In recent days, the Chinese social media platform Xiaohongshu, known as RedNote, has been hiring English-language content moderators.
This initiative responds to an influx of US users driven by an impending TikTok ban set to take effect on Sunday.
The surge of overseas users, calling themselves “TikTok refugees,” creates new challenges for RedNote. The platform must balance China’s strict content moderation rules with creating a welcoming experience for non-Chinese speakers.
While many new users report positive interactions, some encounter censorship that extends beyond norms familiar to Western social media platforms. Heather Roberts, an American artist with over 32,000 TikTok followers, finds the app’s atmosphere kind and friendly, describing it as a cultural bridge.
However, frustrations are mounting for others. Some US users report experiences with censorship that exceed their expectations. This includes not only bans on hate speech and pornography but also restrictions on politically or culturally sensitive terms.
Chinese authorities set censorship rules, but enforcement lies with platforms like RedNote. Platforms face penalties, including fines or shutdowns, for failing to comply with regulations. These constraints challenge RedNote as it navigates its expanding user base.
Navigating Content Moderation Rules
A US user identifying as non-binary reported having a post about LGBTQ+ inclusivity removed, prompting them to leave the platform. Others have faced similar incidents, including a male user whose fitness photos were censored due to rules against showing nipples.
Some Chinese users provide guidance to new users on navigating these restrictions.
For instance, posts referencing banned topics, such as the anime My Hero Academia, which has been censored in China since 2018, have also been removed.
In response to questions about stricter content review for international users, a spokesperson for China’s Ministry of Foreign Affairs emphasized that social media use remains a personal choice. Official statements highlight China’s openness and friendliness as key to fostering cultural exchanges.
Cultural Impact and Growing Influence
China’s state-run People’s Daily lauded the influx of overseas users as a sign of the country’s growing cultural influence. The publication credited China’s openness, historical depth, and societal tolerance for RedNote’s newfound popularity among international audiences.
The rise in non-Chinese-speaking users has prompted RedNote to urgently hire English-speaking moderators.
Job postings also seek interns to help foster healthy content ecosystems in English, reflecting the platform’s efforts to adapt.
Censorship Challenges and User Adaptation
New users unfamiliar with China’s internet norms face challenges adapting to its censorship rules. Some Chinese RedNote users have called on newcomers to acknowledge China’s sovereignty over Taiwan, reflecting political sensitivities.
China’s Communist Party claims Taiwan as part of its territory, although Taiwan operates as a self-governing democracy. This political backdrop adds complexity to the interactions between Chinese and international users on the platform.
Opportunities for Cultural Exchange
Despite the challenges, some analysts view RedNote’s growing popularity as an opportunity. Ivy Yang, a tech analyst and founder of Wavelet Strategy, believes the platform attracts users curious about life beyond China’s digital firewall.
“This cohort is open to learning about China’s people and culture,” Yang said. “It represents an opportunity for organic engagement to flourish.” RedNote’s success in maintaining this exchange depends on navigating censorship rules while fostering cross-cultural connections.
Personal Transformations and New Perspectives
Jeremy Fraga, a father of three from Texas, describes his experience on RedNote as transformative. Since joining the platform, he’s engaged in hours of dialogue with Chinese users, reshaping his views of China.
“Talking to people on RedNote has shown me a different side of China,” Fraga said. “It’s challenged my worldview and feels like a new digital home, even if TikTok isn’t banned.”
As RedNote becomes a refuge for TikTok users, its role in bridging cultural divides will depend on balancing censorship with inclusivity. For now, the platform offers a unique window into China’s social media landscape, presenting both opportunities and challenges for users worldwide.