Xiaohongshu, known as the Chinese Instagram, influences the choice of vacation destinations for millions of users

Dubbed the Chinese Instagram, the platform changes the way millions of people choose their vacation destinations. A viral photo can quickly transform a little-known place into a tourist attraction, such as Shichahai Lake in Beijing, where tourists dressed in traditional costumes compete for the most spectacular images. The platform combines the features of a social network with those of a travel guide, having approximately 350 million active users monthly.

Domestic tourism in China has reached record levels, with over 6.5 billion registered trips last year. However, the platform's popularity has generated criticism, as some promoted destinations do not meet tourists' expectations. Xiaohongshu, which could be listed on the Hong Kong Stock Exchange by 2026, is becoming an important player in international tourism, gaining users from outside China.