Xiaohongshu (小红书) — now also called RedNote — is where 350M+ Chinese users discover travel, experiences, and lifestyle. Upbeat is the only U.S. Xiaohongshu agency purpose-built for tourism, museums, and cultural attractions.
Xiaohongshu (小红书) is known by several names in the West: Little Red Book, RedNote, and simply XHS. In January 2025, when TikTok faced a potential U.S. ban, millions of American users downloaded Xiaohongshu, it hit #1 in the U.S. App Store, and "RedNote" became the name most Western media adopted. But for Chinese Americans, this platform has been a daily fixture for years — long before the Western discovery.
Xiaohongshu is not a social media platform in the Western sense. It's a search-driven discovery engine. Users open Xiaohongshu when they want to research a product, find a restaurant, plan a trip, or discover an experience. The platform's search behavior is remarkably similar to Google — but the content is peer-generated, visually rich, and trusted in ways that Google results never are.
Search "Xiaohongshu agency" or "Xiaohongshu marketing agency" and you'll find a handful of results — most of them based in the UK, Singapore, or Australia. Nearly all of them focus on one thing: helping Western brands sell products to consumers in mainland China.
That is not what Upbeat does.
Upbeat is built for a completely different use case: helping U.S. tourism brands, museums, cultural attractions, and hospitality businesses reach Chinese Americans who are already living in the United States. We don't help you sell to China. We help you reach the $300B+ Chinese-American market that is already in your backyard, already spending, and already planning experiences on Xiaohongshu every day.
Xiaohongshu processes 120M+ searches per day. Users search with specific intent — 湾区周末去哪 (Where to go in the Bay Area this weekend), 旧金山博物馆推荐 (SF museum recommendations), 纳帕酒庄攻略 (Napa winery guide). Every piece of content you publish is indexed and searchable. SEO on Xiaohongshu is as important as Google SEO — and right now, almost no U.S. attraction is competing for these searches.
Chinese-American consumers are highly skeptical of advertising. What they trust is peer recommendation — detailed posts from people like them, with real photos, honest opinions, and practical information. A well-crafted Xiaohongshu post from a credible account performs orders of magnitude better than a paid ad.
Unlike Instagram posts that disappear after 48 hours of algorithmic favor, Xiaohongshu content continues to surface in search results for months and years. The posts we create for you in month one will still be driving visibility in month twelve.
We specialize in Xiaohongshu marketing for U.S.-based tourism and visitor experience brands:
"Less than 1% of U.S. businesses have any active presence on Xiaohongshu. For tourism and attractions, the first-mover window is significant. The brands that establish credible, search-optimized accounts now will dominate these results for years."
Ready to see what your venue looks like — or doesn't look like — on Xiaohongshu today? Book a free 30-minute call and we'll walk you through exactly what's ranking for your audience's searches right now.
Book a free strategy call and we'll audit your venue's current Xiaohongshu visibility — what you're missing, what your competitors aren't doing, and exactly what to build first.
Also see: RedNote Marketing Agency · Museum Marketing · What is RedNote?
Xiaohongshu (小红书), also known as RedNote or Little Red Book, is a Chinese social platform with 350 million monthly active users. It functions primarily as a search engine for lifestyle, travel, and experience recommendations. In January 2025, Xiaohongshu surged to the #1 spot on the U.S. App Store when TikTok faced a potential ban, gaining millions of new American users in days.
Yes. Xiaohongshu (小红书) and RedNote refer to the same platform. The English name was updated to RedNote in early 2025. It's also sometimes called Little Red Book. U.S. users searching for agency services may use any of these names interchangeably — Upbeat provides Xiaohongshu / RedNote marketing services for all of them.
A Xiaohongshu agency like Upbeat helps U.S. businesses build and manage their platform presence: setting up verified accounts, creating native Chinese-language content optimized for Xiaohongshu's search algorithm, identifying and activating KOL (Key Opinion Leader) partnerships, and building distribution through WeChat community channels — making your business visible when Chinese-American consumers search your category.
Yes. Xiaohongshu / RedNote is available in the U.S. and widely used by Chinese-American communities in major cities. Its U.S. user base grew significantly in January 2025 and includes both recent Chinese immigrants and established Chinese-American communities across the Bay Area, Los Angeles, New York, Seattle, and Boston.
Xiaohongshu is search-first — users come with intent to find recommendations. Content has long-term discoverability (posts surface in search results for months or years). Instagram is feed-first with content losing visibility within hours. TikTok is entertainment-first short video. For reaching Chinese-American consumers making purchase or visit decisions, Xiaohongshu is significantly more effective because users are actively searching for recommendations in your category.