Xiaohongshu’s REDLAND turns a shipyard island into a 2.5D theme park for China’s gaming generation

['Shuang Jing', 'More Shuang Jing', '.Wp-Block-Co-Authors-Plus-Coauthors.Is-Layout-Flow', 'Class', 'Wp-Block-Co-Authors-Plus', 'Display Inline', '.Wp-Block-Co-Authors-Plus-Avatar', 'Where Img', 'Height Auto Max-Width', 'Vertical-Align Bottom .Wp-Block-Co-Authors-Plus-Coauthors.Is-Layout-Flow .Wp-Block-Co-Authors-Plus-Avatar'] TechNode 2025-08-12 00:00:00

Xiaohongshu – known to most as a lifestyle and beauty platform – staged REDLAND, its first large-scale offline anime-and-gaming expo, on Shanghai’s Fuxing Island. Genshin character statue at Genshin boothA cosplayer cosplaying Sultan from Sultan’s GameParty Animals boothA cosplayer cosplaying Kaworu Nagisa from Neon Genesis EvangelionFor Xiaohongshu, REDLAND wasn’t just cosplay photo-ops and merch tables. That’s how the concept of the ‘Pain Island’ came about.”Over the past year, Xiaohongshu has been actively expanding into the gaming vertical. Only a small portion of REDLAND tickets were sold, while the vast majority were given away for free through a quiz on the Xiaohongshu platform. “For our very first REDLAND, selling tickets wasn’t the point.