GoKawiilRednote, the Chinese app that got its fifteen minutes of fame during the “TikTok refugee” trend last year, has ambitions to become a global social media giant. As it expands, the company is increasingly taking steps to separate its Chinese and international user bases, WIRED has found.
Rednote recently launched Rednote.com, a new web domain for the international arm of its business, and has been redirecting some users there instead of to its original Chinese domain, Xiaohongshu.com. It also published two separate terms-of-service documents for domestic and foreign users.
Since its founding in 2013, Rednote has grown into one of the largest and buzziest social media platforms in China, with some 300 million monthly active users. It’s now known as the de facto app for young, urban people in China to share lifestyle and travel content. Since the app was unexpectedly thrust into the international spotlight in January 2025 when TikTok was briefly banned in the US, the company has been slowly rolling out a comprehensive globalization strategy. It recently began hiring corporate employees in the US who will open new regional offices, according to the tech publication Rest of World.
What has not been previously reported is that the company is also taking steps to solidify “Rednote” as a separate corporate entity to oversee the app’s international users. The company’s Chinese parent organization, Xiaohongshu, registered Rednote Technology PTE LTD in Singapore in mid-2025, according to public corporate registration databases. The company also claims to use Singapore-based servers to host international user data. Rednote did not respond to WIRED’s requests for comment.
It’s incredibly challenging in the current regulatory and political environment for a Chinese social platform to operate globally without some degree of data separation. Both Beijing and Western governments are closely scrutinizing data security risks and potential instances of content moderation overreach. That’s why ByteDance decided to make TikTok an entirely separate ecosystem from its Chinese counterpart Douyin. Tencent similarly has different rules and censorship mechanisms for WeChat and Weixin, the domestic version of its ubiquitous super app.
So far, the content that international and domestic users are seeing on Rednote appears to still be the same, but some people are concerned the two entities may eventually split in a much more dramatic way.
Who Belongs on Rednote?
Archived versions of Rednote’s legal and privacy policies indicate that the company first created distinct terms of service for domestic and foreign audiences in December 2025, and it made the most recent updates to each of them in late March.
The Chinese and international legal terms are very similar to each other, but there are some noteworthy differences. While Xiaohongshu, the domestic version, asks users under 18 years old “not to use the platform,” Rednote draws the line at 13, reflecting local US regulations. They also have different content moderation guidelines—the Chinese version includes explicit rules around political content (which are commonly mandated by the Chinese government), while the international guidelines forbid “discrimination on the basis of someone’s race, religion, age, gender, disability or sexuality.”
The international version of Rednote’s privacy policy specifies that user data will be collected and stored in Singapore, with the possibility that it may be transferred to and processed in China. Public job listings show the company is currently recruiting for several engineering and content moderation positions based in Singapore.
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