Objective & Background:

As one of Singapore’s most iconic F&B groups, BreadTalk Group is home to multiple well-loved brands including BreadTalk, Din Tai Fung, Food Junction, Food Republic, Thye Moh Chan, and Toast Box. While each brand serves different audiences and dining occasions, they share a common goal of strengthening brand visibility and emotional connection with audiences on Xiaohongshu.

FY Ads Singapore has partnered with BreadTalk Group to develop tailored Xiaohongshu marketing strategies for each brand, leveraging platform-native storytelling, lifestyle-led content, and influencer collaborations to drive brand awareness, consumer engagement, and social influence.

Our Solution:

Rather than adopting a one-size-fits-all approach, FY Ads develops tailored Xiaohongshu strategies for each BreadTalk Group brand while providing end-to-end campaign execution.

Xiaohongshu Official Account Management

Managed and optimized official Xiaohongshu business accounts to establish a consistent brand presence and strengthen platform credibility.

Localized Content Creation

Produced premium Xiaohongshu-native short-form videos and visual content tailored to each brand’s unique positioning, featuring seasonal launches, signature products, lifestyle storytelling, and local dining experiences.

For example, when BreadTalk launched its limited-edition Wheels of Fire Bread, our creative team quickly adapted the campaign to capitalize on the growing popularity of the Ne Zha movie in Singapore. By combining a timely cultural trend with engaging Xiaohongshu-native content, the campaign generated strong organic engagement and social buzz.

Influencer & KOL Marketing

Partnered with food, lifestyle, and Singapore-based creators to showcase authentic dining experiences, new product launches, and brand stories through trusted creator content.

One notable example was the launch of Din Tai Fung’s new outlet at WEAVE, Sentosa. We collaborated with dozens of food and lifestyle KOLs to introduce Asia’s first Din Tai Fung with a bar, generating authentic dining content and building excitement around the restaurant’s new concept.

Xiaohongshu Ads Boosting

Leveraged Xiaohongshu Ads to amplify key campaigns, improve content discoverability, and extend reach among highly relevant audiences in both Singapore and the China market.

Community Management & Inquiry Response

Managed ongoing audience interactions and inquiries across multiple BreadTalk Group brands, fostering stronger engagement while maintaining active communication with the Xiaohongshu community.

About FY Ads Singapore

FY Ads Singapore is a premier digital marketing agency specializing in Xiaohongshu marketing, content creation, and audience engagement on Chinese social media platforms. As the official overseas partner of the Xiaohongshu App, FY Ads Singapore is headquartered in Singapore, with additional offices in Malaysia, Thailand, and China. Their strategic approach and innovative solutions make them the ideal partner for brands aiming to enhance their digital footprint in the Chinese market.

For more information about FY Ads Singapore and their innovative Xiaohongshu marketing solutions, contact Info@fy-ads.com.