From TikTok exodus to RedNote rituals: A transcultural communication analysis of the “Cat Tax” phenomenon

Amid growing global interconnectivity, transcultural communication offers a critical framework for understanding cultural interaction in digitally mediated, participatory spaces. This study examines the “Cat Tax” meme on RedNote (Xiaohongshu), highlighting its role as humorous, user-generated content negotiated between established users and recent migrants from TikTok, self-identified as “TikTok Refugees.” Grounded in Hepp's (2015) transcultural communication theory, the analysis explores how the meme operates as a culturally resonant medium that bridges linguistic and cultural boundaries while facilitating affective engagement central to transcultural dialogue and identity negotiation. The dataset comprises “Cat Tax” posts with over 10,000 likes, capturing highly interactive engagement. Using Cultural Discourse Analysis (CuDA) within a nested, multi-level framework, the study interrogates the phenomenon across micro, meso, and macro levels. It demonstrates how the meme functions as a digital ritual, enacts participatory culture, and reveals socio-political tensions and power dynamics embedded within user-driven content. Findings indicate that grassroots practices can evolve into replicable rituals that sustain participation, drive organic transcultural exchange, and enhance global visibility. The study challenges monolithic portrayals of China's digital environment and shows how everyday digital practices contribute to a more nuanced understanding of Chinese digital soft power in global media ecologies.