Brian Chan says the Chinese app’s rise is a reminder that the digital world is not bound by national borders

“It’s so peaceful here, I’m staying here forever,” a user in the United States commented on RedNote, or Xiaohongshu. As the US inched closer to a potential TikTok ban (the deadline for the shutdown of TikTok’s US operation has been extended to June 19), another social media app named RedNote, developed in China and originally tailored for Chinese users, unexpectedly became the most downloaded app on Apple’s US App Store in January. In a twist of irony, thousands of US users, self-proclaimed “TikTok refugees”, voluntarily flocked to a Chinese app — despite the fact that TikTok itself faces scrutiny precisely because of its ties to a Chinese parent company. This migration represents a paradigm shift in how China’ soft power works globally.

The sudden rise of RedNote in the US is a microcosm of larger geopolitical and cultural shifts. On a local level, this migration enhances people-to-people exchanges, a critical component of citizen diplomacy that I have long argued is essential for fostering mutual understanding in a polarized world.

It underscores the power of citizen diplomacy in an era of heightened geopolitical tensions. While US governments may initiate conflicts, ordinary citizens are finding ways to connect and engage with one another through digital platforms. By participating in RedNote’s community, US users are inadvertently engaging in a form of cultural exchange that transcends traditional diplomatic channels.

This grassroots-level engagement is vital for fostering mutual understanding and breaking down stereotypes. It allows individuals to experience aspects of Chinese culture and values in an authentic and unfiltered way, challenging the polarized narratives that often dominate mainstream discourse. In this sense, platforms like RedNote have the potential to play a transformative role in bridging cultural divides and promoting global harmony.

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On a global level, however, it signals a paradigm shift with significant implications for China's cultural and technological influence. For the first time, US citizens are fully embracing an app designed exclusively for a Chinese audience, complete with its own rules, regulations and underlying value systems. This unprecedented cultural crossover represents both an opportunity and a challenge for China as it navigates its evolving role in global soft power.

The irony surrounding this migration cannot be overstated. TikTok has faced relentless scrutiny in the US over “concerns” that its Chinese ownership might lead to US user data being shared with the Chinese government. Yet, in the face of a potential TikTok ban, American users are voluntarily signing up for a Chinese app that is even more deeply rooted in the Chinese regulatory ecosystem. This contradiction underscores the complexity of globalized digital platforms, where users prioritize personal experience and entertainment over geopolitical anxieties.

RedNote’s success with US users raises important questions about the effectiveness of the US government's approach to restricting foreign-owned apps. While the goal of a TikTok ban is ostensibly to protect national security, the migration to RedNote suggests that users are not as concerned with these issues as policymakers might think. Instead, what seems to matter most to users is the community and content experience the app provides. This indicates a disconnect between government rhetoric and user behavior, shedding light on the limits of nationalistic narratives in an increasingly interconnected digital world.

What makes this moment particularly significant is that RedNote is not an “internationalized” version of a Chinese app. Unlike TikTok, which is the global counterpart to the China-exclusive Douyin, RedNote has been designed for the Chinese community with rules and regulations that reflect Chinese cultural values. By adopting RedNote, US users are, for the first time, immersing themselves in an app governed by Chinese norms and principles. This is a profound cultural exchange that goes beyond surface-level engagement.

One of the key differences US users are experiencing is the prioritization of social harmony over absolute free speech, a fundamental value in Chinese culture. On RedNote, algorithms are designed to regulate content that could incite conflict or controversy, creating a harmonious online environment. In fact, some US users have commented that they plan to stay on RedNote even if TikTok is eventually not banned because they enjoy the app's tranquil atmosphere. This suggests that American users are beginning to appreciate certain aspects of Chinese culture, which they might not have encountered otherwise.

This phenomenon highlights an opportunity for China to leverage its cultural values on a global stage. For years, international versions of Chinese apps have been tailored to international audiences, often modifying their core principles to align with Western expectations. The success of RedNote in the US challenges this approach, suggesting that there is room for Chinese platforms to confidently present themselves in their original form. By doing so, they can foster mutual understanding and introduce the world to Chinese values, such as the emphasis on collective well-being and social harmony.

However, exporting Chinese apps like RedNote in their original form is not without challenges. One of the primary hurdles is the language and cultural divide. RedNote’s content moderation rules and algorithms are currently optimized for Chinese-language content. To successfully operate in the US and other English-speaking markets, the app will need to develop robust content moderation algorithms that are tailored to English-language usage. This includes addressing illegal content, misinformation and other undesirable material.

It is crucial, however, that these new algorithms remain consistent with the app’s existing principles. The goal should not be to over-regulate but to confidently uphold the existing norms and practices that define the platform. By doing so, RedNote can maintain its unique identity while adapting to the needs of a global audience. This delicate balance will require careful planning and significant investment in technology and human oversight.

Another challenge lies in overcoming the perception gap between China and the West. For decades, Western media has painted a dim picture of Chinese regulations, often framing them as “restrictive”. This narrative has created misconceptions among Westerners. However, the success of RedNote demonstrates that firsthand experience can challenge these preconceptions. By offering a positive and engaging user experience, RedNote has the potential to shift perceptions and build trust over time.

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The migration of US users to RedNote marks a turning point in the global app ecosystem. It challenges long-held assumptions about cultural compatibility and demonstrates that users are willing to embrace platforms that offer unique and meaningful experiences, even if those platforms operate under a different set of rules. For China, this is an opportunity to showcase its cultural values and technological innovation on a global stage.

Ultimately, the rise of RedNote in the West is a reminder that the digital world is not bound by national borders. In an era where technology transcends geography, cultural exchange and mutual understanding are more important than ever. By embracing this moment, both China and the US have the chance to redefine their relationship — not through conflict but through collaboration and shared experiences in the digital age.

The author is a consultant at the Global Hong Kong Institute.

The views do not necessarily reflect those of China Daily.