If Pinterest and Instagram had a baby, it’d be XiaoHongShu – AKA Little Red Book or just RED for short. What started off as a platform mainly for Chinese-speaking users has since gained popularity globally, with everyone from beauty junkies to travel enthusiasts downloading the app.
You’ve probably heard of the app by now. But if you’ve always found it a little intimidating to use, we gotchu – our guide to XiaoHongShu will help you make sense of the app.
Table of Contents
Image adapted from: @薯队长 via RED
XiaoHongShu is a social media app that first launched in China back in 2013. Now, it has over 300 million monthly active users! It has become the go-to platform for honest product reviews, travel recs, outfit inspo, and lifestyle content, all shared by everyday users.
You might be wondering how it’s any different from Instagram or Pinterest. The big draw is its focus on authentic, user-generated content. You’ll find unfiltered recommendations and first-hand experiences from people who’ve been there, done that.
Fun fact: the app’s mascot is an adorable potato called “薯队长” (shǔ duì zhǎng) or “Captain Potato”. That’s because “hong shu” sounds like “红薯” (hóng shǔ), which means sweet potato in Mandarin. Adorbs.
Image credit: @橙橙子🍊(Qoomio Made) via RED
Here’s why people are hooked:
It’s also one of the must-download apps if you’re travelling to China. Of course, these are just some of the reasons why users are flocking to the app, and there’s more to explore once you get the hang of it.
But to fully unlock this goldmine, you’ll need to know the right keywords to search with.
Searching on XiaoHongShu isn’t as simple as keying in English words and hoping for the best. Most of the content is in Mandarin, so you’ll need to use native Chinese keywords or keyword combos.
You don’t need to be fluent, but knowing a few essential search terms will help you find way more relevant and useful posts.
Screenshot from: RED
How to search: [store name] + 好物
Practically a staple when you’re searching for hauls, must-buys, or underrated items that people swear by. For example, key in “KKV 好物” and you’ll get a feed of tried-and-tested recommendations, from practical buys to aesthetic knick-knacks you never knew you needed.
It’s especially useful when you’re window shopping and want a second opinion before you check out. Or if you’re overseas and not sure what’s worth buying from a shop you’ve never been to before.
Screenshot from: RED
How to search: [season] or [occasion] + 穿搭
This is the keyword to save for those days when you’re staring at your wardrobe thinking, “I have nothing to wear!” Combine a season or occasion with the keyword – for example, “冬天穿搭” for winter looks, or “婚礼穿搭” if you need wedding guest outfit ideas.
XiaoHongShu has tons of OOTD inspo, with real people sharing real fits – not just IG-worthy ones that don’t work in actual weather.
Screenshot from: RED
How to search: [country], [city], or [restaurant] + 必吃
Don’t want to waste your calories on mid food? Just key in your location or the restaurant name, like “Din Tai Fung 必吃”, and you’ll get the lowdown on what’s worth ordering.
It’s super handy when you’re overseas, faced with a 10-page menu, and don’t feel like playing menu roulette.
Screenshot from: RED
How to search: [destination] + 必买
Jot this keyword down, especially if you’re an overpacker with limited luggage space.From snacks to souvenirs you won’t find in SG, this search term skips the fluff and brings you straight to the good stuff – usually approved by locals and seasoned travellers.
Screenshot from: RED
How to search: [destination] + 避雷, 踩雷, or 避坑
These keywords are lifesavers when it comes to dodging tourist traps, overrated cafes, or spots that look better on Instagram than in real life. For example, type in “东京避雷” and you might just save yourself from queuing an hour for a soggy sandwich in Tokyo.
All 3 basically mean the same thing: to avoid bad experiences. Consider it your shortcut to saving time and cash on your trip.
Screenshot from: RED
How to search: [destination] + 攻略
If you like having your trip all mapped out – or at least want to look like you know what you’re doing – this is the keyword for you.
You’ll find detailed guides that cover everything from sample itineraries and budget breakdowns to insider hacks for avoiding crowds and finding the best photo spots. It’s pretty much like borrowing someone else’s homework, but for travel.
Screenshot from: RED
How to search: [location] + 打卡
This is for those who love a good photo op or want to know where the cool kids are hanging out. For instance, type in “济州岛打卡” for scenic backdrops in Jeju, or “新山 cafe 打卡” to find trendy JB cafes making the rounds online. You can also use it to build your itinerary.
Screenshot from: RED
How to search: [destination] + 出片
Great for when you’re looking for photo spots that’ll make your feed pop, without spending hours wandering aimlessly. Type in “曼谷出片”, for example, and you’ll get a curated feed of aesthetic backdrops ranging from temples to themed cafes in Bangkok for that quick OOTD snap or fire travel shot.
Screenshot from: RED
How to search: [product name] + 试色
Beauty enthusiasts know the struggle of spending way too long Googling lipstick swatches. But on XiaoHongShu, you’ll get tons of real-life swatches from users who’ve tested the product. Expect pics and videos showing how different shades look on various skin tones, which is super helpful when you’re torn between 5 almost identical lipstick shades.
And if you’re eyeing C-beauty products that aren’t as widely reviewed by international or SG-based content creators, XiaoHongShu has your back. Since most posts come from Chinese users, you’ll likely find swatches that haven’t made it to TikTok or YouTube yet.
Screenshot from: RED
How to search: [product name] + 测评
Swatches are great, but sometimes you just want the full review before committing to a new beauty buy. With this keyword, you’ll find detailed reviews from users, including wear tests, side-by-side comparisons, and before-and-after pics.
It’s a great way to double confirm if something’s worth the splurge when you’re tempted by whatever’s trending on your FYP.
Screenshot from: RED
How to search: [brand] + 种草
Literally meaning “planting grass”, this phrase is all about sparking that “I need this now” feeling after seeing rave reviews or aesthetic recs. Try searching the brand you’ve been eyeing together with the keyword to see what’s popular and should be added to your wishlist.
Screenshot from: RED
How to search: [store name] + 探店
This keyword means “store exploration”, so expect mini vlogs or photo dumps showing everything, from the vibes to the products sold in stores. It’s the phrase to search when you want a sneak peek before checking out a new cafe, restaurant, or shop.
Think of it as your virtual recce – if you’re a regular TSL reader, this is the XiaoHongShu version of our first-look articles.
Screenshot from: RED
How to search: [store name] + 宝藏
Not to be confused with “必买” (must-buys), this keyword refers to the underrated stuff – the treasures that aren’t already all over your feed.
When you’re in Korea and going on a shopping haul, type in “Olive Young 宝藏” to find items that shoppers swear by but casual browsers might overlook.
You’re probably tempted to add another app to your social media rotation by now, so here’s how to register for a XiaoHongShu account to get started.
Image adapted from: RED
Image adapted from: RED
Yes, the XiaoHongShu app is available in English – but if it doesn’t show up automatically, you’ll need to switch it manually.
Image adapted from: RED
Yes – XiaoHongShu has rolled out an AI-powered translation feature. Just tap “Translate” on any post or comment, and it’ll switch to English. Note that the translation may not always be 100% accurate, but it’s more than enough to get the gist.
Although most of the content is written in Chinese, you’ll still come across posts in English here and there. And now that you’ve got a list of copy-paste keywords to search with, you’ll have no problem navigating the app.
Image credit: @跟我出门坐地铁 via RED
There you have it – XiaoHongShu is your new best mate for everything under the sun. Give it a go, and you might just wonder how you ever lived without it.
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Cover image adapted from: @薯队长 via RED, RED
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