Dezeen has launched an account on the fast-growing Chinese social media platform Red.

Created earlier this month, Dezeen's Red account will publish curated design and architecture images and videos along with content in Simplified Chinese. To follow Dezeen on Red, scan the QR code above using the Red app, or search for "Dezeen Official".

The visually-led social media platform, which is called Xiaohongshu (Little Red Book) in China but is known internationally as Red, is often referred to as Chinese Instagram.

The app, which was launched 10 years ago, is increasingly gaining momentum in China and currently has over 450 million registered users.

Our new Red account joins Dezeen's existing WeChat account and increases Dezeen's Chinese-language output and reach in China.

Dezeen officially unveiled the new Red account in China last week during Design Republic's Festival of Design in Shanghai, where our China editor Christina Yao hosted a talk about how to establish a Chinese design narrative.

The Red account is branded with an updated version of Dezeen's logo designed by Micha Weidmann, the graphic designer who created Dezeen's original identity and website. It features the Chinese characters for "design magazine" above the famously lopsided Dezeen wordmark.

The launch of the new account comes amid the inaugural edition of Dezeen Awards China, the first regional edition of Dezeen Awards, which celebrates Chinese architecture and design talent.

We used the new account to announce the shortlists this month and will be announcing the winners on Red next month.