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US TikTok Users Flock to RedNote, Encountering Censorship for the First Time

 

As TikTok faces a potential ban in the United States, many American users are migrating to Xiaohongshu, known internationally as RedNote. This Chinese social media platform, previously unfamiliar to most non-Chinese speakers, is experiencing a surge in popularity as “TikTok refugees” seek new digital homes. However, the cultural and regulatory differences they encounter on RedNote are sparking mixed reactions.

The Appeal of RedNote
For some, RedNote offers a refreshing experience. Heather Roberts, an American artist, praised the platform for fostering kindness and cross-cultural connections. “We’re finding that the Chinese people are not so different from us. It’s a beautiful thing,” she said. RedNote, one of China’s largest platforms with 300 million users, has swiftly climbed to the top of the US App Store, capturing the curiosity of a new audience.

Challenges with Censorship
However, many users are quickly learning that RedNote operates under rules vastly different from those of Western platforms like TikTok and Instagram. Content moderation on RedNote adheres to stringent Chinese internet regulations, which go beyond banning violent or explicit material. Politically sensitive topics, LGBTQ+ discussions, and even seemingly innocuous posts can be removed.

For instance, one user who identified as non-binary reported their post inquiring about LGBTQ+ inclusion was deleted. Frustrated, they announced plans to leave the platform, only to face homophobic backlash. Another user questioned why their fitness photos were censored, to which a Chinese user suggested covering their chest, as displaying nipples is often restricted on Chinese platforms.

Censorship extends to cultural topics as well. Posts referencing Japanese anime My Hero Academia have been removed due to past controversies over the show’s portrayal of Japan’s wartime history. Such restrictions highlight the challenges for RedNote in managing content that resonates with global users while adhering to Chinese regulations.

Adaptation and Hiring Efforts
The influx of English-speaking users has prompted RedNote to adapt swiftly. The company is actively hiring English-language content moderators to manage the growing number of posts and ensure compliance with Chinese internet laws. Job postings for roles focused on building a “healthy content ecosystem” reflect the platform’s urgent need to balance the expectations of Western users with its regulatory obligations.

Cross-Cultural Dynamics
Despite these challenges, the platform’s expansion is seen as a win for China’s cultural influence. Ivy Yang, a tech analyst, noted that this migration represents a unique opportunity for cross-cultural understanding. “This cohort of curious users is open to engaging with China’s digital landscape, potentially fostering organic cultural exchange,” she said.

For some users, like Jeremy Fraga from Texas, RedNote offers a chance to challenge preconceived notions. Fraga, who has introduced the platform to his children, shared, “Talking to people on RedNote has shown me a different side of China. It’s reshaped my perspective, and I’m considering making it my go-to platform.”

While RedNote’s growth among US users underscores its global appeal, the platform’s journey in navigating these cultural and regulatory divides is just beginning. Whether it can successfully bridge the gap remains to be seen.

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Fred Lamy

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