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Ecommerce and short-video app Xiaohongshu (小红书 or RED), or RED,  has been booming in china. Yet what distinguishes this app from its competitor Douyin, how the nature of short videos has changed as a result of the pandemic?

Featuring
Miro Li : Founder of Double V. Consulting & CHINAble Academy
Rose Zhu : Xiaohongshu/KOL lifestyle influencer

Middle Earth is made by China Compass Productions and hosted by Aladin Farré. If you have a China-themed cultural project like shooting your next documentary or look for a specific talent, please get in touch! 

Recommendations
- The brand HEYTEA, which provides recipes and teaches followers how to make milk tea at home.
- The social influencer Alex 绝对是个妞儿.

Answers to the quiz
- Xiaohongshu’s founders are Miranda Qu and Charlwin Mao.
- Because of some adult content, Xiaohongshu got the nickname Xiaohuangshu.
- Fan Bingbing 范冰冰 has the biggest account on Xiaohongshu.

With thanks to Brenden Gonsalves  for graphic design & Sean Calvo for music support. 

The World of Chinese Magazine
A magazine about Chinese society, culture, history, arts, language, and more.