Xiaohongshu, a privately owned company headquartered in China, was founded in 2013 and employs approximately 2,300 individuals. The company reported $4.8B in revenue as of 2024. Operating as a social media and e-commerce platform, Xiaohongshu specializes in search, social, and retail media.
On September 29, 2026, retailers and tourism operators across Australia and New Zealand began shifting digital marketing budgets to the Chinese lifestyle platform Xiaohongshu, known internationally as RedNote. This comes as Chinese travelers spent A$11.2 billion in Australia in 2025, a 39 percent year-on-year increase that solidified China's position as Australia’s second-largest inbound tourism market. Previously, on September 16, Carlsberg Asia deepened its partnership with RedNote, launching the digital campaign “Cheers from the Origin” to expand its reach and engagement with consumers in key Asian markets, including Hong Kong, Singapore, Malaysia, and Vietnam. Earlier, on September 10, Xiaohongshu completed an internal integration of its AI search business, merging the "Ask One Question" and "Click" products into a single, unified offering also named "Click," following media reports on September 3 regarding the company's increased activity in AI development.
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Xiaohongshu offers products in the media and telecoms services industry. Xiaohongshu's product portfolio comprises of search, social, and retail media.
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Xiaohongshu's revenues were over $1B in 2024. All the revenue comes from social media advertising.
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