What Travel Brands Should Know About China's RedNote
Skift Take
For travel brands eager to tap into the booming Chinese outbound market, RedNote — known domestically as Xiaohongshu — is rapidly becoming the indispensable platform for travel inspiration and authentic user-generated reviews. The social media app is reshaping how travelers plan their journeys and discover new destinations.
RedNote is “the first place now that Chinese people go for travel inspiration,” according to Olivia Plotnick, who runs Wei Social, a Shanghai-based consulting firm that helps global brands develop social media marketing strategies for the Chinese market.
In 2021, when RedNote users discovered that Dusseldorf has a thriving Asian food scene, the hashtag #weekendtriptoDusseldorf started trending. A report in Rest of World mentioned how the platform opened up Düsseldorf’s food scene to a growing Chinese diaspora across Europe. Boaobao, a Chinese-style bakery in Dusseldorf mentioned that they only use Chinese online platforms: WeChat for payments and RedNote for promotion.
Launched in 2013 as a niche shopping app focused on overseas luxury goods
