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RedNote's Chinese name, Xiaohongshu, translates to Little Red Book, but the app says it is not a reference to Chinese communist leader Mao Zedong's book of quotations with the same name.

"You've got the most simple form of information in front of mummies who sit there with their baby in their arm, flicking through the red book," Mrs Gardyj said.

The content of the red book is overseen by a Royal College of Paediatrics and Child Health panel.

In its so-called “red book” setting out the Budget details, the Treasury acknowledged the government had spent “an increasing proportion” of overseas aid on refugees and asylum seekers which had “significant implications” for aid spending overseas.

And, shopping centre bosses have been quick to learn from their tenants, taking a leaf out of their book and using Chinese social media platform Xiaohongshu - or Little Red Book - to help market the precinct.