TikTok Refugees: What’s the Future for Xiaohongshu?

The phrase TikTok Refugee has quickly become familiar to Chinese audiences, highlighting a growing phenomenon that marketers should closely watch. But what exactly happened, and how can brands leverage these ever-evolving policies and trends to their advantage?

According to BBC, on January 19th, a U.S. law banning TikTok officially came into effect, citing concerns over its ties to the Chinese government. Late on Saturday, a message appearing on the TikTok for US users claimed a law banning TikTok had been enacted, meaning “you can’t use TikTok for now”.

The video-sharing app was banned over concerns about its links to the Chinese government. It was given until 19 January to be sold to an approved US buyer to avert the ban. In the hours leading up to the social media platform going offline, content creators had been posting videos to say goodbye to their followers.

As TikTok went offline in the U.S., millions of users were left scrambling to find an alternative platform. Among them, many turned their attention to Xiaohongshu, a Chinese app often compared to TikTok for its similar style of short-form video content.

The Migration to Xiaohongshu

Even before TikTok’s shutdown, American creators were flocking to Xiaohongshu, bringing with them a wave of new energy. From celebrities like Sabrina Carpenter and Olivia Rodrigo to micro-influencers and everyday content creators, a diverse array of users began posting under the hashtag #TikTokRefugee.

The sudden influx of American users brought a mix of content to Xiaohongshu: some expressed frustration over the ban, others praised Chinese culture and audiences, while many poked fun at the situation with humor-filled posts. This trend quickly captured the attention of Chinese creators, who seized the opportunity to engage with their new audience by creating English-language content.

Fyp (for you page) is filled with foreign Tiktok content

From lessons on Chinese slang to tips for navigating life in China, local influencers found innovative ways to bridge cultural gaps and connect with the platform’s newest users.

Instructions on how to use Xiaohongshu to make content

Brands Joining the Trend

Recognizing the potential of this shift, major Chinese brands like Meituan and Alipay jumped into the action. They cleverly created posts in playful, broken English to appeal to the influx of foreign users.

For example, Alipay’s use of the phrase “mountain see mountain people” (a humorous interpretation of the Chinese idiom 人山人海) showcased how cultural humor can resonate across language barriers, making the brand appear approachable and relatable.

Similarly, Meituan waimai also applies the same strategy. With title goes straigh to the problem “do you want to eat cheaply?” the post effectively catches anyone’s attention. No excessive explanation, they jump straight to coupons and values offer like food, drinks, and entertainment, which is extremely useful for users when it comes to search for quick information in English for foreigners. This is a good tactic that we can all learn from 

What This Means for Marketers

The surge of TikTok refugees on Xiaohongshu demonstrates how rapidly digital landscapes can change. For brands and marketers, the key takeaway is the importance of agility and cultural adaptability. Platforms like Xiaohongshu provide opportunities to connect with both local and international audiences in creative and authentic ways.

By using humor, cultural references, and audience-specific content, brands can make a lasting impact, even amidst geopolitical shifts. As Xiaohongshu evolves, it’s clear that the platform is not only a refuge for creators but also a vibrant space for innovation and connection.

Conclusion

The TikTok ban may have disrupted one platform, but it also paved the way for Xiaohongshu to shine on the global stage. For marketers, this moment is a reminder that every challenge brings new opportunities to reimagine strategies and engage with audiences in meaningful ways.

The duration of the American presence on Xiaohongshu remains uncertain—will it last days, months, or even longer? With TikTok’s return to the U.S. market still unclear and the possibility of its absence persisting, now is the time to explore strategies for marketing to this new audience on Xiaohongshu.

As interest in China and Chinese products grows, this presents an excellent opportunity to showcase your brand while aligning with the latest trends. By showcasing how your brand adapts to this market, you can attract the international audience and marks your influence by showing how you care about tailoring to different markets.

Stay tuned for our upcoming articles, where we’ll delve into effective tactics and strategies for navigating this unique moment.

If you’re looking for a partner to help you expand your business in China, Cerberus Marketing is here to assist! We can customize your brand image and marketing plan to seamlessly integrate into the Chinese market. From market research and strategy development to social media management and influencer partnerships (WeChat marketing services, Little Red Book marketing, Douyin marketing), we provide end-to-end solutions to ensure your brand makes a lasting impact in China. Partner with Cerberus Marketing today and let us help you unlock the full potential of the Chinese market!

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