Tencent Signs Strategic Partnership With Xiaohongshu for King Pro League

Tencent has entered into a strategic partnership with the Chinese social media platform Xiaohongshu, also known as Rednote, to integrate the platform into the King Pro League (KPL) ecosystem. Under this agreement, Rednote will serve as an official streaming platform for China’s premier Honor of Kings competition, joining existing partners Douyu and Huya. Additionally, Rednote will function as an official network of communities for the league. While the financial details of the deal remain undisclosed, the partnership marks Rednote’s inaugural entry into the Chinese esports sector.

The collaboration is supported by significant demographic alignment, as over 50% of the KPL viewership is female, mirroring Rednote’s user base, which is also more than 70% female. Furthermore, Tencent maintains a 13.19% equity stake in Rednote, strengthening the strategic ties between the two entities. The platform has recently experienced substantial growth, reporting over 300 million monthly active users, with more than 60% of its audience falling within the 18-29 age demographic.

This development occurs amid Rednote’s rising international profile, as the platform has gained traction as a notable alternative to TikTok. Following recent market shifts, Rednote saw a surge in new users, with estimates suggesting an influx of over three million individuals from the United States. This partnership reflects a broader effort by Tencent to leverage Rednote’s expanding influence and demographic reach to enhance the visibility and community engagement of its flagship esports property.