Shirley Xiao, Shenzhen College of International Education “Do women really need to wear bras?” pondered 17-year-old Jane Zeng, her body and mind feeling constrained. She turned to Red, also known as Xiaohongshu in China, seeking answers. After receiving insights from fellow female users, she made a choice to prioritize her comfort over societal expectations. With 300 million daily active users, 70% of whom are female, Red has emerged as a more dependable and practical platform for Chinese women compared to traditional search engines and social media. Its influence among youth sparked an unforeseen trend, providing Chinese women with a platform for ideological liberation and challenging their societal roles as the so-called “second sex.” Originally established as a shopping guide app, Red quickly garnered a substantial female user base owing to its core mission of “inspiring lives” and promoting the sharing and discovery of life’s wonders. Despite China’s skewed sex ratio of 113.5 males per 100 females, women remain the primary audience on Red. Alex Wang, a gender studies assistant professor, remarked on how females have historically been marginalized as the “second sex,” with terms like “take-out guy” or “delivery man” overlooking the substantial presence of women in those jobs. However, Red has subverted this norm in online interactions. Users like 17-year-old Leo Liu observed a reversal in gender dynamics on Red, where males are often positioned as the secondary sex. Terms like “sisters” are commonly used as a form of address, regardless of the user’s gender, fostering a sense of community and empowerment among women. For Zeng, Red serves as a platform for feminist enlightenment, allowing her to connect with like-minded individuals and celebrate female independence within a supportive community. Similarly, Margaret Yin expressed her fondness for Red, highlighting the platform’s friendliness and supportive environment. “If females were perceived as the primary sex in reality, society would be a much nicer place,” Yin said. While many users find empowerment on Red, there are concerns raised about reinforcing stereotypes and beauty standards. Amy Chen, a senior-to-be, recalled joining Red during her junior high years, noting its inclusivity compared to other apps in China. However, she pointed out that the frequent use of “sisters” might perpetuate entrenched stereotypes. “Red’s content predominantly focuses on beauty and education, catering to and produced by women,” Chen said. Wang indicated that Red tailors its content to suit user preferences, potentially exposing female users to unhealthy beauty standards. She also raised concerns about Red potentially acting as a platform for consumerism targeted at women. Wang suggested that perceiving females as the primary demographic on Red may signify a new trend for Chinese feminists. “Assuming a user is female especially when they showcase empathy towards women reflects a broader societal assumption that men lack such empathy. Present-day Chinese feminists often exhibit skepticism and low expectations towards men,” Wang noted. By presuming empathy and solidarity among female users, Red fosters a unique digital sisterhood that challenges conventional gender roles and expectations. | 