It is said to be called the Chinese version of Instagram's "Little Red Book", and is now popular among the younger generation in Japan. "Little Red Book" has not officially entered the Japanese market, but the number of users in Japan in their 10s and 20s, such as high school students and college students, has suddenly increased a lot in this year. The use of Japanese models, Youtuber bloggers, singers and actors is also increasing. For example, model Rina Fujii had 230,000 fans as of September 6, 2022. In addition, there are model and operator Aizawa, model Miha, actor Akachu, Youtuber blogger モーガンンンンヵ and other
former NGT48 member Kato Minan contributed to "Little Red Book"
"Little Red Book" application does not support Japanese, and registration must also be carried out in Chinese or English. Despite this, why do young Japanese still want to use "Little Red Book"? What is the difference between it and other applications? I asked about 6 Japanese young people who actually used from the former NGT48 members to active college students.
What is the difference between "Little Red Book" and Instagram?
Before introducing the voices of young people, let me introduce what kind of application "Little Red Book" is. Like Instagram, "Little Red Book" not only has the main function of adding text submissions to photos and animations, but also has EC function and on-site message distribution function. Since its establishment in 2013, the number of users has been increasing. In China, 70% of the users of "Little Red Book" were born in the 1990s, and 70% were women (according to the latest information of "Little Red Book"). It is said that there is no search engine, and there are many users who search in the "Xiaohongshu" APP.
There are many brands that make full use of the EC function of "Little Red Book". Users can directly purchase
For example, if you enter "Japan", more than 6.39 million submissions about Japan will appear (as of September 6, 2022). There are detailed categories such as "Japanese food", "Japanese life", "Japanese travel", and "Japanese handsome guys", and you can immediately find the types of submissions you want to know.
"China, we are here!"
So, why is "Little Red Book" widely used among young Japanese people. The following is a description of the voices of 6 Japanese men and women.
tanase contributed to the Tokyo Fashion Exhibition in Xiaohongshu
First of all, 24-year-old photographer Tanase said that he was very happy to use it separately from Instagram. According to his Chinese friends, "Little Red Book" is the hottest application in China now.
"Because the people who link with him on Instagram are friends and work-related personnel, they will pretend to contribute in any case, but the people who link on "Little Red Book" are almost all people who don't know each other, so you can contribute better without caring about other people's gaze. The content recommended by "Little Red Book" is more accurate than Instagram, which is also its charm. Because you can know about young Chinese people earlier than media information, you will read it frequently. Although there are few people who use "Little Red Book" around, you feel that you are slowly known."
tanase said: The younger generation and the previous generation have completely different awareness of China. "'China, we are here!'" So handsome! "I think: For example, in terms of fashion, I think South Korea is "popular" and China is "cool". Because of work, I often read fashion photos and submissions of fashion brands in "Little Red Book" and feel that it has a different momentum from Japan.
produces handsome things faster than Japan
24-year-old fashion designer KOSKE said: "I think this is a must-have application to understand Chinese culture. ”. He also completely separates his contributions on Instagram and "Little Red Book".
"A Chinese friend's suggestion: 'Show your best self on "Little Red Book"', because China has a large population, the level rises very quickly, and it feels that the speed of producing handsome things is faster than that of Japan" (KOSKE)
18-year-old junior college student M and 16-year-old high school student Le Yi, who is addicted to Chinese idols and actresses, began to pursue "Little Red Book". Le Yi said, "If you know the most cutting-edge popular in China, you can read "Little Red Book". Both of them refer to "Little Red Book" contributions on makeup and weight loss.
M said: "I know that Chinese children of the same age also like the same things as me. It would be great if it could eliminate prejudice against China."
is not just China, but Mr. Minami, a former member of NGT48 who started to contribute to "Little Red Book" in order to connect to the "world"
, said: "Little Red Book" is not only from China, but from the world. The photo processing function of "Little Red Book" is also very good. Photos published on other applications are also processed by "Little Red Book".
Kato contributed his own weight loss experience and things that are popular in Japan.
"Chinese people all over the world will release the latest local information. Not just China, if you want to get the latest information about the "world", I can read "Little Red Book". Because Chinese people know very well, they will comment that this is what they are interested in. Now they are still studying what content and submitting articles."
Considering their work and activities in China, it is necessary to make full use of "Little Red Book". She said that compared with other Chinese applications, the user fields that have the same interests are all women, so the possibility will expand as long as it affects them.
"In the future, we will also consider making cosmetics and selling them on "Little Red Book". Japanese people who are famous on Instagram will gradually turn to "Little Red Book" in the future. I hope to become a pioneer." (Kato)
College students who encourage each other with "learning videos" and Chinese people
Finally, I want to introduce H, a college student who is different from the previous five people. Most of her contributions are about studying civil service exam . Together with photos and animations, in Japanese and English, sometimes in Chinese. It is said that after knowing that the Japanese youtube blogger I like also used "Little Red Book", I also registered myself.
After reading "Little Red Book", I found that many Chinese people are uploading learning videos. Seeing such a video, she also started to contribute. "Ninety-none of the Japanese uploads learning videos, and the comments of Chinese people who are in the same situation when submitting articles have increased. 'Come on!' Comments of "I will work hard too" have become encouragement for learning. You can understand Chinese comments through translation applications. The account of
H, Japanese and Chinese submissions
is different from Instagram. There is no one I know on "Little Red Book", so it is also very comfortable to show weaknesses." (H)
has been around 10 months since the first submission, and the number of fans is more than 6,000. The total number of likes and the number of likes is 14,000.
H said that since we started using "Little Red Book", our understanding of China has deepened.
After listening to 6 people, what I saw was not only the enjoyment of "Little Red Book" as an application, but also the figure of enthusiastic Japanese young people connected to the world.
