From Platform Migration to Cultural Integration: the Ingress and Diffusion of #wlw from TikTok to RedNote in Queer Women

Hashtags serve as identity markers and connection tools in online queer communities. Recently, the Western-origin #wlw (women-loving-women) hashtag has risen in the Chinese lesbian community on RedNote, coinciding with user migration triggered by the temporary US TikTok ban. This event provides a unique lens to study cross-cultural hashtag ingress and diffusion through the populations' responsive behaviors in cyber-migration. In this paper, we conducted a two-phase content analysis of 418 #wlw posts from January and April, examining different usage patterns during the hashtag's ingress and diffusion. Results indicate that the successful introduction of #wlw was facilitated by TikTok immigrants' bold importation, both populations' mutual interpretation, and RedNote natives' discussions. In current manifestation of diffusion, #wlw becomes a RedNote-recognized queer hashtag for sharing queer life, and semantically expands to support feminism discourse. Our findings provide empirical insights for enhancing the marginalized communities' cross-cultural communication.