As Xiaohongshu — known as RedNote or Red in English — surged to the top of the App Store downloads list this week, users in both China and the U.S. celebrated an unprecedented cross-cultural exchange: "Seeing people actually sharing their lives directly to each other is just beautiful.

A marketing campaign brief obtained by WIRED reveals how the Chinese app is trying to capitalize on its sudden international popularity.

To say the rollout of the U.S.’s TikTok ban has been a mess would be an understatement. After years of back and forth in Washington, the Chinese-owned vid