---
id: "entity-product-rednote"
type: "entity"
entityType: "tool"
canonicalName: "RedNote"
aliases: ["Xiaohongshu", "Little Red Book", "小红书"]
source_timestamps: ["¶21"]
tags: ["platform", "social-media", "china"]
related: ["claim-age-diversity-required-for-social-trends", "entity-org-pop-mart"]
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-68-popmart-attention-economy"
sourceUrl: "https://hbr.org/2025/07/how-pop-mart-won-young-customers-in-a-fragmented-attention-economy"
sourceTitle: "How Pop Mart Won Young Customers in a Fragmented Attention Economy"
---
# RedNote (Xiaohongshu)

**RedNote** is described in the source as a major social media platform in China where emerging trends and consumer developments are taking place, requiring companies to have younger talent to effectively monitor and leverage its traffic (see [[claim-age-diversity-required-for-social-trends]]).

**IMPORTANT — naming clarification (enrichment).** The more widely known Chinese platform matching this described role is **Xiaohongshu (Little Red Book, 小红书)**, a social-commerce platform where young Chinese users share lifestyle/beauty content and which brands monitor for emergent trends (canonical URL: xiaohongshu.com). The source's 'RedNote' label appears to be a **mis-transliteration / transcription error** and should be corrected in downstream analysis. Treat 'RedNote' and 'Xiaohongshu' as the same entity.