An Analysis of Xiaohongshu's Communication and Cultural Interaction in the UK Market——A Case Study of Oxford

1. Do you know the app “Rednote”（also known as Xiaohongshu） from China?

A. Never heard of it

B. Heard of it but never used it

C. Heard of it and have used it

3. On these apps, have you ever come across content related to Chinese culture? (Culture here is understood in a broad sense, covering both ancient and modern aspects, as well as many everyday things.)

4. Have you ever directly interacted or communicated with Chinese people on these apps?

A. Often

B. Occasionally

C. Maybe once or twice

D. Never

5.Have these experiences of learning about Chinese culture and interacting with Chinese people (if any) sparked more interest in Chinese culture and its people?

A. Yes, a lot – it has had a significant impact on me

B. It has aroused some interest that I didn’t have before

C. Just a little

D. Not at all

6. How did you learn about Rednote?

A. Recommended by a friend

B. Heard about it from the Trump TikTok ban event

C. Saw it on another app by myself

D. Noticed Rednote-related content offline (e.g., at tourist spots)

7. What has kept you from trying out Rednote?

A. The social media I use already cover my needs; I don’t see the need to use another one

B. Rednote is primarily in Chinese, so there is a language barrier

C. I’m not particularly interested in apps dominated by users from other countries and their cultures

D. Other, please specify

8. If Rednote could show you a more authentic side of Chinese culture that you haven’t encountered before, would you be interested in giving it a try?

A. Yes, I’m interested

B. I might consider it

C. Not really interested

D. Not interested at all

9. What kind of content do you enjoy most on Rednote?[多选题]

A. Travel guides

B. Specific entertainment content (e.g., ACG, celebrities, music, etc.)

C. Everyday life discussions

D. Posts about interactions between Chinese people and people from other countries

E. Other, please specify

10. Have you seen content related to Chinese culture on Rednote? (Culture here is understood in a broad sense, covering both ancient and modern aspects, as well as many everyday things.)

A. A great deal

B. Occasionally

C. Rarely

D. Never

11. Have you ever directly interacted or communicated with Chinese people on Rednote?

A. Frequently

B. Occasionally

C. Maybe once or twice

D. Never

12. Is experiencing Chinese culture and connecting with Chinese people one of your main reasons for using Rednote?

A. Yes, it is the main reason

B. It is one of the important reasons

C. It plays a part, but not a major one

D. It is not a reason for using Rednote

13. Have these experiences of learning about Chinese culture and interacting with Chinese people (if any) sparked more interest in Chinese culture and its people?

A. Yes, a lot – it has had a significant impact on me

B. It has aroused some interest that I didn’t have before

C. Just a little

D. Not at all

14. We’d love to hear more about your experience – for example, what kind of content you enjoy, any specific aspect of Chinese culture you’ve discovered, or interesting Chinese users you’ve chatted with!