Author: Wang Zheng
Published: ISEAS Perspective 2025/99
Date: 5 December 2025
Chinese apps are gaining popularity among users in Southeast Asia, leading global new downloads in 2024, according to a recent report from mobile analytics platform Adjust. Among Chinese social media apps, RedNote (also called Little Red Book) has expanded its presence in Southeast Asia, making the region its second-largest market outside mainland China. As of early 2023, Malaysia had 2.5 million active users and Singapore had 0.74 million. Today, RedNote is one of the most popular social media apps in Southeast Asia. The app’s growth accelerated when millions of users from Western countries—dubbed “TikTok refugees”—joined after the proposed U.S. ban on TikTok in January.
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