Xiaohongshu, one of China’s leading lifestyle platforms, has unveiled its mid-year search report for 2024, shedding light on the evolving preferences and interests of its rapidly growing user base, especially among Gen Z. The report, which analyzes search data from millions of users during the first half of 2024, highlights the top lifestyle trends and insights that are shaping the daily lives of young Chinese consumers.
Explosive Growth in Search Activity
As of the end of 2023, Xiaohongshu’s monthly active users surged to 300 million, with Gen Z making up 50% of the user base. A remarkable 70% of these users actively engage with the platform’s search function, turning to Xiaohongshu as their go-to source for everyday decisions. Users average six searches per day, with peak search periods occurring between 3 PM – 5 PM and 8 PM – 10 PM. This consistent engagement underscores Xiaohongshu’s growing role as a search engine tailored to lifestyle needs, from fashion and fitness to travel and relationships.
Trending Searches: Travel, Pets, and Food
The report highlights the booming interest in small-town tourism among young adults, with Yuncheng, Bijie, and Quzhou emerging as the top destinations within China. Museum visits have also seen a surge, with over 12 million searches as users explore cultural landmarks and shop for unique souvenirs. Interestingly, the #Xiaohongshu Spectator Group hashtag has amassed 310 million views, with users sharing encounters with athletes in cities like Paris.
In the realm of pets, the Bichon Frise and Ragdoll cat topped the charts as the most searched dog and cat breeds, respectively. Xiaohongshu has even become the go-to source for pet names, with users contributing to the naming of thousands of pets. The platform also reports a growing trend of office cat-parenting, with more than 10,000 users bringing their furry friends to work.
Food remains a popular search category, with the #Cola Chicken Wings recipe leading the way with 354.7 million views. Guangzhou, Shenzhen, and Shanghai residents are particularly keen on Luosifen (snail rice noodles), while Chengdu residents are on the lookout for healthy yet delicious options.
Fitness, Fashion, and Personal Growth: A Focus on Self-Improvement
Fitness enthusiasts on Xiaohongshu are embracing the ‘citywalk’ trend, with users searching for walking routes, outfit ideas, and even tips on maintaining a steady heart rate during walks. Meanwhile, nearly 20,000 young men sought style makeovers in the first half of 2024, with a focus on comfort, as sneaker searches outpaced those for high heels.
Education and personal growth also took center stage, with mature-age learning gaining popularity among users over 30. The report notes that 80,000 users in this age group actively explored academic opportunities, while 560,000 users still experience nightmares related to math exams.
Relationships and Emotional Well-Being
Xiaohongshu has become an essential guide for navigating relationships, with the topic #Gifts for Boyfriend emerging as the most sought-after search. Additionally, nearly 950,000 male users are searching for ways to reconcile with their partners after a breakup, highlighting the platform’s role in addressing emotional and relationship challenges.
A Community of Authentic Sharing
With its mission to “inspire lives,” Xiaohongshu has become an irreplaceable platform for younger generations in China. The platform’s warm and engaging community offers users comfort and value through shared experiences, making it a key source of inspiration for lifestyle decisions.
As Xiaohongshu continues to evolve, its mid-year report provides a fascinating glimpse into the trends and behaviors shaping the lives of China’s youth in 2024. From travel and pets to fitness and fashion, Xiaohongshu remains at the forefront of lifestyle inspiration, empowering its users to live their best lives.
For more insights from the report, visit Xiaohongshu.com.