Xiaohongshu's Mid-Year Report Unveils Trends: Gen Z Preferences and Lifestyle Insights

Xiaohongshu, a leading lifestyle platform in China, released its mid-year report for H1 2024, shedding light on search trends and user behaviors. The platform's user base has grown to 300 million, with half being Gen Z. Users frequently seek inspiration on topics including travel, pets, food, fitness, and relationships.

In its mid-year report for the first half of 2024, China's leading lifestyle platform Xiaohongshu has shared search data insights, painting a vivid picture of current lifestyle trends. This report, based on millions of searches, reveals the increasing influence of the platform, especially among Gen Z users.

With monthly active users exceeding 300 million as of the end of 2023, Xiaohongshu's popularity continues to surge. Interestingly, 70% of these users actively engage with its robust search features, which now play a central role in daily decision-making for many. This is indicative of the platform's role in guiding lifestyle choices on a wide array of subjects.

Among the notable trends are a surge in small-town tourism, a significant increase in searches related to pet care and naming, culinary searches dominated by novice-friendly recipes like Cola Chicken Wings, and a rise in fitness-related searches aligned with the 'citywalk' trend. Additionally, users frequently seek advice on relationships, workplace hacks, and personal development, making Xiaohongshu a comprehensive guide for various aspects of life.

(With inputs from agencies.)