Commerce Meets Activism: #StopMenstualShaming and the Dynamics of Feminist Advocacy on Xiaohongshu

Abstract

Using the lens of commodity feminism and the case study of menstrual shaming, this article investigates feminist expression on the Chinese social media platform Xiaohongshu—a commercially focused platform used primarily by women. Analyzing 329 posts and 10,336 comments under the hashtag #StopMenstrualShaming, our research foregrounds the salient role of Xiaohongshu in making women’s issues visible. The findings highlight how Xiaohongshu users shared societal critiques in varied creative forms while using the platform as a space of solidarity and connection. At the same time, the commercial ethos of Xiaohongshu casts feminist messages in a commercial light, which shapes both the expression and reception of feminist discourses on the platform. Through this case study, our research illuminates the complex dynamics of Chinese digital feminism more broadly, specifically the practice of feminist activism on a consumption-focused social media platform.