小红书造「痛」岛背后，是一场社区兴趣扩容

Core Insights - The article discusses the creation of "Pain Island" by Xiaohongshu, a large-scale immersive experience for fans of gaming and anime, reflecting a significant shift in community engagement and content growth within the platform [2][11][12]. Group 1: Event Overview - Xiaohongshu organized the "Pain Island" event from August 8 to 10, 2023, in Shanghai, aiming to provide a unique immersive experience for the gaming and anime community [2][3]. - The event featured over 50 well-known gaming and anime IPs, including popular titles like "Honor of Kings" and "Genshin Impact," creating a rich interactive environment for attendees [7][9]. Group 2: Community Growth - From 2023 to 2025, Xiaohongshu's content related to anime and gaming has rapidly grown, becoming the third-largest category on the platform, following fashion and food [12][13]. - The number of posts related to anime and gaming has increased by 175% and 168% year-on-year, respectively, indicating a strong upward trend in user engagement [13][26]. Group 3: Cultural Significance - "Pain culture," originating from Japan, emphasizes personal expression through anime-themed decorations and has become a significant aspect of the community's identity [3][5]. - The event's immersive experience aimed to break the barrier between reality and the virtual world, resonating deeply with attendees who felt a strong emotional connection to the content [9][11]. Group 4: Strategic Direction - Xiaohongshu is shifting its focus towards a "2.5D" content strategy, blending anime and gaming with real-life experiences, which reflects a broader trend of integrating niche interests into everyday life [14][19]. - The platform's new slogan emphasizes its evolution from a lifestyle guide to an interest-based community, highlighting its commitment to fostering diverse user engagement [27][29]. Group 5: Future Prospects - The growth of interest-based communities on Xiaohongshu suggests a significant opportunity for expanding user engagement and content creation, particularly among younger demographics [30][32]. - The platform's approach to community building through interest-driven content is expected to enhance user retention and foster a vibrant ecosystem for niche interests [31][33].