Little Red Book's 2024 mid-year report takes a closer look at the ever-changing search habits of China's young people, uncovering the trends shaping their daily lives. From off-the-beaten-path destinations and culinary adventures to the growing popularity of pet parenting, the platform has become a powerful hub of lifestyle inspiration for China's Gen Z and millennials, especially women.
By the end of 2023, the app is expected to boast 300 million monthly active users, of which 50% are Gen Z. Notably, 70% of these users actively engage with the platform's life advice feature. Searches range from fashion makeovers to fitness routines and even love advice, demonstrating Xiaohongshu's diverse appeal.
For brands, the trends and data on the platform can inform their teams on consumer sentiment, popular lifestyle trends, and appropriate public relations and marketing strategies that align with the trends. The luxury market in 2024 will be volatile, making strategic planning and rapid response to the rapidly changing local zeitgeist vital to succeed and remain relevant.
In terms of fashion trends, sneakers have far outnumbered heels in searches and interest, with women appearing to be more comfortable and sport-oriented. But perhaps the biggest style trend is the hashtag #tingquan (ask for advice), which was still trending from late 2023. This involves posting a full-body photo of yourself holding a sign with the Chinese characters for #tingquan (听劝) and asking users for their input on how to improve your appearance through comments. Expats from around the world have also jumped on the bandwagon, with many praising the frank and practical advice from Chinese users. So far this year, the app has seen nearly 20,000 young men seeking a style makeover, with their goals ranging from getting a girlfriend to securing a promotion at work. Success stories have gone viral.
China's Fitness and Wellness Boom
As health and wellness become a more prominent concern among young people in China, searches related to fitness routines and wellness practices have skyrocketed on Xiaohongshu. The platform has become the go-to resource for users looking for guidance on everything from yoga and meditation to more intense fitness programs like HIIT and strength training. According to the report, home has become the favorite workout space for 60,000 people.
On March 14, the platform revealed that 1.57 million Xiaohongshu users had made a joint pledge to lose weight.
But gentler exercise is also popular, with the “city walk” trend spreading among Gen Z on Chinese social media over the past year. In Xiaohongshu, #Takeawalk became one of the hottest activities and searches for the first half of 2024.
As Jing Daily has previously reported, this focus on health also goes hand in hand with mental health. The report noted a significant increase in content around self-care, mindfulness and mental health. Young people are turning to Xiaohongshu for advice on how to maintain their physical and mental health to weather the pressures of modern life. This trend reflects a broader cultural shift to prioritise overall health over purely physical appearance.
One trend that stood out in the Xiaohongshu report was the growing interest in small town tourism. While China's biggest cities such as Beijing, Shanghai and Shenzhen remain popular, there is also growing interest in exploring lesser known destinations. Younger Chinese are seeking the charm and tranquility of smaller cities and towns in China and overseas, often seeking unique cultural experiences that are off the well-trodden tourist route.
This trend reflects a broader shift toward more personal, intimate travel experiences. Rather than touring famous landmarks, young people today are looking for destinations that offer authenticity and an escape from the hustle and bustle of city life. Small-town tourism speaks to a desire for sustainability, as travelers seek to escape crowded, often environmentally taxing tourist destinations. Culture appears to be garnering the most interest, as evidenced by a surge in searches for museum visits with over 12 million in the first half of the year.
With Olympic fever at its peak, it's perhaps unsurprising that Paris was one of the most searched destinations on XHS, despite a longing for smaller places, but the content being discussed here is varied, ranging from travel to lifestyle to celebrities and athletes such as French footballer Kylian Mbappe.
Culinary exploration has always been an important part of Chinese culture both at home and abroad, but Xiaohongshu's report reveals a new dimension to this trend.
Chinese youth are taking to the platform to discover everything from hidden street specialties to fine dining experiences. The quest for a culinary experience is no longer just about finding delicious food; it's about discovering a blend of stories, traditions and creative flavors.
Not only are users looking for restaurants to visit, they are also interested in content that teaches them how to prepare traditional dishes and recreate dishes from their favorite restaurants at home.
Cooking tutorials have become hugely popular, with #ColaChickenWings standing out as the most searched dish this season with 354.7 million views. The rise of cooking influencers on the platform has only accelerated this trend, with younger consumers eager to emulate the dining experiences they see online.
Pet ownership has become a major lifestyle trend in China in recent years, with Xiaohongshu highlighting the growing community of pet owners on the platform. Young people in China are increasingly viewing pets as part of the family, especially given that fewer people are becoming parents and getting married. This is reflected in the proliferation of content around pet care, from grooming tips to pet-friendly travel destinations.
The rise in pet parenting overlaps with other trends such as wellness and country tourism, including an increased demand for pet-friendly wellness retreats and travel experiences that cater to both pets and owners. The popular app #PetNamingBible has seen Chinese people online search for the perfect names for their pets, with users submitting nearly 5,000 cat names in the first half of the month alone. Cats appear to be the favorite pet in China, with 26 million more searches than dogs.
At the heart of all these trends is a desire for authenticity and self-improvement.
Xiaohongshu users aren't just looking for content to entertain or distract them; they're looking for inspiration to help them live fuller, more meaningful lives. Chinese people are using social platforms to curate a lifestyle that reflects their values and aspirations.
Self-improvement entails education, and learning in later life has been a trend at XHS this year: in the first half of the year, the app reported that 80,000 users over the age of 30 were exploring new learning opportunities.
Psychology, relationships, romance and workplace advice are also key to how people use the app. Around 950,000 male users reportedly searched for ways to reconcile with their partner after a breakup. Searches like “how to identify MBTI personality type” and “how introverts can escape social situations” are also trending for 2024.
Additionally, the focus on authenticity is also driving a new wave of content creation on Xiaohongshu. Users are increasingly drawn to influencers and creators who share real experiences and insights rather than polished, overly commercialized content. A community where authenticity and relatability are key to building trust and engagement; this is something brands should consider when choosing influencers to work with and groups to tap into.
This first half of the year's efforts to understand the changing priorities of China's younger demographic will serve as a barometer of changing interests and lifestyles, and trends will continue to shift. Especially in a time of economic uncertainty and retail change, brands need to pay attention to both macro and micro lifestyle trends to truly connect with Chinese consumers.
