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Xiaohongshu Pushes Further Into Gaming, Anime With Bigger Festival

Published: Oct. 5, 2026 6:11 p.m. GMT+8

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Visitors take photos at the Red Land festival in Shanghai on Oct. 2. Photo: Caixin

Chinese social media platform Xiaohongshu has grown its annual gaming and anime festival, deepening its push into digital entertainment.

The second Red Land festival, running from Oct. 2 to 6 in Shanghai, expanded its venue space to 150,000 square meters from 80,000 square meters last year. The event features more than 160 gaming and anime franchises, double the number recorded in the inaugural event.

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Explore the story in 30 seconds

Xiaohongshu's Red Land festival expanded to 150,000 sqm, hosting 160+ gaming/anime franchises (double last year).
ACG is its largest content vertical, with 137 million users; the event drew 80% of buyers from outside Shanghai.
Tickets sold out in 20.6 seconds, and NPC cast grew to 54, plus a community-built ACG parade.

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Who’s Who

Xiaohongshu: Xiaohongshu is a Chinese social media platform expanding into digital entertainment via its Red Land festival. The second event in Shanghai grew to 150,000 square meters, featuring 160+ gaming and anime franchises. ACG content is its largest vertical, with 137 million users. The platform seeks to diversify beyond lifestyle roots, attract male users through competitive games, and connect creators with target audiences.

Tencent: The article does not explicitly name Tencent, but it mentions "Honor of Kings," a Tencent-developed game, as one of the participating titles at Xiaohongshu's Red Land festival. This implies Tencent's intellectual property presence at the event, though no direct details about Tencent itself are provided in the content.

miHoYo: miHoYo is a Chinese game developer known for titles like Genshin Impact, which participated in Xiaohongshu's Red Land festival. The event highlights gaming franchises, aiming to engage China's ACG community and expand Xiaohongshu's commercial ecosystem beyond lifestyle content.

CD Projekt: The article mentions Cyberpunk 2077, a global blockbuster title developed by CD Projekt, as one of the featured games at Xiaohongshu's Red Land festival. No other specific details about CD Projekt are provided in the article.

Disney: According to the article, Disney's franchise "Zootopia" is featured at Xiaohongshu's Red Land festival, a gaming and anime event in Shanghai. It's listed among mainstream pop culture franchises alongside gaming titles like Honor of Kings and Cyberpunk 2077.

Riot Games: The article doesn't directly mention Riot Games (拳头游戏). However, it notes that Xiaohongshu is expanding its anime operations and seeking to attract more male users by promoting competitive games like Valorant, which is a Riot Games title. No other company-specific information about Riot Games appears in the article.

AI generated, for reference only

What Happened When

2026：: Tickets for the Red Land festival sell out in an average of 20.6 seconds across five rounds of sales, with 80% of buyers coming from outside Shanghai.

2026：: The festival increases its cast of non-player character actors to 54 from 34 compared to 2025, and introduces an ACG-themed parade and adventurers camp.

As of 2026：: Xiaohongshu is expanding its anime operations to focus on franchise-related discussions and merchandise trading, while seeking to attract more male users by promoting competitive games like Valorant and Delta Force.