Xiaohongshu is profoundly transforming the way young Chinese people organize their travels. Nicknamed the "Chinese Instagram," the app allows users to share photos, videos, and live streams, but it primarily serves as a search engine to find restaurants, plan itineraries, or locate the most photogenic spots.
With 350 million monthly active users, 50 million more than a year ago, the platform can transform a destination's appeal. The historic Shichahai district in Beijing, for example, attracts many female visitors who come to have their pictures taken in traditional dress. In Zibo, in Shandong province, a simple skewer that went viral was enough to trigger a surge in tourism.
Popular places are becoming dependent on the app
This influence is also transforming the local economy. Photographers, restaurateurs, and shopkeepers with a large following on Xiaohongshu benefit from considerable visibility, while others struggle to attract customers. However, sponsored posts can lead to disappointment when the actual experience doesn't match the influencers' enthusiastic recommendations.
The app, also known as RedNote, is now starting to attract foreign travelers, particularly in Malaysia and Singapore. A listing on the Hong Kong Stock Exchange is reportedly being considered before the end of 2026. However, its success is also fueling overtourism and making some destinations dependent on particularly volatile digital trends: a place can be overwhelmed with visitors as quickly as it can disappear from screens.
Community
Comments
Write a comment
Be the first to comment on this article.