There is not currently a dedicated U.S. version of the app, so new U.S. users are interacting directly with Chinese users in a Chinese ecosystem. Because of that, I think American users will quickly get bored, unless a U.S. version is launched.

Even if you can't read Chinese, you might recognize this logo. Why? Because it's the name of the #1 app on the U.S. app store, Xiaohongshu, a Chinese app that ordinary Americans are downloading en masse in anticipation of TikTok being banned. So, what is 小红书？ A thread 🧵:

Well, it's a popular Chinese app that launched here in Shanghai in 2013, and today has 300 million users. It's name means "Little Red Book" in English. Here is some more basic info:

The app has 300 million users: 🟥70% are women 🟥Half were born after 1995 🟥35% were born after 2000 🟥Half come from China's top cities Xiaohongshu is a place to share and search for info on restaurants, travel, makeup, fashion, and everything else young people like.

Another key point: it's roughly ZERO % political. 小红书 users don't talk news, current affairs, or politics. It's all about the latest trends, spending money, and being cool. In that sense, it's kind of more like a Chinese Instagram, and not really like TikTok at all.

It's not that users aren't allowed to, it's just not the app for that kind of content. Because of that, new U.S. users hoping it will become their next TikTok will be disappointed. And Chinese users may start to get annoyed with irrelevant U.S. content.

Why did Americans settle on 小红书？ Well, apparently they were confused by a post that said it's the Chinese version of TikTok. It's not. China's TikTok is called 抖音 (Douyin) and has the exact same logo. Oops!

So, the million dollar question: if 小红书 keeps getting more and more popular in the U.S. – and that's debatable – will the party poopers in Washington ban that app as well? I asked Professor Powell, whose answer was short and sharp:

THIS IS PRETTY INTERESTING: Here is what Xiaohongshu looked like before it was swamped with new users from the U.S.:

And here is what it looks like today, flooded with so-called "TikTok Refugees" from the U.S.:

WHAT'S MY PREDICTION? I don't think this U.S. obsession with Xiaohongshu will last, especially if TikTok doesn't end up being banned in the U.S.. Like Professor Powell mentioned, that's still up in the air, and Trump could "save" TikTok as a pawn in his game with China.

But what do you think? Will the U.S. really ban TikTok? And if they do, do you believe China's Xiaohongshu will really be the next big thing for U.S. users? Please let me know. Also, if you enjoyed this thread, please click the following tweet and then share it. Thanks!

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I think it's exciting that the younger generation of Americans and Chinese will now directly interact, en masse. I downloaded to push up the numbers