As Xiaohongshu — known as RedNote or Red in English — surged to the top of the App Store downloads list this week, users in both China and the U.S. celebrated an unprecedented cross-cultural exchange: "Seeing people actually sharing their lives directly to each other is just beautiful.

A marketing campaign brief obtained by WIRED reveals how the Chinese app is trying to capitalize on its sudden international popularity.

China’s internet companies and their hard-working, resourceful professionals make world-class products, in spite of censorship and malign neglect by Beijing.