The platform Rednote, which gained significant popularity during the "TikTok Refugee" crisis last year, has unveiled new steps aimed at separating its Chinese users from the international audience. This move is part of the company's efforts to expand its reach as one of the giants of social media worldwide.
Recently, Rednote launched a new website named Rednote.com, directing some users to this domain instead of the original Xiaohongshu.com. The company has also published two separate documents for its terms of service, one for local users and another for international users.
Details of the Separation
Since its establishment in 2013, Rednote has grown to become one of the largest and most popular social media platforms in China, boasting around 300 million active monthly users. The platform is known as the preferred app for young people in Chinese cities to share everyday life and travel content. Rednote caught the world's attention in January 2025 when TikTok was briefly banned in the United States, prompting the company to implement a comprehensive strategy for international expansion.
Rednote aims to strengthen its international presence by hiring employees in the United States to open new offices in various regions. Additionally, Rednote Technology PTE LTD has been registered in Singapore as a separate entity to oversee international app users, reflecting the shift towards separating data between local and international users.
Background & Context
Chinese social media platforms face significant challenges amid the current regulatory and political environment, with governments in Beijing and Western countries monitoring data security risks and potential content censorship violations. For instance, ByteDance has decided to make TikTok a completely separate system from its Chinese counterpart Douyin, while Tencent adopts different rules for content moderation on WeChat and Weixin.
So far, it appears that the content viewed by international and local users on Rednote remains similar, but there are concerns that the entities may separate more dramatically in the future. Archived versions of privacy policies indicate that the company began creating distinct terms of service for local and international audiences as early as December 2025.
Impact & Consequences
The new terms include notable differences, as the local version of Xiaohongshu requires users under 18 years old to refrain from using the platform, while Rednote sets the minimum age at 13 years, reflecting local laws in the United States. There are also differences in content moderation guidelines, with the Chinese version imposing strict rules regarding political content.
As Rednote continues to navigate these changes, it will be crucial for the platform to balance user experience with compliance to local regulations, ensuring that both local and international users can engage effectively while adhering to their respective guidelines.
Regional Significance
This strategic separation is particularly significant in light of the challenges faced by Chinese platforms in international markets, reflecting Rednote's response to changes in the regulatory landscape. By establishing a clearer distinction between user bases, Rednote aims to mitigate risks associated with data privacy and content regulation.
In conclusion, as Rednote embarks on this new chapter, its ability to adapt to the evolving global environment will be key to its sustained growth and success in the competitive social media landscape.