Xiaohongshu has released its latest trend report, highlighting shifts in search behaviours among China’s youth in early 2024. The platform continues to thrive, boasting 300 million monthly active users, with half of this user base belonging to Gen Z. Notably, 70% of users actively engage with Xiaohongshu’s search function, integrating it into their daily routines for various needs and interests.
Rising Popularity of Xiaohongshu Searches
In the first months of 2024, Xiaohongshu users have been conducting an average of six searches per day. A third of new users immediately start using the search feature upon their first interaction with the app, indicating a trend towards utilising Xiaohongshu as a go-to search engine. Peak search times are between 3 PM – 5 PM and 8 PM – 10 PM, with topics spanning inspiration for work and study, solutions for life and emotional challenges, as well as tips on fitness, fashion, and more.
Paris Trending: Insights from Xiaohongshu Searches
Paris has emerged as a hot topic this season, with a video featuring French footballer Kylian Mbappé gaining substantial attention. His unique Chinese accent has captivated many, showcasing Xiaohongshu’s capability to address diverse lifestyle interests. Searches for travel destinations, dining options, and even sports techniques highlight the platform’s versatility.
Key Trends Emerging in 2024
- Travel: Small-town tourism is gaining popularity, with Yuncheng, Bijie, and Quzhou emerging as top destinations. Museum visits have also surged, with over 12 million searches, and unique souvenirs like vintage Eiffel Tower fridge magnets are highly sought after. The #Xiaohongshu Spectator Group hashtag has accumulated 310 million views, reflecting the intersection of travel and sports.
- Pets: The Bichon Frise has become the most popular dog breed on Xiaohongshu, while the Ragdoll is the top cat breed. Xiaohongshu is now a key resource for pet naming, with 4,758 cats named through the platform. Office cat-parenting has also gained traction, with over 10,000 users embracing this new workplace trend.
- Food: Xiaohongshu users are exploring new culinary experiences, with #Cola Chicken Wings being the most searched dish. Regional preferences include Luosifen (snail rice noodles) in Guangzhou, Shenzhen, and Shanghai, and a growing interest in healthy food options in Chengdu. During Chinese New Year, 110,000 searches for #Solo Dining were recorded.
- Fitness: The ‘citywalk’ trend is gaining popularity among Gen Z, with searches for walking routes and outfit ideas becoming common. On March 14, 1.57 million users pledged to slim down before summer, though results remain to be seen. At-home workouts are also trending, with 60,000 users favouring their living spaces as fitness areas.
- Fashion: Around 20,000 young men are exploring style makeovers, with @Xiao Ai’s transformation serving as a major influence. The hashtag #tingquan, meaning “listening to advice,” has gone viral as users seek style improvement tips. Female users show a preference for sneakers over high heels, prioritising comfort.
- Study: Mature-age study remains popular, with 80,000 users over 30 exploring academic opportunities. Search data also shows that 560,000 users in this age group still struggle with math exam nightmares. Apps aimed at improving discipline are being explored by 31,000 users.
- Relationships: Xiaohongshu is a popular resource for navigating relationships, with the topic #Gifts for Boyfriend leading the emotional search landscape. Nearly 950,000 male users are looking for ways to reconcile with partners post-breakup.
Other Trends and Insights
Xiaohongshu’s mission to “inspire lives” continues to resonate, providing a supportive community where users share authentic experiences.
