Inter Milan Expands Digital Presence in China With Bilibili and REDnote Launches.

Roger Hampel

Image: Inter Milan

Inter Milan has launched official accounts on Chinese digital platforms Bilibili and REDnote (Xiaohongshu), expanding its online presence in a market where the Serie A club already has more than 7 million followers across local social media channels.

The move adds two platforms with different audiences and content formats to Inter's Chinese digital operations, extending its reach into video entertainment, lifestyle content and social search.

Both accounts are now active under the Chinese name @国际米兰足球俱乐部.

Inter Milan Targets China's Video and Social Search Audiences Inter

Bilibili, one of China's largest video platforms, reports more than 360 million monthly active users and over 16 billion monthly interactions.

Inter plans to establish a dedicated editorial hub on the platform, publishing content covering the club's history, players, matchday activities and behind-the-scenes footage.

The platform's emphasis on longer-form video and community interaction provides an additional distribution channel for Inter's football content, particularly among younger Chinese audiences.

REDnote, also known as Xiaohongshu, operates at the intersection of social media, lifestyle content and search. The platform has approximately 350 million monthly active users and processes around 600 million searches per day, according to figures cited by Inter.

On REDnote, the club will focus on content featuring its players, identity and connections with Milan, extending its presence into lifestyle and cultural topics beyond match coverage.