In early 2025, the looming ban of the popular social media application TikTok in the US prompted hundreds of thousands of American TikTok users to flood into REDnote, a Chinese social media application that was similar to TikTok but defaulted to the Mandarin Chinese language. Labelled with the “TikTok refugees” hashtag, these newcomers overcame language and other sociocultural barriers to communicate with local Chinese users in the application, considering making this online community their new virtual home after the TikTok ban. The REDnote management needed to decide whether they should serve the American users and, if so, how to serve them. They also needed to decide whether they should use the opportunity to enter the US market.
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