Xiaohongshu, also known as Little Red Book (Chinese: 小红书） is a social media and e-commerce platform. It has been described as “China’s Instagram“.
As of 2022, Xiaohongshu had over 200 million monthly active users. 72% of its users are reportedly born after 1990, and nearly 70% of them are females. The app allows users and influencers to post, discover and share product reviews, most frequently related to beauty, gourmet and digital products. Travel bloggers are also known to regularly post content regarding tourism and leisure destinations on the platform. Xiaohongshu also operates RED Mall, which sells international products to Chinese users.
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