In Depth: Men, AI and a Retail Revamp Drive Xiaohongshu’s Pre-IPO Pivot

China’s lifestyle platform Xiaohongshu, known overseas as RedNote, is betting that a more diversified user base and business model can underpin long-term growth as it prepares for a Hong Kong IPO.

The company has spent the past quarter reorganizing its top leadership ranks, securing streaming rights to the FIFA World Cup, and accelerating artificial intelligence (AI) initiatives. At the same time, it has continued efforts to boost revenue from its core advertising and e-commerce businesses, though turning engagement into tangible returns faces several challenges.