platform.
Details: Begin by downloading the Xiaohongshu app from your device’s app store. Set up your profile with a username, profile picture, and a short bio—these are important for authenticity and community trust. Spend time browsing the homepage, trending topics, and recommended posts. Pay attention to the style of posts, common hashtags, and the way users interact through comments and likes. This step is crucial for understanding the platform’s unique culture, visual language, and etiquette. Beginners often overlook the importance of a complete profile, which can limit engagement. Take notes on content that resonates with you and observe how established users structure their posts. Evaluate your progress by feeling comfortable navigating the app and recognizing popular content formats.
2
Follow Relevant Creators
1-2 hoursBasic
Summary: Identify and follow creators in your areas of interest to personalize your feed and observe community norms.
Details: Search for creators who post about topics you care about—fashion, beauty, travel, tech, etc. Use hashtags and the explore function to find both popular and niche accounts. Following a mix of established influencers and micro-creators helps you see a range of content styles and engagement levels. Pay attention to how they interact with followers, the tone of their posts, and the frequency of updates. Beginners sometimes follow too few accounts, resulting in a limited feed, or only follow celebrities, missing grassroots trends. Aim to follow at least 10-20 creators to diversify your feed. This step helps you understand community standards and discover inspiration for your own content. Progress is measured by seeing your feed reflect your interests and recognizing recurring creators and trends.
3
Engage with Posts Authentically
2-3 daysIntermediate
Summary: Like, comment, and save posts that interest you, contributing thoughtful feedback to join ongoing conversations.
Details: Start interacting with posts by liking, commenting, and saving content that genuinely interests you. When commenting, avoid generic phrases—offer specific feedback or ask questions. Authentic engagement is valued in the Xiaohongshu community and can lead to reciprocal interactions. Beginners often hesitate to comment or leave superficial remarks, which limits relationship-building. Instead, reference something specific from the post or share a related experience. Save posts that inspire you for future reference. This step is important for building visibility and credibility as a new user. Evaluate your progress by tracking responses to your comments and noticing if creators or other users reply or follow you back.
1
Download and Explore App
1-2 hoursBasic
Summary: Install Xiaohongshu, set up your profile, and browse trending posts to get a feel for the platform.
Details: Begin by downloading the Xiaohongshu app from your device’s app store. Set up your profile with a username, profile picture, and a short bio—these are important for authenticity and community trust. Spend time browsing the homepage, trending topics, and recommended posts. Pay attention to the style of posts, common hashtags, and the way users interact through comments and likes. This step is crucial for understanding the platform’s unique culture, visual language, and etiquette. Beginners often overlook the importance of a complete profile, which can limit engagement. Take notes on content that resonates with you and observe how established users structure their posts. Evaluate your progress by feeling comfortable navigating the app and recognizing popular content formats.
2
Follow Relevant Creators
1-2 hoursBasic
Summary: Identify and follow creators in your areas of interest to personalize your feed and observe community norms.
Details: Search for creators who post about topics you care about—fashion, beauty, travel, tech, etc. Use hashtags and the explore function to find both popular and niche accounts. Following a mix of established influencers and micro-creators helps you see a range of content styles and engagement levels. Pay attention to how they interact with followers, the tone of their posts, and the frequency of updates. Beginners sometimes follow too few accounts, resulting in a limited feed, or only follow celebrities, missing grassroots trends. Aim to follow at least 10-20 creators to diversify your feed. This step helps you understand community standards and discover inspiration for your own content. Progress is measured by seeing your feed reflect your interests and recognizing recurring creators and trends.
3
Engage with Posts Authentically
2-3 daysIntermediate
Summary: Like, comment, and save posts that interest you, contributing thoughtful feedback to join ongoing conversations.
Details: Start interacting with posts by liking, commenting, and saving content that genuinely interests you. When commenting, avoid generic phrases—offer specific feedback or ask questions. Authentic engagement is valued in the Xiaohongshu community and can lead to reciprocal interactions. Beginners often hesitate to comment or leave superficial remarks, which limits relationship-building. Instead, reference something specific from the post or share a related experience. Save posts that inspire you for future reference. This step is important for building visibility and credibility as a new user. Evaluate your progress by tracking responses to your comments and noticing if creators or other users reply or follow you back.
4
Create Your First Note
2-3 hoursIntermediate
Summary: Draft and publish a short note or review with original photos, using relevant hashtags and clear descriptions.
Details: Plan your first post (known as a 'note') by choosing a topic you’re passionate about—such as a product review, travel diary, or lifestyle tip. Take original photos or short videos, as authenticity is highly valued. Write a concise, honest description, and use relevant hashtags to increase visibility. Beginners often struggle with photo quality or over-editing; aim for natural, well-lit images. Avoid copying others’ content or using stock photos, as this is frowned upon. Before posting, preview your note to check formatting and clarity. This step is essential for transitioning from passive observer to active participant. Progress is measured by receiving likes, comments, or saves from other users, and by feeling confident in the posting process.
5
Join Community Challenges
1 weekIntermediate
Summary: Participate in trending challenges or campaigns to increase visibility and connect with other users around shared interests.
Details: Look for current challenges or campaigns promoted on the app’s homepage or through hashtags (e.g., #OOTD, #TravelDiary). Read the rules and observe how others are participating. Create your own entry that fits the theme, ensuring your content is original and follows community guidelines. Beginners sometimes miss out on these events or misunderstand the challenge requirements. Take time to review successful entries and adapt their techniques. Engaging in challenges helps you gain followers, receive feedback, and become part of the Xiaohongshu culture. Progress is evident when your challenge posts receive engagement and you connect with other participants.
Welcoming Practices
„新人福利 (xīn rén fú lì) posts“
Special posts or groups sharing 'newcomer benefits' such as discounts or tips to help new users get started and feel included.
Beginner Mistakes
Posting overly promotional content without disclosure.
Be transparent about sponsorships or affiliations to maintain trust with the community.
Neglecting the importance of hashtags and trending topics.
Learn platform trends and properly tag posts to improve reach and engagement.
Pathway to Credibility
Tap a pathway step to view details
Consistently posting detailed, honest product reviews.
Builds reputation as a trustworthy user valued for authenticity.
Gaining recognition from fellow users through meaningful engagement and helpful comments.
Interactions with the community enhance a user’s status and broaden influence.
Collaborating authentically with brands while maintaining impartiality.
Balances commercial cooperation with community trust, key for top KOLs.
Facts
Regional Differences
Asia
In Mainland China, Xiaohongshu is a dominant source of youth lifestyle trends and often features luxury and domestic brands, while overseas Chinese users use it more for discovering authentic domestic experiences and products unavailable abroad.
Misconceptions
Misconception #1
Xiaohongshu is just another e-commerce platform.
Reality
While it integrates shopping, its core culture is authentic peer-to-peer recommendations, lifestyle sharing, and social discovery, not mere commercial transactions.
Misconception #2
It’s the same as larger Chinese social media like Weibo or Douyin.
Reality
Xiaohongshu focuses tightly on trusted product and lifestyle recommendations within a smaller, more engaged community rather than broad social or entertainment content.
Misconception #3
All Xiaohongshu content is fake or overly polished advertising.
Reality
Users heavily value credibility and often criticize or ‘拔草’ products, with many users striving for honest, nuanced reviews despite commercial pressures.
Clothing & Styles
Minimalist, trendy streetwear
Reflects Xiaohongshu users' emphasis on aesthetics and fashion-forwardness, signaling an insider’s awareness of urban Chinese youth style.
