The RedNote Cultural Exchange
How RedNote Became an Unexpected Cultural Bridge
A spontaneous digital cultural exchange is happening on RedNote (小红书), and it feels like discovering the internet all over again.
The Unexpected Revival
Just when I thought my chances of experiencing TikTok were gone (having never installed it before the looming ban), something interesting happened. The content found a new home on RedNote—an app I've long used as my go-to Chinese language search engine.
Back to the Internet's Golden Age
The atmosphere is remarkably reminiscent of the early internet days. Users from both sides are asking refreshingly simple, genuine questions:
"This is my cat. Do you own cats like mine?"
"How much do you pay for rent?"
"What does grocery shopping cost in your country?"
"How much does an ambulance cost?"
Lost in Translation: When AI Meets Internet Slang
One of the most entertaining aspects has been watching auto-translation struggle with modern internet slang. Take, for instance, the Chinese expression "Niu" (牛), which literally means "cow" but is used to say "This is awesome!" This led to confused American creators asking, "Why is everyone posting cows in my comment section?" These moments spark delightful explanations from Chinese users, creating organic cultural learning moments.
A recent trend of US high schoolers sharing their lunch photos has particularly captured attention, sparking conversations about daily life differences.
The Overnight Fame Phenomenon
It's become common to see new accounts gain 10,000 followers overnight. Some Chinese users have embraced their role so enthusiastically that they view themselves as unofficial foreign relations representatives, making an effort to like and respond to every foreign post.
The Business Side: Monetization Questions
Unlike YouTube's ad revenue sharing model, RedNote's monetization primarily operates through product sponsorships. This unique structure might create interesting opportunities for Western brands looking to enter the Chinese market and vice versa, though the path to monetization for foreign creators remains unclear.
The Old Guard vs. The New Wave
Not everyone riding this wave is new to RedNote. Some foreign creators have been on the platform for years, having moved to China for work or study. It's fascinating to see these "RedNote natives" who spent years building their following through high-production content, now watching new "refugees" gain the same follower count overnight with simple hello videos.
Breaking Stereotypes
I admit I held some preconceptions about Chinese users being reserved, formal, and perhaps not very humorous—similar to my parents' generation. I couldn't have been more wrong. RedNote's demographics tell a different story: 80% of users are under 30, and 70% are female. The platform has a significant user base of Chinese international students, resulting in a community well-versed in Western culture and capable of engaging in English.
From my browsing experience over the past few days, the Chinese netizens on RedNote seem to be articulate, culturally aware, and wonderfully witty, making this cultural exchange both enlightening and entertaining. Their comments and interactions have added a light-hearted, engaging dimension to what could have been a more formal cultural exchange.