Core Insights - The article discusses the evolution of the "二次元" (2D) culture in China, highlighting its transition from a niche interest to a mainstream phenomenon, particularly on platforms like Xiaohongshu (Little Red Book) [2][3][4] - Xiaohongshu has rebranded itself from a "lifestyle guide" to an "interest community," emphasizing user engagement based on shared interests rather than just practical content [3][4] - The rise of the "2.5D" culture reflects a more open and optimistic attitude among younger generations, contrasting with the previous generation's more insular approach [5][6][7] Xiaohongshu's Growth and Strategy - Xiaohongshu's game user MAU surpassed 110 million, with daily exposure of game notes exceeding 2 billion and nearly 1 billion daily reads [2] - The fastest-growing content categories on Xiaohongshu over the past year were "二次元" and gaming, with year-on-year growth rates of 175% and 168%, respectively [2] - The platform's recent large-scale offline event for gaming and "二次元" marks a significant shift in its branding and community engagement strategy [2][3] Cultural Shifts and Market Dynamics - The article notes a generational cultural shift, where the new generation of "二次元" enthusiasts is more accepted and supported by society compared to their predecessors [6][7] - The "二次元" culture has evolved from being a foreign import to a more localized and positive narrative, with a focus on community and shared experiences [7] - The gaming industry continues to thrive, with the domestic market achieving actual sales revenue of 168 billion yuan in the first half of the year, a 14.08% year-on-year increase [20][21] Competitive Landscape - Xiaohongshu is positioning itself to compete with established platforms like Bilibili and Weibo in the "二次元" space, leveraging its large user base and community-driven content [15][21] - The article highlights the importance of government support for the growth of "二次元" culture, with cities competing to become digital content hubs [10][15] - The presence of major gaming IPs at Xiaohongshu's events indicates a strategic move to attract industry partnerships and enhance its market presence [9][21]

Core Insights - The competition between Xiaohongshu and Bilibili in the ACG (Anime, Comic, Game) sector is intensifying, with both platforms hosting large-scale events in Shanghai during the summer of 2025, highlighting their rivalry for young users' attention and spending power [2][20][26] Group 1: Event Comparisons - Bilibili World (BW) attracted over 400,000 participants and covered 250,000 square meters, making it the largest ACG event globally [2] - Xiaohongshu's RED LAND event, held on an 80,000 square meter outdoor site, drew approximately 100,000 attendees, emphasizing a different approach by focusing on immersive experiences rather than traditional exhibition formats [6][9] - BW featured a more extensive lineup with 167 exhibitors and over 30,000 cosplayers, while RED LAND emphasized a theme park-like experience with three main exhibition areas [4][10] Group 2: Market Dynamics - The ACG content release on both platforms saw significant growth, with a 175% increase in ACG content and a 168% increase in game content on Xiaohongshu, indicating a shift in user engagement [2][3] - Bilibili reported a net revenue of 7.003 billion yuan in Q1 2025, a 24% year-on-year increase, with mobile game revenue surging by 76% [2][17] Group 3: User Demographics and Engagement - Xiaohongshu's user base is predominantly young, with 50% aged 95 and 35% aged 00, and a significant female user demographic, aligning well with the ACG audience [11][12] - Bilibili has a daily active user count of 106.7 million and a monthly active user count of 368 million, while Xiaohongshu's monthly active users reached 350 million by the end of 2024 [13][15] Group 4: Strategic Implications - Xiaohongshu's entry into the ACG space represents a strategic shift from a lifestyle platform to an interest-based community, aiming to redefine its user value and business model [21][23] - The competition for advertising revenue from game developers is a critical driver for both platforms, with Xiaohongshu seeking to capture a larger share of this market [23][24] Group 5: Future Outlook - The ongoing rivalry between Xiaohongshu and Bilibili will significantly influence the future landscape of China's ACG industry, as both platforms strive to enhance their offerings and user engagement [25][26]

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].

Core Viewpoint - The article discusses the evolution of the Xiaohongshu community, highlighting the significant growth in the gaming and ACG (Anime, Comic, Game) content sectors, which are now among the top categories on the platform, indicating a vast potential for interest-based communities [4][18][19]. Group 1: Event and Community Engagement - Xiaohongshu created a unique immersive experience called "Pain Island" to cater to the gaming and ACG community, showcasing the platform's commitment to engaging its user base [7][10]. - The event featured over 50 well-known gaming and anime IPs, including popular titles like "Honor of Kings" and "Genshin Impact," enhancing the immersive experience for attendees [11][18]. - The community's engagement was further amplified by live performances, such as the Echo Project music festival, which resonated deeply with the audience, marking a significant cultural moment for fans [13][14]. Group 2: Growth Metrics and Trends - From 2023 to 2025, Xiaohongshu's ACG content has rapidly grown, becoming the third-largest category on the platform, with a notable increase in user engagement [18][19]. - The platform reported that the number of posts related to gaming and ACG content has increased by 175% and 168% year-on-year, respectively, indicating a strong upward trend in user-generated content [19][20]. - Xiaohongshu's gaming user base has reached over 110 million monthly active users, with daily exposure of gaming posts exceeding 2 billion [18]. Group 3: Cultural Integration and User Experience - The concept of "2.5D" culture is emerging on Xiaohongshu, blending virtual and real-life experiences, allowing users to engage with gaming content in a more relatable manner [20][24]. - The platform is fostering a community where gaming and ACG culture are integrated into daily life, as seen in user-generated content that reflects real-life applications of gaming themes [25][30]. - Xiaohongshu's shift from a lifestyle guide to an interest-based community signifies a broader cultural acceptance of niche interests, allowing for deeper emotional connections among users [33][39].

Core Viewpoint - The article discusses the transformation of Xiaohongshu from a "lifestyle guide" to an "interest community," highlighting the rapid growth of content related to gaming and the ACG (Anime, Comic, and Game) culture, which has become a significant part of the platform's user engagement and content creation [5][11][18]. Group 1: User Engagement and Growth - Xiaohongshu's monthly active users (MAU) are projected to exceed 350 million by the end of 2024, with a significant portion of users aged 18-34, accounting for over 70% of the user base [12][10]. - The average daily usage time for users has increased from 58 minutes in 2022 to a peak of 74 minutes in 2024, indicating higher user engagement [12][14]. - The platform has seen a 175% year-on-year growth in ACG content and a 168% growth in gaming content, making these categories the fastest-growing on the platform [5][14]. Group 2: Content Trends and User Behavior - Users are shifting from sharing essential lifestyle content to more engaging and frequent consumption of spiritual and interest-based content, such as gaming and ACG, which enhances user retention and community interaction [18][20]. - Xiaohongshu's content ecosystem is increasingly driven by user-generated content (UGC), with 50% of community traffic allocated to ordinary users, fostering a competitive environment for content visibility [14][16]. - The platform's search functionality is robust, with 70% of users engaging in search behaviors, leading to a 30% higher conversion rate for users who arrive via search compared to those browsing content [16][18]. Group 3: Community and Cultural Integration - The emergence of the "2.5D" culture on Xiaohongshu reflects a blending of ACG elements with everyday life, indicating a trend where younger users integrate gaming and ACG into their daily activities [18][20]. - The RED LAND event exemplifies Xiaohongshu's strategy to enhance its community atmosphere and solidify its new positioning as an interest-based platform, moving away from traditional lifestyle content [5][34]. - The platform's community remains vibrant and open, allowing for natural growth and the acceptance of diverse interests, which contrasts with the more rigid structures seen in other platforms like Bilibili [29][31].

Core Insights - Xiaohongshu has transformed its branding from "Your Life Guide" to "Your Life Interest Community," reflecting a shift towards a more interest-based community model [3][9] - The platform has seen significant growth in user engagement, particularly in the gaming and ACG (Anime, Comic, Game) sectors, with content publication in these categories increasing by 175% and 168% respectively over the past year [4][15] - Xiaohongshu's monthly active users (MAU) are projected to exceed 350 million by the end of 2024, with a notable increase in user engagement time [11][12] User Engagement and Content Trends - Xiaohongshu's MAU is expected to average around 330 million in 2024, with over 70% of users aged 18-34 [11] - The average daily usage time has increased from 58 minutes in 2022 to a peak of 74 minutes in 2024, indicating rising user engagement [12] - The platform's content landscape is diversifying, with 70% of users engaging in search behaviors, and a significant portion of content being user-generated [19][20] Community and Cultural Shifts - The rise of "2.5D" culture on Xiaohongshu reflects a blending of ACG elements into everyday life, showcasing a trend where young users integrate these interests into their daily activities [24][27] - Xiaohongshu's community atmosphere is characterized by high engagement and a youthful vibe, distinguishing it from other platforms like Bilibili [8][42] - The platform's focus on user-generated content (UGC) allows for a more organic community growth, avoiding the dilution of core interests seen in other platforms [42][44] Competitive Landscape - Xiaohongshu is not directly competing with Bilibili but rather reflects a different approach to community engagement and content creation [29][35] - The platform is exploring partnerships with gaming companies and integrating gaming content into lifestyle discussions, aiming to enhance user interaction [45][48] - Xiaohongshu's strategy emphasizes the importance of community over strict content categorization, allowing for a more fluid interaction between different interest groups [40][51]