Xiaohongshu, The App Changing Travel Plans in China

What is Xiaohongshu?

Xiaohongshu (pronounced “SHAO-hong-shoo”) is a Chinese social media app sometimes called “China’s Instagram” or “RedNote.” It was founded in 2013 by Charlwin Mao and Miranda Qu as a platform for Chinese users to share stories, shopping tips, and travel experiences. Today, it has around 300 million users, most of them young adults in China’s major cities.

How Does It Work?

Primary Language: Most of the content is written in Chinese, making it a favorite among Chinese travelers.
Shared Experiences: Users post photos, short videos, and personal stories about places they visit—anything from local cafés to popular tourist spots.
Real-World Impact: People trust reviews and photos from real users rather than ads, so these posts can turn lesser-known areas into major attractions.

Why Is It Called the “Little Red Book”?

Its Chinese name means “Little Red Book,” which is sometimes linked to a famous book of quotations by Mao Zedong, the founding father of Communist China. But beyond the name, Xiaohongshu today is mostly about lifestyle tips, travel recommendations, fashion, makeup, and more. Think of it like a blend of Instagram (for photos) and Pinterest (for ideas), all tailored for Chinese-speakers.

The Rise of New Tourist Spots

Because Xiaohongshu is so popular among young travelers, they often share “hidden gems” rather than typical tourist places. For example, in Hong Kong:

Kennedy Town Basketball Courts: Though most locals overlook these simple courts, they’re now a hotspot for Chinese tourists wanting pictures of the city skyline.
Vintage Café Next Door: Travelers crowd the narrow sidewalk to snap photos of its retro atmosphere, sometimes causing traffic issues.

In other parts of the world:

Seoul, South Korea: A wall painted with a red rectangle in the Seongsu-dong area draws thousands of visitors.
Copenhagen, Denmark: Tourists skip famous sights to visit a neighborhood with wavy white lines painted on the ground, perfect for social media photos.

A Tool for Young Travelers

Xiaohongshu’s attraction lies in its easy-to-use interface and honest reviews. Instead of searching generic websites, Chinese travelers can find detailed guides in their own language, made by people like them.