Chinese travelers aren’t finding out-of-the-way locations by chance. They are all followers of Xiaohongshu (Little Red Book), China’s answer to Instagram.

Established in 2013 and valued at more than $3 billion, Xiaohongshu, also known as Little Red Book or simply RED, is one of China’s newest and fastest-growing social media platforms.

They were met with surprise, curiosity and in-jokes on Xiaohongshu — literally, “Little Red Book” — whose users saw English-language posts take over feeds almost overnight.

Chinese travelers aren’t finding out-of-the-way locations by chance. They are all followers of Xiaohongshu (Little Red Book), China’s answer to Instagram, which has also become their travel bible.

They were met with surprise, curiosity and in-jokes on Xiaohongshu — literally, “Little Red Book” — whose users saw English-language posts take over feeds almost overnight.

Chinese travelers aren’t finding out-of-the-way locations by chance. They are all followers of Xiaohongshu (Little Red Book), China’s answer to Instagram, which has also become their travel bible.

They were met with surprise, curiosity and in-jokes on Xiaohongshu – literally, “Little Red Book” – whose users saw English-language posts take over feeds almost overnight.

Many of them are followers of Xiaohongshu (Little Red Book), China’s answer to Instagram, which has also become their travel bible. Hong Kong's Kennedy Town district is a Xiaohongshu favorite.

These Chinese travelers aren’t finding out-of-the-way locations by chance. Many of them are followers of Xiaohongshu (Little Red Book), China’s answer to Instagram, which has also become their ...