REDNOTE, THE CHINESE app that got its fifteen minutes of fame during the “TikTok refugee” trend last year, has ambitions to become a global social media giant. As it expands, the company is increasingly taking steps to separate its Chinese and international user bases, WIRED has found.
Rednote recently launched Rednote.com, a new web domain for the international arm of its business, and has been redirecting some users there instead of to its original Chinese domain, Xiaohongshu.com. It also published two separate terms-of-service documents for domestic and foreign users.
Since its founding in 2013, Rednote has grown into one of the largest and buzziest social media platforms in China, with some 300 million monthly active users. It’s now known as the de facto app for young, urban people in China to share lifestyle and travel content. Since the app was unexpectedly thrust into the international spotlight in January 2025 when TikTok was briefly banned in the US, the company has been slowly rolling out a comprehensive globalization strategy. It recently began hiring corporate employees in the US who will open new regional offices, according to the tech publication Rest of World.
What has not been previously reported is that the company is also taking steps to solidify “Rednote” as a separate corporate entity to oversee the app’s international users. The company’s Chinese parent organization, Xiaohongshu, registered Rednote Technology PTE LTD in Singapore in mid-2025, according to public corporate registration databases. The company also claims to use Singapore-based servers to host international user data. Rednote did not respond to WIRED’s requests for comment.
