Inter expands its digital presence in China with new official channels on Bilibili and REDnote

FC Internazionale Milano is further expanding its digital presence in China with the launch of new official accounts on Bilibili and REDnote (Xiaohongshu), two of the most prominent and fastest-growing platforms in China’s digital landscape. This initiative marks another step forward in the development of Inter’s digital ecosystem in a country where the Club already boasts a community of over 7 million followers across the leading local social media platforms.

Bilibili is one of China’s leading video platforms, with more than 360 million monthly active users and over 16 billion monthly interactions. It has become a key platform for younger generations thanks to its focus on video content, community engagement, and in-depth storytelling. On this platform, Inter will develop a dedicated editorial hub, featuring content covering everything from the Club’s history and players to matchday updates and behind-the-scenes footage, bringing fans closer to the Nerazzurri world.

REDnote, known as Xiaohongshu in China, is one of the country’s top lifestyle, discovery, and content search platforms. In recent years, it has also increasingly established itself as a new search engine for younger generations, who use the platform to discover content and find information, recommendations, experiences, and trends. With approximately 350 million monthly active users and 600 million daily searches, REDnote now combines social media features with the ability to search for and share news, ideas, and recommendations. Through this new channel, Inter will showcase its identity, its connection with the city of Milano, its players and the values that define the Club. The aim is to reach broad and diverse audiences, including younger generations and users beyond the traditional football fanbase.

The launch of these two accounts reflects the evolution of digital consumption habits in China and the growing importance of platforms that combine community, entertainment, content discovery, and the development of authentic relationships with brands. With their complementary roles, Bilibili and REDnote will enable Inter to strengthen its connection with existing fans whilst also reaching new audiences. Bilibili will provide an opportunity to build deeper relationships with younger fans through video, storytelling, and more in-depth content. REDnote will help expand the brand’s cultural relevance through lifestyle content and strong visual approach.

Through this initiative, the Club further reinforces its commitment to developing an increasingly localised and innovative digital presence, one that reflects the ways in which younger generations in China discover, follow, and engage with sports brands.

The official Bilibili and REDnote accounts are already live, and both profiles are found under the name @国际米兰足球俱乐部 (FC Internazionale Milano).