Xiaohongshu Marks 13th Anniversary With Multi-Day Offline Festival at Beijing's Shougang Park
Xiaohongshu held a multi-day city festival at Beijing's Shougang Park for its 13th anniversary, featuring exhibitions, a market, a music festival, and professional salons.
Xiaohongshu (小红书), marking its 13th anniversary, staged a city-themed offline event called "City Small Gathering" (大城小聚) at Shougang Park in Beijing across two phases: October 24–25 and October 26–30.
The centrepiece of the October 24–25 weekend was an interactive exhibition titled "Our City Gathering," divided into themed zones — a literary bar, a DIY art museum, a hacker toy factory, a folk competition arena, and a treasure comment section where visitors interacted with participating bloggers and collected city blocks. Alongside the exhibition ran a market called "Gather Together" (聚一聚), featuring nearly 100 stalls, approximately half of them from Xiaohongshu's own small and medium merchants, selling food, handicrafts, and cultural creations. The evening of October 24 closed with a music festival titled "Time Passes Through Us" (时间经过我们), held on the outdoor centre lawn of Shougang Park, featuring the Beijing C Major choir of 60 members. Quanjude (全聚德), the storied Beijing roast duck brand, participated as a partner in the event.
From October 26 to 30, the programme shifted to four "City Salon" (城市会客厅) offline exchange sessions, bringing together professionals from urban, cultural, economic, and educational fields for shared discussion.
The event drew on Xiaohongshu's existing community of content creators and merchants, translating its platform dynamics — user-generated discovery, niche interest communities, and small-business commerce — into a physical format anchored in Beijing's post-industrial Shougang Park venue.
The event fits a pattern of Chinese digital platforms investing in high-production offline experiences to deepen community ties and give merchants and creators a physical stage. Xiaohongshu has pursued this direction before: its "Everyone's Theater Festival" campaign with the Wuzhen Theater Festival blended user-generated content with offline installations in a comparable attempt to bring platform community into real-world space.
