That is the topic of my latest Bloomberg column. Here is part of the argument:
TikTok was briefly shut down earlier this month, and the site faces an uncertain legal future. America’s internet youth started to look elsewhere — and where did they choose? They flocked to a Chinese video site called RedNote, also known as Xiaohongshu, the name of the parent company. RedNote has more than 300 million users in China, but until recently barely received attention in the US.
And when young Americans visited RedNote, they were undoubtedly struck by an obvious fact: It is not the kind of site their parents would frequent. The opening page is full of Chinese characters, as well as shots of provocatively dressed women, weird animal and baby photos, and many images that, at least to this American viewer, make no sense whatsoever. Yet Chinese and American youth interact frequently there, for example trading tips for making steamed eggs properly.
I don’t plan on spending much of my time there, but that’s part of the point — and helps explain its appeal to American youth.
And this:
As for the AI large-language models, DeepSeek is a marvel. Quite aside from its technical achievements and low cost, the model has real flair. Its written answers can be moody, whimsical, arbitrary and playful. Of all the major LLMs, I find it the most fun to chat with. It wrote this version of John Milton’s Paradise Lost — as a creation myth for the AIs. Or here is DeepSeek commenting on ChatGPT, which it views as too square. It is hardly surprising that this week DeepSeek was the top download on Apple’s app store.
The model also has a scrappy and unusual history, having been birthed as a side project from a Chinese hedge fund. Whether or not that counts as “cool,” it does sound like something a scriptwriter would have come up with. And at least on American topics, DeepSeek seems more candid than the major US models. That qualifier is important: Don’t ask DeepSeek about Taiwan, the Uighurs or Tiananmen Square.
The most fundamental reason China is seen as cool is that…China is cool, at least in some subset of products.
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