Lina Irawan
Beijing’s historic Shichahai area, a picturesque lake renowned for its willow-lined banks and traditional architecture, has become a microcosm of China’s rapidly evolving tourism industry, profoundly influenced by the lifestyle app Xiaohongshu. Here, the serene backdrop belies a fierce competition among professional photographers, vying for the attention of tourists eager to capture and share their experiences on the massively popular platform. Women adorned in elegant, flowing traditional robes pose meticulously, their smiles and gestures crafted for the perfect "daka" (check-in) moment, a testament to Xiaohongshu’s pervasive impact on how Chinese residents travel and interact with their destinations.
The platform, often dubbed "China’s Instagram" or "RedNote" in English, is reportedly poised for a significant milestone, preparing to confidentially file for an initial public offering (IPO) in Hong Kong as early as the end of 2026. This move underscores its immense growth and strategic importance, not only as a social media giant but as a pivotal force in the revitalization of China’s domestic travel sector, which has recently soared to unprecedented levels.
Xiaohongshu’s Ascent: From E-commerce to Lifestyle Powerhouse
Founded in 2013 by Miranda Qu and Charlwin Mao, Xiaohongshu initially emerged as a platform for Chinese consumers to review international beauty and fashion products, facilitating cross-border e-commerce. Its early success stemmed from building a trusted community where users shared authentic reviews and shopping guides, a stark contrast to the often opaque world of online retail. Over time, it strategically broadened its scope, transitioning from a niche shopping guide to a comprehensive lifestyle platform encompassing travel, food, home decor, fitness, and more. This evolution was driven by an understanding of its predominantly female, affluent user base’s desire for aspirational content and genuine recommendations across various aspects of their lives.
The app’s interface, which shares structural similarities with Pinterest for content discovery and Instagram for visual sharing, proved highly engaging. Users can post high-quality photos and videos, write detailed captions, and even livestream their experiences, fostering a rich, user-generated content ecosystem. This visual-first approach, combined with a powerful recommendation algorithm, made it an ideal tool for travel planning and inspiration. By May of last year, Xiaohongshu boasted an impressive 350 million monthly active users (MAU), a substantial increase from 300 million just a year prior, demonstrating its accelerating dominance in the Chinese digital landscape. This growth positions it as a key player alongside established giants like WeChat and Douyin (TikTok’s Chinese counterpart), though with a distinct focus on aspirational lifestyle content and community-driven discovery.
The Rise of the ‘Daka’ Economy and Digital Photography
The phenomenon of "daka," or "checking in" at visually appealing locations, has been significantly amplified by Xiaohongshu. Tourists, particularly younger generations, actively seek out these photogenic spots to create content for their profiles, turning every scenic vista, quaint cafe, or historical site into a potential backdrop for viral posts. Beijing’s Shichahai, with its blend of natural beauty and cultural heritage, perfectly exemplifies such a "daka" hotspot, drawing throngs of visitors intent on capturing their perfect moment.
This burgeoning "daka" culture has, in turn, fueled a vibrant gig economy for photographers. Li Geng, an 18-year-old photographer at Shichahai, embodies the front lines of this competitive market. With her camera slung around her neck, she actively touts her services to passing tourists, charging 10 yuan (approximately $1.47 USD) per photo. Her approach, relying on direct engagement, highlights the challenges faced by those without a substantial online presence.
Just meters away, the scene is bustling with other photographers, often issuing precise instructions to their clients – young women elegantly dressed in traditional attire, striking poses with victory signs or artfully arched backs. The stark reality of the digital age is evident in the differential success rates. Li explains that many of her rivals possess significant social media followings, with some boasting as many as 45,000 followers on Xiaohongshu. These digitally savvy competitors leverage their online influence to offer lower prices, attracting a larger volume of customers. "That has caused more customers to flock to him while putting a massive amount of pressure on the rest of us," Li lamented to AFP, articulating the growing divide between traditional street photographers and their influencer-backed counterparts. Without a large online following, Li is left to "only rely on calling out to people on the street to get customers," a testament to the shifting dynamics of client acquisition in the digital era.
China’s Domestic Tourism Boom: A Post-Pandemic Resurgence
Xiaohongshu’s ascendancy coincides with an unprecedented boom in China’s domestic tourism. Following the relaxation of travel restrictions, Chinese citizens have enthusiastically embraced exploring their own country. Xinhua news agency reported in March that domestic travel reached record highs last year, with residents undertaking over 6.5 billion trips – a remarkable increase of more than 16 percent year-on-year. This surge is driven by a combination of factors: pent-up demand from years of limited travel, increased disposable income among a growing middle class, and government initiatives promoting domestic consumption and cultural tourism.
The platform plays a crucial role in this resurgence by democratizing travel discovery. Instead of relying solely on traditional travel agencies or established guidebooks, a new generation of travelers, particularly younger demographics, turns to Xiaohongshu as their primary source of inspiration. Ming Yii Lai, a senior strategy consultant at Daxue Consulting, confirms this trend, stating that the app is now the first place "a lot of younger travelers" seek ideas for their next adventure.
This user-centric approach has led to the popularization of previously lesser-known destinations. A prime example is Zibo, a quiet industrial city in Shandong province. Its local barbecue skewers, known for their affordability and unique marinade, went viral on Xiaohongshu, transforming Zibo into an unexpected tourist hotspot, attracting droves of visitors eager to experience the culinary trend. Tourists like Mina Chen, a 20-year-old student from Hunan province, exemplify this new travel paradigm. Visiting the Shichahai area with her sister, Chen meticulously planned her entire Beijing trip using recommendations gleaned from other Xiaohongshu users. Searching popular keywords such as "citywalk" on the app yielded comprehensive itineraries, including dining suggestions and optimized routes between attractions. "It is now indispensable (to me)," Chen told AFP, underscoring the app’s critical role in modern Chinese travel planning. Even specific elements of the travel experience, like posing for photos, are now researched on the platform, as Meng Jiaxuan, dressed in her traditional outfit at Shichahai, attested: "No matter what it is, I just search for it on Xiaohongshu."
Challenges and Criticisms in the Wake of Viral Popularity
While Xiaohongshu has undeniably revolutionized travel and commerce, its rapid growth has not been without challenges and criticisms. One significant issue highlighted by Lai is overtourism. Viral "daka" spots, once tranquil or niche, can quickly become overwhelmed by surging footfall, leading to environmental degradation, disruption for local residents, and a diminished authentic experience for visitors. Managing these sudden influxes of tourists requires robust infrastructure and sustainable tourism strategies, which local authorities often struggle to implement at the pace of viral trends.
Another point of contention revolves around the commercialization of content. The platform’s influence has attracted numerous food bloggers and lifestyle influencers who post glowing reviews of shops and destinations. However, these posts are sometimes sponsored or paid, leading to complaints from users who find the recommendations disappointing or inauthentic. The lack of clear disclosure for sponsored content can erode trust within the community, a critical asset for a platform built on user-generated authenticity. Xiaohongshu has faced pressure to implement stricter guidelines for content creators, requiring transparent labeling of advertisements and sponsored posts to maintain credibility.
Global Ambitions and Impending IPO
Xiaohongshu’s burgeoning influence extends beyond China’s borders. The platform garnered international attention last year amidst discussions of a potential U.S. government ban on TikTok. As American users, dubbed "TikTok refugees," sought alternative social media platforms, many gravitated towards RedNote, drawn by its similar visual-centric format and diverse content. This unexpected influx provided a glimpse into Xiaohongshu’s potential for global expansion, particularly among communities interested in fashion, beauty, and lifestyle content.
The most significant indicator of its global ambitions and robust financial health is its impending IPO. Recent reports, including those from the Wall Street Journal, suggest Xiaohongshu is preparing for a confidential filing for an initial public offering in Hong Kong, with a market debut potentially by the end of 2026. While the company has not officially commented on the reports, such a move would solidify its valuation, provide capital for further expansion, and elevate its global profile. Industry analysts estimate its valuation could reach tens of billions of dollars, reflecting investor confidence in its unique market position and growth trajectory. An IPO would also enable Xiaohongshu to invest more heavily in technology, talent acquisition, and strategic partnerships, further cementing its role in the digital economy.
Beyond the domestic market and potential U.S. interest, Xiaohongshu is actively gaining traction among Chinese speakers in various Southeast Asian countries. Retiree Ernest Phua from Singapore, for instance, turned to Xiaohongshu to meticulously plan his trips to Guangdong and Yunnan in China. Searching for "travel strategy" (旅游攻略) in Mandarin on the app, Phua found a wealth of recommendations. He noted "a great difference" in viewing travel content about China on Xiaohongshu compared to platforms like YouTube. "If we want to know what it is really like in China and what locals like to do, eat and go to, Xiaohongshu has lots of content," the 58-year-old told AFP, highlighting the platform’s unique ability to provide authentic, local perspectives that resonate deeply with international Chinese-speaking communities.
The Future Landscape: Innovation, Regulation, and Evolving Travel
The future of Xiaohongshu appears to be one of continued expansion and adaptation. The platform is likely to further integrate artificial intelligence (AI) to enhance personalized recommendations, potentially offering AI-powered travel planning tools, augmented reality (AR) filters for "daka" photos, and more immersive content formats. However, like all major tech companies in China, it operates within an evolving regulatory environment. Data privacy, content moderation, and anti-monopoly concerns remain ongoing considerations for regulators, and Xiaohongshu will need to navigate these complexities carefully as it grows.
Ultimately, Xiaohongshu has fundamentally altered the travel industry in China, transforming how people discover destinations, plan itineraries, and share their experiences. It has not only created new economic opportunities for photographers and local businesses but has also cultivated a vibrant, community-driven approach to exploring the world. As it moves towards its anticipated IPO and expands its international footprint, Xiaohongshu is poised to continue shaping global lifestyle and travel trends, driven by the powerful allure of visual storytelling and authentic user connections.
Iffa Jayyana
Suro Senen
