About Xiaohongshu
Xiaohongshu —known internationally as RED— is the Chinese lifestyle social platform founded in 2013 and headquartered in Shanghai. Its website and app combine photo notes and short videos about beauty, fashion, travel, food and home, published by a largely young, urban community.
What began as an overseas shopping guide became an experience search engine: millions of users check real reviews before buying a product or visiting a place, and brands use the platform to launch products and work with creators.
Xiaohongshu also integrates its own e-commerce, so product discovery and purchase happen in the same place. Its influence on Chinese —and increasingly international— consumer trends makes it one of the country's most relevant social platforms.
What began as an overseas shopping guide became an experience search engine: millions of users check real reviews before buying a product or visiting a place, and brands use the platform to launch products and work with creators.
Xiaohongshu also integrates its own e-commerce, so product discovery and purchase happen in the same place. Its influence on Chinese —and increasingly international— consumer trends makes it one of the country's most relevant social platforms.