'TikTok Refugees' Have to Pay the Cat Tax to Join a New Social Platform

The online space is a universe of its own, and this week’s story perfectly captures the essence of the 'chronically' online Gen Z and millennial generations.

With a potential U.S. TikTok ban looming, many American users have started exploring the Chinese social media platform RedNote (also known as Xiaohongshu). Native Chinese users have stepped in to help their Western counterparts navigate the platform's nuances, creating a unique moment in internet history.

This sudden surge has skyrocketed the app’s popularity, making it the top free social media app on the U.S. Apple Store and Google Play—quite a leap from its position as the 162nd most downloaded app just last year.

The thing is, RedNote, originally designed for a Chinese-speaking audience, wasn’t built with the Western market in mind. Yet the language barrier hasn’t put off these "TikTok refugees." According to Duolingo, interest in learning Chinese has spiked 216% compared to the same time last year—a testament to how this cultural crossover is inspiring deeper connections.

The influx of 'foreign' users has sparked playful and unexpected cultural exchanges. Perhaps the funniest trend to emerge is the quirky “cat tax,” where users must post pictures of their pets as a toll to join the RedNote community.

This cross-cultural mingling has also sparked a thriving exchange of skills. Savvy Chinese users have been posting their English homework, seeking help from foreigners who enthusiastically jump in with answers. Meanwhile, some foreign users have turned to the Chinese community for assistance with math problems. The platform’s activity even mirrors time zones: Chinese users dominate the mornings, while Americans take over in the evenings—a dynamic humorously dubbed “morning C and evening A,” likened to the rhythm of a skincare routine.

The Level? Up Take

While some see this as a curious moment of cultural harmony, others wonder whether it might prompt stricter moderation or even a split into domestic and international versions of RedNote.

Ultimately, this bizarre and kind of beautiful moment highlights how global tensions can unexpectedly lead to unity. With humor, pets, and problem-solving at its core, this story is a testament to the internet’s ability to bring people together across borders.

Here’s what we can take away from it:

1. Shared Experiences Spark Buzz

When non-Chinese-speaking users joined RedNote, native users stepped in to help them navigate the platform, from language lessons to sharing pet pictures. This exchange, driven by mutual struggle, sparked engagement and connected users in a unique way. It shows that platforms thrive when they tap into shared moments and offer opportunities for genuine connection.

McDonald's "Menu Hacks" campaign works in a similar way. Everyone has their own way of customizing their meal, and TikTok became the perfect platform for sharing those personalized hacks. It sparked conversation and generated buzz around the McDonald's brand, creating a space where people could connect over a shared love of food.

2. The Power of Humor and Relatability

Funny language nuances like “morning C and evening A” and the concept of a “cat tax” showcase humor that feels perfectly aligned with Gen Z’s lighthearted, self-aware vibe. Internet humor is its own world, and the brands that master it will thrive in the online space. In the case of RedNote, the influx of TikTokers created fresh trends, lingo, and humor to the platform.

This is similar to what brands like Duolingo and Wendy's have done with their social media. Duolingo is an expert on social media humor. The language learning platform has embraced the villainous persona of their mascot, Duo, and created funny, meme-driven content everyone adores. A fast food chain Wendy’s, on the other hand, is known for its bold humor, roasting its audience on X, and even poking fun at its competition. It’s a bit edgy, but it works—because it’s memorable and aligns perfectly with internet culture.

3. Cross-Cultural Connection Is Key

RedNote’s unexpected popularity with a Western audience highlights how platforms built for one market can grow into global hubs when they offer something universally appealing and bridge different cultures. In a similar way, Airbnb's Belong Anywhere campaign transformed its image from just another accommodation provider to a community builder that helps travelers truly connect with local spaces.

The campaign positioned Airbnb as a platform where people not only find a place to stay, but also experience a sense of connection to the places and people around them. User-generated content and authentic host-guest stories created curiosity and emotional engagement, inviting people to see the brand as a bridge between cultures rather than just a service for booking a bed for the night.

Final Word

With Chinese New Year just around the corner, it’s the perfect time to reflect on the power of shared experiences. Just like how RedNote saw an unexpected influx of users navigating language barriers and platform rules together, brands can create buzz by embracing these organic, unfiltered moments. When people connect over mutual struggles—whether it’s navigating a platform or swapping quirky memes—it sparks genuine engagement.

Brands that adapt and celebrate these spontaneous, cross-cultural exchanges will thrive. Embrace humor, encourage knowledge-sharing, and create space for communities to connect. These moments, whether humorous or educational, are the ones that resonate the most and foster long-lasting relationships.

? We want to hear from you! What are some ways you’ve seen brands connect people across different backgrounds?

May your weekend, and the Chinese New Year ahead, be filled with connection, celebration, and a little bit of spontaneity!

Happy Friday and Happy New Year!