From “TikTok Refugees” to Potential Customers: How Chinese Brands Are Owning RedNote’s U.S. Boom

RedNote has always been a major player in China, but no one imagined it would suddenly become both a global marketing opportunity and a cultural bridge. But beyond the social buzz, Chinese brands saw a rare chance to expand their reach: how did they react to this unexpected wave of new audiences?

Is RedNote becoming the next haven for TikTok refugees?

As TikTok’s future in the U.S. became uncertain, millions of users rushed to find a new digital space. Many of them—quickly branding themselves as “TikTok refugees”—flocked to RedNote (or Xiaohongshu), unexpectedly transforming the once predominantly Chinese platform into a global meeting ground. With the hashtag #TikTokRefugee amassing billions of views, this sudden surge sparked an unprecedented cultural exchange: American and Chinese users immediately began to share snapshots of their daily lives, comparing everything from school lunches to city life.

But RedNote didn’t just watch from the sidelines. Recognizing that American users needed a reason to stay, the platform launched a targeted marketing campaign, bringing U.S. influencers on board to showcase the app’s unique features, international reach, and thriving community. These creators were encouraged to share their experiences, introduce the platform to their audiences, and position RedNote as the next big social media trend. The plan paid off: by January 2025, over 22% of RedNote’s total downloads came from the U.S., a dramatic jump from just 2% in the same period the year before.

How TikTok’s chaos opened new doors for Chinese beauty brands

Chinese beauty brands wasted no time in turning RedNote’s sudden global spotlight into a golden opportunity. For years, many of these brands relied on international platforms for marketing, but now, with millions of American users pouring into their own backyard, the script has flipped. Recognizing the potential to connect with a brand-new audience, brands like Winona, Judydoll, Carslan, Chando, and Perfect Diary introduced themselves with simple bilingual greetings, cleverly highlighting their unique selling points.

But some brands went further, using humor and interactive content to break the cultural barrier. Judydoll, for instance, posted a playful “Learn Chinese with Me” video, sparking engagement with international users. Chando even released a Spanish-language video, expanding its appeal beyond English-speaking audiences. This surge of international attention also prompted RedNote itself to introduce new translation features and English-language moderators, ensuring smoother communication between brands and their new overseas followers. What started as a simple migration of users soon transformed into a breakthrough moment for Chinese beauty brands, allowing them to connect with international consumers like never before.

Winning over international audiences with meme marketing

Chinese food and food delivery brands are making the most of RedNote’s sudden international buzz, using bilingual posts and creative content to connect with American users. Yili Milk (伊利牛奶) and JOYTOFU jumped in with fun, eye-catching posts in Chinese, adding English subtitles to make sure their message reached everyone. Their playful slogan—“It’s time to start bilingual advertising”—set the stage for an engaging way to introduce their products to a global audience.

Meanwhile, Eleme (饿了么), one of China’s biggest food delivery platforms, took a different approach by tapping into meme culture. Relying on humor’s ability to break down language barriers, Eleme playfully interacted with users, making its comment section a space for fun conversations between cultures.

Instead of simply promoting their services, these brands showed how a mix of adaptability, humor and creativity can potentially turn cultural curiosity into brand loyalty on a global scale.

“Hello, new friends!”: Chinese travel brands speak global

RedNote has long been a go-to platform for trip planning in China, offering a mix of user-generated travel guides, hidden gems, and itinerary inspiration. With its blend of Instagram, Pinterest, and Yelp-style content, it plays a key role in how Chinese travelers map out their journeys. Now, with millions of Americans joining the platform, Chinese travel brands are seizing the chance to introduce their services to a fresh international audience.

Leading travel agencies like Trip.com Group and Qunar were among the first to embrace this shift, welcoming newcomers with playful English-language posts. Using hashtags like #TikTokRefugee, they posted lighthearted messages such as “Hello, new friends!” and quick guides on how to book flights, hotels, and local experiences. Some posts leaned into humor, like Trip.com’s quirky caption: “Want fly? We can. Want hotels? We have. Want trip? Find find me.” This informal approach can help make Chinese travel services feel more accessible to global users, but only time will tell if RedNote’s sudden rise will last long enough to truly reshape how Chinese travel brands engage with international tourists.

Whether this trend lasts or fades as TikTok regains its footing, its impact is already undeniable. During the pandemic, China heavily limited exposure to international brands. This sudden cultural exchange on RedNote, however brief, has reignited global brand engagement, opening new doors for future growth.

“Hello, new friends!”: Chinese travel brands speak global

Partner with us.

Explore new possibilities for your brand.

Contact Us