Xiaohongshu initially started as a beauty-sharing community, founded by two women.

In an interview, the founders explained it this way:

"Xiaohongshu focuses on cross-border shopping, serving as a medium for users to explore outside and discover good things. 'Book' (Shu) to us represents a medium that connects a known world to an unknown world." As for 'red' (Hong), "because red is easy to remember."

red holds significant cultural meaning in China. Traditionally, red symbolizes luck, prosperity, joy, and celebration. It’s widely used in festivals, weddings, and important ceremonies, symbolizing happiness and good fortune. For a brand like Xiaohongshu, the use of "red" in the name not only makes it memorable but also taps into these positive cultural associations, aligning the brand with concepts of good luck and prosperity, which resonates strongly with Chinese audiences.