The next stop for promoting TV shows, movies, and variety shows is Xiaohongshu.

Beyond celebrities walking the red carpet and grand award ceremonies, what new possibilities can an entertainment extravaganza offer?

It can also be a fantasy city of stories.

In the spring on Emei Mountain, REDGALA on Xiaohongshu built a fantasy city of stories composed of well - known film, TV, and variety show IPs. It's more like a paradise, returning the rights of watching and playing to the audience. Here, you can take a commemorative photo with Judy from Zootopia 2 for its 10th anniversary, stroll freely in the ghost market of Chang'an in The Strange Cases in the Tang Dynasty: Chang'an, and even build the railway in 50 Kilometers of Peach Blossom Land with your own hands.

The annual Xiaohongshu Good Works Award Ceremony at night also continued this narrative, putting people in the background and works in the foreground. It's truly up to the audience to decide what good works are in this era.

The creation of such a contrast is not accidental. For the domestic entertainment industry, Xiaohongshu aims to create a "new species" - it no longer wants to be just a distribution center for entertainment content, but a place to plant the seeds of film, TV, and variety shows. This is a leap from a supporting role to a leading role, allowing good content to grow actively from here.

Just like the theme of this REDGALA, "The Ambition of Spring", Xiaohongshu Entertainment clearly has its own "ambition".

A "New Species" Appears in the Domestic Entertainment Industry

In spring, between the mountains and waters of Emei, Xiaohongshu held a special entertainment extravaganza.

On March 27th, the REDGALA event on Xiaohongshu was held in Emei Mountain, Sichuan. Besides building an immersive fantasy city of stories and inviting many artists and celebrities to walk the red carpet, Xiaohongshu also awarded the "Annual Xiaohonghua Good Works Award" for the first time.

An award ceremony often reflects the positioning and direction of a platform. This year's Annual Xiaohonghua Good Works Award has a total of four major units, including 22 work awards and the "Xiaohongshu Film and TV Trendsetter Author". It's not hard to find that, different from previous domestic entertainment awards, the Xiaohonghua Award doesn't have individual star awards, and the award - giving speeches are no longer the "solo performance" of the platform, but the real voices of users.

For example, when awarding the My Altay, there was such a passage in the award - giving speech: "Thank you, Altay, for making me understand that even if life is bumpy, we should choose to experience, feel, love, live, and go to Altay in a shining way."

This is the real call from the heart of a Xiaohongshu user after watching My Altay - these voices have traversed the grasslands and wilds in the drama and reflected the user's own situation. This is also the power that film and TV works give us today. A good work can withstand the interpretation at different stages of life and is worthy of being "seen" repeatedly.

Therefore, the core narrative of the Xiaohonghua Award and the entire REDGALA is focused on "good works", rather than traditional indicators such as box office or playback volume. After all, the latter can measure the dissemination scale of a work, but it's difficult to measure the emotional expression and discussion quality of users. And Xiaohongshu's definition of "good works" is also emerging - has a work sparked continuous discussions? Has it formed spontaneous secondary creations? And has it established an emotional connection between the creator and the audience?

At the event, the return of attention to "good works" was also reflected in the offline interactive exhibition of good works in the "Fantasy City of Stories". Different from traditional exhibitions or pop - up stores, the fantasy city restored multiple film, TV, and variety show IP scenes on - site. The audience could participate immersively as characters and even have the right to continue the story.

For example, at the Chinese Paladin 3 IP site, in the theme of "Re - exploring the Six Realms on the Sword", the audience could enter the Locking Demon Tower, fly with Long Kui on the sword, and rewrite the ending of the story. It's the secondary creation that allows us to get so close to the work, as if we were back in the summer years ago, sitting in front of the TV and shedding tears when seeing Long Kui casting the sword for her brother.

But from a further perspective, the reason why Xiaohongshu built such a grand and immersive interactive exhibition of good works is not only to emphasize "good works", but also to extend the atmosphere of the online community to the offline world. It allows people to intuitively feel the appearance of Xiaohongshu's community entertainment ecosystem, know what the users here care about and like, and more importantly, see how users initiate discussions, interpretations, and secondary creations of works on Xiaohongshu.

This kind of case can be seen everywhere on Xiaohongshu. Niche creators on Xiaohongshu will extend the characters in the films to the real world. Users who love Zootopia once initiated a cosplay activity spontaneously and transformed into the residents of Zootopia. This cosplay is not a simple replication. Zootopia has created a grand world view. The residents in the small town have unique personalities. People like Judy not only because of her cute appearance, but also because of her inner perseverance and courage, as well as the vitality of "overcoming every difficulty".

Another example is that there are many detail - oriented users on Xiaohongshu. They will continuously update their interpretations of the films during the interval of the IP, which also indirectly extends the lifespan of the works. Avatar was released in 2009, and 17 years have passed. People's interpretations of the film have developed from environmental protection and cultural conflicts to the overall analysis of the ecological and religious settings of the Avatar planet by Xiaohongshu users today. For the popular Dune 1, some Xiaohongshu users have also tried to interpret the cultural logic and religious politics of the desert society from the anthropological foreshadows.

Speaking of Xiaohongshu, a large - scale project of a company often sends out strong business signals. When we pay attention to this entertainment extravaganza, we should not only focus on the event itself. Behind the extravaganza, Xiaohongshu wants to express its position in the entertainment ecosystem today - Xiaohongshu is no longer just a simple distribution center for entertainment content, but a new public literary and artistic discussion platform.

Why do we have this judgment? First, look at the data. More than 160,000 film, TV, and variety show - related notes are created on Xiaohongshu every day, with more than 3 million comment interactions; there are about 70 million active entertainment users every day, among which nearly 40% are post - 2000s, and nearly 80% are users from first - and second - tier cities. Although the scale is not at the forefront, in the context of Xiaohongshu's sincere, real, and high - quality expressions, this user profile is very valuable.

If user discussions provide a powerful content pool, then the combination of the industry and trends further makes Xiaohongshu an important source for good works to become popular and good reputations to take root.

At the closed - door meeting on the day of the REDGALA, Sanqian, the person in charge of Xiaohongshu's entertainment operation, revealed three observations of the platform on the content creation trend:

First, future content consumption is moving towards the era of aesthetics and word - of - mouth. The promotion of good works is particularly crucial. Second, more new - style labels will emerge, bringing more niche masterpieces. Third, content has entered the era of comprehensive IP operation from pure viewing experience. Viewing has become an entry point, driving the platform to shift from playback volume operation to value operation.

The logic is clear. When a group of users with aesthetics, the courage to express themselves, and high activity meets the real and open community environment of Xiaohongshu, the social word - of - mouth formed by the "real - person" discussion platform not only provides consumption decisions for the entertainment industry, but also continuously discovers and amplifies the value of good works in today's era.

As a platform, Xiaohongshu is gradually becoming the origin of word - of - mouth in the new public literary and artistic era, allowing good things to start on their own.

When Promotion Moves towards Film, TV, and Variety Shows

The soil of the new public literary and artistic discussion platform naturally brings effective and efficient "promotion".

This trend is not unexpected. In the past, the concept of "promotion" on Xiaohongshu was often related to physical consumption such as beauty and home decoration. However, in recent years, more than 3,000 active interest communities have been nurtured on Xiaohongshu. In 2024, Xiaohongshu's slogan was officially updated from "Your Life Guide" to "Your Life Interest Community". All these mean that entertainment promotion has quietly occurred when interests are born. From material consumption to spiritual culture, everything can be promoted on Xiaohongshu.

The promotion that grows from life interests is based on real emotional sharing and value transmission, which is also the ability lacking in traditional film, TV, and variety show promotion.

Currently, the traditional communication logic in the content market is gradually losing its effectiveness, and the conversion efficiency of simple traffic investment is continuously decreasing. Many high - quality works are often submerged by a sea of information due to the lack of efficient reach. At the same time, the public's aesthetic and selection awareness is constantly improving. They no longer passively accept the content guidance of marketing - oriented promotion, but instead trust real and resonant word - of - mouth sharing more.

New - style content label companies represented by Hengxing Gravity are typical examples. As the audience's attention is constantly fragmented, niche and vertical creation is becoming a new consensus. Wang Yixu, the CEO of Hengxing Gravity, mentioned at the REDGALA Entertainment Partners Roundtable that now Hengxing Gravity no longer blindly pursues "breaking through niches", but focuses on creating "niche blockbusters" that can accurately reach the target audience and meet their emotional needs.

"After the audience watches a long - form video drama, they will definitely go to social media to start discussions. This kind of discussion itself is also a form of emotional consumption. We will invest a considerable amount of operation energy after the drama is broadcast, actively release behind - the - scenes stories and creative concepts, and observe the points of agreement and disagreement among the audience." Wang Yixu said.

On Xiaohongshu, the precise distribution mechanism can quickly deliver content to users, allowing the creative team to accurately find their niche. The authenticity and real - person feeling of the community also determine the depth and breadth of the interaction between the team and users.

It's not hard to understand that for the film, TV, and variety show market, Xiaohongshu has become the carrier connecting "good works" and "real audiences".

For this reason, Sanqian, the person in charge of Xiaohongshu's entertainment operation, also shared an interesting case. She mentioned that after the comedians from Xiaoguo Talk Show opened and operated accounts on Xiaohongshu, the platform fans they accumulated would form a 10:1 conversion rate for special - performance ticket sales.

"This figure comes from our real - world research on talk - show comedians. This is also the accurate conversion that can be achieved only with the efficient niche user groups and high - paying - willingness user ecosystem on Xiaohongshu." She said.

Since there is a demand for promotion and the ability to promote, how does Xiaohongshu achieve the last - mile promotion of film, TV, and variety shows?

One Meal to Be a God may be an example of breaking through the niche. In 2025, this chef competition program quickly became popular, especially on Xiaohongshu, where it had a cross - niche effect. While receiving a large amount of long - tail discussions, the chef guests of the program also gained a large number of loyal IP fans on Xiaohongshu.

Behind this is the in - depth community linkage between Xiaohongshu and the creative team. When One Meal to Be a God was on the air, Xiaohongshu created an operation plan for it from online to offline - co - creation with food bloggers, in - depth cooperation with niche food bloggers in the community to stimulate users to widely replicate and create secondary works of the dishes in the program; inviting famous chefs to the community for live - streaming and interaction, directly establishing a connection with users; holding an offline finale ceremony to let the chefs loved by users step into the real - world scene from the online world.

After a year of precipitation of non - standard cases, Xiaohongshu has gradually clarified the promotion link between good works and the community - this is also the greatest significance of the REDGALA closed - door meeting. Xiaohongshu wants to clearly tell the outside world what its entertainment ecosystem is, how film, TV, and variety shows can be promoted here, and how much imagination promotion can bring.

Specifically, first, the reading volume and discussion volume are still the core data indicators of the community. On Xiaohongshu, "effective note promotion + precise niche user operation" are important methods to improve the above - mentioned core data.

Second, open a toolbox for differentiated cooperation, providing more visual paths for the creative side through the reverse funnel promotion model, lifestyle scene linkage gameplay, and building an IP love field.

At the Entertainment Partners Roundtable, Sanqian also announced the "Xiaohonghua Works Shining Plan", that is, the above - mentioned high - quality toolbox will be unreservedly opened to 20 high - quality works within the year. Xiaohongshu will provide full - link cooperation from "pre - research and testing" to "main - film promotion" and then to "long - term derivatives", and start real - sense co - creation with a new generation of creators.

"In an uncertain era, we give you some certain confidence." Sanqian said.

The "Real - Person Feeling" Remains the Moat

"It can be said that Xiaohongshu is the most core promotion platform for One Meal to Be a God." He Shu, the general director of One Meal to Be a God, said.

Before the chefs joined Xiaohongshu, He Shu never thought that they would receive so much interaction and love on Xiaohongshu. She attributed the reason to the "real - person feeling" of the platform.

He Shu said that a chef once told her that he was usually very home - bound. Besides cooking at home, he would just browse Xiaohongshu. The reason was very simple. "Many Xiaohongshu netizens sent private messages saying that the chef's replies made them happy for a whole day. This kind of feedback touched him and further stimulated his desire to interact."

In the track of film, TV, and variety show promotion, traffic and data may bring temporary popularity, but the "real - person feeling" is the moat that is difficult to replicate. Xiaohongshu has the most real, active, and willing - to - express user group. They reject false marketing and are more willing to stay for content with temperature and soul.