The social platform REDnote for home décor has become a true hub for sharing interior‑design ideas. Its community is made up of young interior‑design enthusiasts who share tips, tricks, and inspiration for furnishing every space.
REDnote, the home‑design social platform, has become a true hub for sharing interior ideas. Its community is made up of young design enthusiasts who exchange tips, tricks, and inspiration for every corner of the home.
The furniture sector in China remains one of the most dynamic markets for international design, with strong growth in imports of Italian furniture and interior products. In 2025, the Chinese home‑furnishing market surpassed €100 billion, with an annual growth rate above the global average. According to data from FederlegnoArredo, Italian furniture exports to China recorded a +12% year‑on‑year increase in 2025 compared to 2024, driven mainly by home furniture, kitchens, seating, and lighting systems.
In 2026, demand continues to rise, fueled by a new generation of urban consumers who see the home as a space of well‑being, identity, and lifestyle, not just a functional environment. In this context, the social platform Xiaohongshu — also known as REDnote — has become a key hub for home‑design inspiration and a direct window into the tastes of young Chinese consumers.
REDnote as a home‑design inspiration hub in China
Xiaohongshu is no longer just a platform for skincare and fashion: it has become a true meeting point for interior design in China. Its community is made up largely of young consumers aged 20 to 35 who share photos, videos, and guides on how to furnish every space — from the kitchen to the balcony.
Between 2024 and 2025, the number of posts dedicated to home and interior design grew by more than 85%, while searches for furniture‑related keywords increased by around 400%. This boom highlights a deeper shift: the home is no longer just a refuge, but a reflection of one’s lifestyle, passions, and consumption choices.
For Italian brands, Xiaohongshu is becoming a strategic tool to test products, content, and styles before entering e‑commerce in a more structured way.
Interest and personalization: the home as an expression of self
Young Chinese consumers want a home that truly reflects who they are: no longer just tidy spaces, but environments that integrate hobbies, collections, lifestyles, and digital passions directly into the layout of their living spaces. According to sector analyses from social platforms and research groups on Chinese home‑consumption trends, from 2023 to 2025 the demand for solutions that combine personal expression and efficiency has grown steadily.
Between January and July 2024, on platforms like Xiaohongshu (Little Red Book), posts related to wall‑organization systems increased by 230%, while searches for this type of product grew by 20%. In 2025, these trends became even more consolidated:
strong demand for shelves, wall systems, and wall‑mounted modules that allow users to display vinyl records, books, models, gadgets, and collectible items;
a need for visible, organized solutions where aesthetics and functionality coexist without sacrificing the perception of “personal style”.
At the same time, the concept of the “relaxed home” (low‑impact home) has taken hold and continues to guide furnishing choices into 2026. Searches related to this style grew by more than 343% from 2023 to July 2024 and, according to industry reports on Chinese home consumption, maintain a stable growth rate through 2025–2026. This trend translates into:
modular furniture and systems that can be reorganized effortlessly, ideal for small and dynamic spaces;
ergonomic, low‑emotion design, created to reduce daily emotional load and simplify routines.
From 2024 to 2025, searches for modular and flexible furniture systems increased by 382%, while new posts on these topics on platforms like Xiaohongshu and Douyin grew by more than 1,105%. Looking ahead to 2026, industry reports indicate that Chinese consumers are no longer looking for “just a piece of furniture,” but rather a furnishing system that adapts to their life, evolving tastes, and changing daily routines — turning the home into a space that embodies the personality of its inhabitant.
New living aesthetics: natural materials, open layouts, and DIY
In 2025–2026, style trends in China are moving toward:
Raw and natural materials. Demand is rising for raw wood, marine plywood, stone, concrete, and exposed brick. Searches for these terms on Xiaohongshu have increased by 118.5%, reflecting a rustic, minimal, and zen aesthetic that evokes calm and authenticity.
Spatial fluidity and open layouts. Searches for “corridor” and “open layout” have grown by 73% and 24%, respectively. The trend is shifting toward hybrid spaces — work‑living‑kitchen areas — with furniture that defines boundaries and separations in a soft, flexible way.
DIY (Do It Yourself) lifestyle. DIY culture is expanding: young Chinese users share tutorials on assembling furniture, building niches, and decorating walls. Brands offering modular kits, DIY systems, or customization options are finding strong traction, especially in furniture, lighting, and décor.
This direction is particularly favorable for Made in Italy, which naturally blends aesthetics, quality, and functionality.
Upcoming furniture trends on REDnote in China
For Italian brands, China remains a true trend laboratory.
Growing demand for high‑quality and sustainable furniture. According to FederlegnoArredo and ICE‑Agenzia (2025), the value of Italian furniture exports to China has increased within a market increasingly focused on quality and durability, with strong interest in certified, low‑emission, and recyclable materials. Chinese consumers are showing rising sensitivity toward sustainability, transparency, and the origin of raw materials, favoring Made in Italy products with green labels and European certifications.
The home as a platform for well‑being. Industry studies on design and living in China (2024–2025) highlight growing demand for spaces dedicated to relaxation, meditation, sports, and sleep‑wellness, with products such as ergonomic loungers, wellness lighting systems, sound‑absorbing panels, and smart solutions. Made in Italy, with its tradition of ergonomics and comfort‑driven design, is well positioned in this segment.
Fusion between physical furniture and digital services. Platforms like Xiaohongshu, Douyin, and WeChat mini‑programs are accelerating the rise of “connected” furniture: products that integrate content, maintenance services, 3D configurators, gamification, and usage‑data collection. Italian brands that combine physical design with digital experiences (apps, online configurators, 3D tools, AR) can position themselves as leading players in the Chinese market.
The role of personalization. A 2025 study by the China Building & Decoration Association shows strong demand for customization (colors, dimensions, layouts, finishes) in furniture, kitchens, and lighting systems. Made in Italy, with its tradition of made‑to‑measure craftsmanship, can offer tailored solutions that adapt to the compact dimensions of Chinese urban apartments.
Rediscovery of the cultural value of Italian design. The Italy–China Action Plan 2024–2027 highlights the goal of strengthening the relationship and cooperation between Italy and China. In this perspective, exhibitions, design events, and cultural campaigns are the mains to reinforce the perception of Italian design as a lifestyle, not just a product — a strategic advantage for Italian furniture companies.
For more information, read also: REDnote and the future of China furniture industry
How furniture brands can leverage REDnote in China
For Italian furniture brands, Xiaohongshu represents a direct bridge between Italian design and Chinese consumers. The platform has strengthened its strategy for the home‑living sector, introducing a full‑cycle marketing model (brand awareness, performance, retention) that integrates:
Inspiration content (posts, videos, guides, case studies)
Content Seeds (micro‑influencers and expert users who test and review products)
Advertising campaigns and analytics (engagement metrics and conversion tracking)
An effective approach for Italian brands includes:
Creating localized Chinese‑language content, with a focus on urban homes and modular solutions
Collaborating with interior‑design KOLs and KOPs (specialist creators) and expert users who discuss furniture and lifestyle
To know more, read also: REDnote: the ultimate guide to marketing in China
In 2026, Made in Italy continues to enjoy strong appeal in China, driven by design, quality, personalization, and sustainability. Platforms like Xiaohongshu, Douyin, and official Tmall and WeChat channels are reshaping the way Chinese consumers choose and experience furniture.
For Italian companies, the next step is not just “selling in China,” but building a coherent brand experience across social media, content, services, and products — aligned with the trends of relaxed living, raw materials, open layouts, and flexible personalization.