Marcus Robinson, a 29-year-old fashion designer, created a Red Note account to share his thrifting adventures and promote his clothing company, P-13. He previously had accrued 21,000 followers on TikTok, and estimates that 40% of his brand’s sales came from that app. “I thought I was going to keep building and make a living ultimately,” he says.

RedNote, which is known in China as Xiaohongshu, the Mandarin term for “little red book,” is the most downloaded free app on the Apple App Store.