The RedNote effect and the new ‘made in China’

LABBRAND discuss how perceptions of China might have changed in the minds of western gen Z consumers due to the brief banning of TikTok in the US.

For years, Chinese brands have fought an uphill battle in the US with less-than-ideal country branding. While a “made in China” stigma remains a hurdle for Chinese brands in the US, the tide is shifting – especially among younger consumers. Following the TikTok ban that happened in the US, millions of users migrated to RedNote (also known as Xiaohongshu), unexpectedly finding themselves immersed in China’s digital ecosystem. This 'Rednote effect' signals a zeitgeist shift in China’s image – one that could redefine how Chinese brands express originality and authenticity.

Negative perceptions have long shaped American stereotypes of Chinese products – portraying them as low quality or derivative. In the tech space, assumptions have often overshadowed innovation; hence, American consumers’ perceptions are usually clouded by suspicions of IP theft.

But now, China is in – especially among western gen Z consumers, who are showing a stronger preference for its products. According to data, over half a million 'TikTok refugees' are shifting their perception towards China’s digital platforms. This shift offers a new generation of Chinese brands the chance to engage American consumers and capitalise on their origin.

The RedNote migration: More than just a TikTok replacement

For users who joined RedNote, it was less a 'red scare' and more a warm embrace. While much of the discourse around the TikTok migration centred on online discourse and some political reference, the move is also fuelled by an unexpected cultural exchange – one that is equal parts satire and genuine curiosity. Instead of simply escaping a ban and switching platforms for continuity, these users are stumbling into an entirely new internet subculture.

[Influencers on RedNote posting welcome videos for the influx of American users]

It can be a powerful experience for assumptions about China to be so intimately dismantled. For many Americans, it was their first time interacting deeply with Chinese culture and people, or even having their first go at learning Mandarin. For some TikTok refugees and new users, RedNote represented a testament to human connection transcending language barriers and national borders.

For many Americans, this was their first meaningful encounter with Chinese culture – even their first attempt at Mandarin. RedNote quickly became proof that human connection can transcend language and borders.

What are Americans drawn to on RedNote?

1. Tech Innovation: Users are blown away by videos showcasing self-parking cars, complicated yet intricate drone shows. These glimpses into daily tech life in China are going viral, bringing brands like DJI, Anker and Xiaomi into discussions.
2. Fashion: Chinese fashion influencers are thriving on RedNote, with new users especially praising their looks as fresher and more distinctive. Chinese streetwear brands such as ROCKSTEADY, ESOTERIC THING, and ROMANCATCHER are frequently mentioned in brand recommendation posts amongst Rednote natives and TikTok refugees.

[Chinese RedNote influencers recommend their recent pick-ups and clothing brands. Americans express shock and awe over the Chinese style]

3. Beauty, skincare and fragrance: The platform's fragrance community has attracted significant interest, with users expressing a desire to buy from Chinese niche perfume brands. Skincare regimens and makeup tutorials have also become hotbeds of cultural exchange.

[The RedNote brand accounts of fragrances that Chinese RedNote influencers have recommended to TikTok refugees, such as And Summer (left), Melt Season (centre) and DOCUMENT (right)]

4. Home and lifestyle: The modern, hyper-functional design of Chinese homes is gaining global attention, with influencers sharing everything from innovative camping gear to cosy home setups.

[Influencers on RedNote share their camping and hiking gear, as well as their homes, complete with humidifiers, candles and electric fireplaces]

The branding and marketing imperative for Chinese brands

As a result, the brands that act swiftly will be best positioned to capitalise on this development. The opportunity lies in strategically aligning themselves with this cultural shift. To connect with American consumers, Chinese brands should include several strategies, such as localising their names and messaging, using platforms like Rednote to bridge cultural audiences, emphasising China’s creative and technological strengths and collaborating with influencers who can embed their products into relatable, daily lifestyles.

Brands that move quickly will gain the strongest advantage. To truly connect with American consumers, Chinese brands should localise their names and messaging, leverage platforms like Rednote to bridge cultural gaps, highlight China’s creative and technological strengths and collaborate with influencers who bring their products into everyday life.

The shift is already underway. The question is: which Chinese brands will seize the moment and redefine their place in the western market?