Tens of millions of U.S. users of TikTok, pushing for a ban on the app, are migrating en masse to another Chinese platform that has emerged as an alternative.

RedNote, known in China as Xiaohongshu, the Mandarin term for “little red book,” has become the most downloaded free app in the Apple App Store as of Monday.

The digital migration of so-called “TikTok refugees” comes ahead of the January 19 deadline when TikTok could be suspended in the US unless its parent company ByteDance sells the app.

Although the platform is primarily designed for Chinese users, its dynamic mix of lifestyle content, videos and community-building tools has resonated with TikTok’s displaced audience.

“The reason so many Americans are coming over at once is because TikTok is about to be banned in the US,” WakoGeek, a new RedNote user, explained in a video.

The app offers features reminiscent of TikTok, including short-form videos and engaging communities, but also stands out for its focus on lifestyle inspiration, product reviews and shopping.

During the COVID-19 pandemic, Red Note has seen explosive growth among younger Chinese users, particularly women, who now make up 79% of its 300 million monthly active users.

Its social shopping features and focus on community building have made it a hit in both China and the US.

Red Note’s popularity has caught the attention of investors.

The app has raised $917 million in venture capital from backers including Tencent, Alibaba and Sequoia China.

In 2024, the company was reportedly valued at $17 billion following a secondary stock sale, and profits were expected to be over $1 billion, according to Bloomberg.

Despite being Chinese-owned, RedNote’s rise suggests that users are prioritizing engaging content and community over geopolitical considerations.

However, it is important to note that RedNote is not a direct clone of TikTok.

While TikTok focuses on short-form video content, RedNote has been described as more similar to Instagram in that it offers a broader range of lifestyle content, including photos, in-depth reviews and community discussions.

This distinction may be of interest to users seeking a more comprehensive platform for lifestyle inspiration and sharing.