Xiaohongshu, China’s leading lifestyle platform, has just released its mid-year search report for the first half of 2024, offering a deep dive into the lifestyle trends shaping the preferences and interests of its users. With a vibrant user base that reached 300 million by the end of 2023, half of whom are Gen Z, Xiaohongshu has become an integral part of daily life for many, particularly with 70% of its users frequently using the platform’s search function. https://www.xiaohongshu.com/explore
The report reveals that an average user on Xiaohongshu conducts six searches daily, with one-third of new users utilizing the search feature on their very first day. These searches peak between 3 PM and 5 PM, and again from 8 PM to 10 PM, covering a wide array of topics from work inspiration to personal style and emotional well-being.
Top Trends for little red book 2024*
Kylian Mbappé
One standout trend identified is the allure of Paris, highlighted by a viral video featuring French football star Kylian Mbappé speaking Chinese. His unique accent and charismatic presentation have made Paris the “city of the summer” on Xiaohongshu, inspiring searches ranging from quiet travel spots to culinary gems and sports skills.
Travel
Travel is a significant theme, with an emphasis on exploring lesser-known towns like Yuncheng, Bijie, and Quzhou. These destinations are gaining popularity among young adults, while museums have also seen a surge in interest, with 12 million searches leading to a new trend in museum-focused tourism and collectibles.
Pet
Pet ownership is another hot topic. The Bichon Frise and Ragdoll are the most favored dog and cat breeds, respectively. Xiaohongshu has even been dubbed the #Pet Naming Bible, reflecting its influence in personal aspects of users’ lives, including the trend of keeping pets in the office.
Food
Culinary content is thriving too, with #Cola Chicken Wings being the most searched recipe, illustrating the platform’s role in nurturing cooking skills among beginners. Regional food preferences are also highlighted, with different cities showing varying tastes such as Luosifen in Guangzhou and health-conscious options in Chengdu.
Fitness
Fitness trends are strong, with a notable rise in the popularity of city walks and home workouts, demonstrating how users are incorporating health and fitness into their everyday routines.
Fashion searches show a shift towards comfort, with a dramatic increase in sneaker interest over high heels. A viral hashtag #tingquan, encouraging feedback on personal style, underscores the community’s engagement in fashion and self-improvement.
Academic and self-improvement searches are also prevalent, with a surprising number of users over 30 still engaging actively with learning, particularly in English and fitness.
In relationships, Xiaohongshu serves as a modern-day love guru, with searches on navigating romantic relationships peaking, including advice on gift-giving and reconciliation strategies post-breakup.
The platform also hosts a variety of whimsical and practical searches related to workplace dynamics and psychological insights, proving its utility in professional and personal development.
Little red book – Xiaohongshu’s ability to blend practical search utility with social interaction makes it a unique repository of contemporary Chinese lifestyle trends, continuously shaping and reflecting the daily lives of its vast user community.
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