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Napa Valley Wineries

The RedNote Opportunity

Napa is already being planned on RedNote. The only question is whether your winery shows up intentionally.

Chinese travelers are building Napa itineraries right now — deciding which wineries to visit, which to skip, and which to recommend. Are you part of that conversation?

$1.6B

China Wine Imports 2024

300M

RedNote Users

+44%

China Travel Growth

The Discrepancy

You're already being marketed — just not by you.

Real users are ranking wineries, describing experiences, and recommending routes on RedNote right now. This is either an opportunity or a reputation risk.

Winery Rankings

Users share their "must-visit" lists

Trip Itineraries

"2-day Napa route" guides get saved

Authentic Reviews

Real experiences drive decisions

Napa family-friendly wineries on RedNote

Niche Categories

"Family-friendly," "hidden gems," "photo spots"

Tasting Tips

Practical guides get shared widely

Search Discovery

Where trip planning begins

"If you're not on RedNote, you're not invisible — you're just letting other people define you."

The Data

Why the China + Napa opportunity is now

Research-backed data points that prove the market is real, growing, and waiting.

$1.6B

China Wine Imports (2024)

China imported approximately $1.6 billion of wine and related products in 2024.

Source: USDA Foreign Agricultural Service

$96M

U.S. Wine Exports to China

U.S. wine exports to China reached ~$96M in 2024 — demand exists, but the U.S. is under-represented.

Source: APEDA Agri Exchange

+43.9%

China Travel Surge (2024)

610 million exit-entry trips recorded in 2024, up 43.9% year-over-year.

Source: National Immigration Administration

+15.8%

Travel Growth Continues (H1 2025)

333 million exit-entry trips in the first half of 2025, continuing the upward trend.

Source: National Immigration Administration

300M+

RedNote Monthly Active Users

RedNote (Xiaohongshu) has approximately 300 million monthly active users.

Source: TechCrunch

Travel Discovery Platform

RedNote is pivotal for travel inspiration and decision-making among Chinese consumers.

Source: I-Click Interactive

Why RedNote

Three reasons this matters for your winery

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Content Has Compounding Shelf Life

Unlike Instagram Stories that disappear, RedNote posts function like search results and saved guides. Content continues to drive discovery months and years later.

Source: DragonTrail Research

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Travel Intent Converts

When someone is building a Napa itinerary on RedNote, they're not casually browsing — they're deciding where to book. This is bottom-of-funnel, high-intent discovery.

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Wineries Win in Saved Lists

RedNote behaves like Instagram + Yelp + itinerary planning in one. Users save "Top wineries," "2-day routes," and "must-visit" guides — and make decisions from those lists.

"RedNote is where Chinese travelers build itineraries. Wineries win when they're in the saved lists."

See it in action

Real RedNote content about Napa wineries — this is how travelers research and decide.

Experience Storytelling

Visual content that inspires visits and shares

Tour Planning Content

Guides that get bookmarked for future trips

The Napa Opportunity

Napa doesn't just sell bottles — it sells a destination experience.

When Chinese travel rebounds (and the data shows it already is), trip planning content becomes the acquisition channel.

Even when overall wine consumption shifts, imported/luxury wine remains aspirational — and discovery is heavily social-led, especially for travel experiences and gifting.

The wineries that show up intentionally on RedNote will capture the travelers who are already planning their Napa visits. The ones that don't will be defined by others — or simply not exist in the conversation.

For DTC Sales

Trip planning content drives tasting room visits, wine club sign-ups, and direct purchases from travelers who've already decided you're worth visiting.

For Brand Building

Gifting culture is huge in Chinese communities. Being seen as a "worth recommending" winery compounds through word-of-mouth and WeChat shares.

Ready to be part of the Napa conversation?

We'll show you exactly what Chinese consumers are saying about Napa wineries, where the opportunities are, and how to show up intentionally.

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