Little Red Book

Xiaohongshu (also known as Little Red Book or RED) is a popular Chinese social media and e-commerce platform that blends lifestyle sharing with product discovery. Launched in 2013, it allows users to post photos, videos, and reviews—especially focused on beauty, fashion, travel, and wellness. The platform is particularly known for its influence among young, urban consumers and its strong community of content creators, often referred to as "influencers." Beyond social interaction, Xiaohongshu integrates shopping features that allow users to purchase products directly through the app, including international brands. This combination of social content and commerce has made it one of China’s leading “content-driven” shopping platforms, sometimes compared to a mix of Instagram and Pinterest with e-commerce functionality. With over 200 million monthly active users, Xiaohongshu plays a major role in shaping consumer trends and brand reputation in China.