Xiaohongshu pivots from lifestyle guide to interest-led community
Xiaohongshu refreshes its identity with a campaign that puts personal interests at the core
Xiaohongshu, China’s influential lifestyle platform known internationally as RED, is leaning hard into a new identity: “Your Lifestyle Interest Community.”
Previously positioned as “Your Lifestyle Guide”—where users discovered beauty routines, travel tips, and product recommendations—RED is now signaling a shift toward community-driven discovery. That’s more than a slogan—it’s a signal that RED wants to reshape how users and marketers think about social discovery, from inspiration to interaction.
The platform, which boasts over 200 million monthly active users, has launched a campaign titled A History of Interests to usher in the rebrand. It’s tongue-in-cheek, but the message is serious: shared interests, not just lifestyle tips, are what bring people together.
This article explores Xiaohongshu’s brand refresh, the strategic shift from curated lifestyle to organic interest groups, and what it means for marketers aiming to tap into China’s most community-driven platform.
Short on time?
Here is a table of content for quick access:
- What changed: from curated lifestyle to interest-first discovery
- Why this pivot matters for marketers
- Key takeaway for marketers
Patrecia Meliana
What changed: from curated lifestyle to interest-first discovery
Xiaohongshu’s announcement clarifies its evolving role: no longer a guide to “what’s trending,” but a dynamic space where users shape the culture through shared passions.
To support the rebrand, the platform unveiled a refreshed app layout and campaign that reframes user behavior through a new lens. The video spot visualizes this shift by showcasing humorous what-if scenarios—like the Trojan Horse being just a massive figurine posted by a collector, or ancient DIY decorators pioneering cave aesthetics.
Beyond the rebrand, RED’s Hong Kong expansion has been strategic. Daily active users there grew 50% year-on-year to over 1.13 million as of April 2023. The company also launched a campus recruitment drive, signaling interest in building local relevance and creator pipelines .
Why this pivot matters for marketers
Marketers who've traditionally relied on Xiaohongshu as a lifestyle endorsement engine should recalibrate. The platform’s move toward “interest circles” means campaigns will need to be more community-driven and topic-specific.
Instead of aspirational product placements, expect more engagement around subcultures: whether that’s DIY, fragrance layering, historical cosplay, or cave-decorating (apparently). RED is doubling down on user passion—and marketers need to meet users where they’re geeking out, not just where they’re browsing.
There are three key shifts to consider:
1. From aspiration to resonance
The new identity reframes RED not as a place to follow trends, but to connect over shared interests. Marketers should look for ways to join interest circles rather than broadcast one-size-fits-all messages. This calls for content that resonates emotionally and culturally with niche groups.
2. Algorithmic advantage for niche content
As Xiaohongshu encourages deeper engagement within micro-communities, niche content is likely to benefit from increased visibility. This is a cue for brands to lean into verticals like wellness rituals, craft hobbies, or even hyperlocal lifestyle habits with creator partnerships that reflect authentic passion points.
3. Community is the new conversion funnel
Brands can build lasting affinity by supporting the social infrastructure around hobbies and interests. Think less about influencer reach, more about topic ownership—hosting interest-based challenges or producing content series that encourage community participation.
Patrecia Meliana
Key takeaway for marketers
Here’s how to align with Xiaohongshu’s new direction:
- Local creators remain key: Leverage RED’s presence in Hong Kong and other Chinese-speaking regions through creators who embody niche interests.
- Content ≠ campaign: Focus on building “conversational assets” that spark interaction within interest groups, not just polished brand content.
- Follow the verticals: Monitor which micro-communities are gaining traction—such as home décor DIY, retro fashion, or wellness food rituals—and align campaigns accordingly.
Xiaohongshu’s new identity isn’t just a visual update—it’s a strategic move to deepen user engagement through passion points.
For marketers, this means embracing specificity over scale, community over clout. RED doesn’t want to tell users what’s trendy; it wants them to find each other.
