Xiaohongshu: How ‘China’s Instagram’ is Transforming the Travel Industry
In Hong Kong’s Kennedy Town, a quiet basketball court has unexpectedly become a tourist hotspot. The appeal? The court’s stunning views of the city skyline, which have drawn crowds of Chinese tourists eager to capture the perfect photo. These visitors aren’t discovering such spots by chance but through Xiaohongshu (Little Red Book), a social media platform that is reshaping how Chinese travelers explore the world.
Often described as China’s version of Instagram, Xiaohongshu has become a vital tool for Chinese tourists seeking hidden gems and unique travel experiences. As a result, previously under-the-radar locations across Asia and beyond have become go-to destinations, thanks to recommendations on the app. In Seoul, for example, Chinese-speaking visitors now flock to Seongsu-dong to take pictures by a photogenic red wall. In Copenhagen, Chinese tourists bypass famous landmarks like the Little Mermaid in favor of Black Square, a lesser-known public space marked by striking white lines.
What’s driving this trend? Xiaohongshu’s vast user base, which shares authentic, personal travel experiences. As of 2024, the platform has over 300 million users, many of them urban and under 35, who post reviews, photos, and travel tips. This word-of-mouth influence has turned the app into a travel guide, especially as other apps don’t cater as comprehensively to the Chinese market.
While Xiaohongshu has sparked a rise in unexpected destinations, its impact is mostly confined to Chinese-speaking communities. The app’s content, written largely in Mandarin, means that many of the travel trends it creates remain under the radar for non-Chinese travelers. However, some businesses, particularly in Europe, are catching on. London’s Lobos, a tapas restaurant, actively engages with Xiaohongshu users, enhancing its visibility among Chinese tourists. Popular dishes on the app tend to see an uptick in orders, prompting the restaurant to adapt its menu accordingly.
Despite its growing influence, not all local communities are thrilled with the Xiaohongshu-driven tourism boom. In Hong Kong, locals in areas like Kennedy Town have expressed frustration over the influx of tourists crowding narrow sidewalks, often posing safety risks. Residents like 55-year-old Hung, who has lived in the area for decades, argue that authorities need to address the negative impacts of tourism on daily life, such as adding traffic warning signs to reduce accidents.
Xiaohongshu’s power to drive tourism may be a double-edged sword, offering exposure to businesses and off-the-beaten-path locations while also raising concerns about overcrowding and its effects on local communities. As Chinese travelers continue to venture abroad, the platform’s role in shaping travel habits is set to grow, influencing the global tourism industry in unprecedented ways.
