Xiaohongshu (XHS), internationally recognized as RedNote, has recently gained significant global attention, particularly in the aftermath of the US-imposed restrictions on TikTok. This development triggered a migration phenomenon commonly referred to as the “TikTok refugee” movement, whereby a substantial number of former TikTok users in the US transitioned to XHS. The ensuing global interest has catalyzed widespread exploration and adoption of the platform.
The momentum is especially pronounced in Malaysia and Singapore, regions with some of the largest overseas Chinese communities. These markets have recorded the most notable surge in new XHS users, collectively reaching a user base of approximately 4.3 million, an expanding figure that underscores the platform’s accelerating growth within Southeast Asia.
What is Xiaohongshu?
Unlike other social platforms driven by short-form entertainment or polished influencer culture, Xiaohongshu combines long-form, in-depth content with a sophisticated user-generated content (UGC) algorithm. This blend results in feed content, that is:
- More authentic and detailed, especially around product reviews and lifestyle recommendations
- Less commercialized, as the algorithm prioritizes relatable, non-promotional posts
- Curated around interest-driven communities where users value personal experiences over aesthetics
This targeted content delivery significantly enhances user engagement and platform relevance. Additionally, XHS cultivates diverse interest-driven communities where organic word-of-mouth recommendations thrive, effectively driving consideration and purchase decisions. As a result, XHS provides a welcoming environment that encourages users to openly share experiences, post reviews, and actively participate within niche groups, facilitating authentic interactions without reservation.
Xiaohongshu User Profiles: Singapore vs Malaysia Demographics
Over the past year, the Singapore market has seen a 13% growth in XHS users, while Malaysia has grown by 4% year-on-year.
- In Singapore, the majority being female. 42% of users are aged 16 to 34, while those aged 35 to 54 make up 36%. The user demographic is predominantly Chinese, though there is a noticeable rise in Malay users as well. Many Singaporean users are married, affluent, and brand-aware. They tend to be enthusiastic shoppers, community participants, and trend followers, frequently seeking exclusive items, showcasing aspirational lifestyles, and engaging more intentionally with brands on XHS than on other platforms.
- In Malaysia, the user base has grown by 4% over the past year. The majority are female, with 63% aged between 16 and 34, predominantly Chinese and single. These users tend to be brand-conscious, socially observant, and privacy-minded. They actively follow brands and public figures they admire but prefer to remain low-profile themselves, gravitating toward content that feels genuine, relatable, and trustworthy.
High-Engagement Categories on Xiaohongshu (XHS)
Based on FY Ads’ internal data, Xiaohongshu sees significantly higher engagement in several key verticals, particularly among its core demographic in Malaysia and Singapore, young, urban female users with strong purchasing power and a preference for authentic, peer-driven content. For brands targeting this influential segment, XHS presents a powerful opportunity that should not be overlooked.
🔍 Consistently High-Performing Categories:
These verticals are unsurprisingly dominant on the platform:
- Beauty, Personal Care & Fashion As expected, content related to skincare routines, beauty hauls, fashion styling, and personal grooming consistently garners high engagement, driven by users seeking trusted, first-hand reviews and styling tips.
- Travel & Tech Users frequently turn to XHS for travel inspiration, destination planning, and gadget recommendations. These categories benefit from detailed storytelling and visuals that help bring products and experiences to life.
Why Should Brands Market on XiaoHongShu?
Xiaohongshu (Little Red Book) offers a powerful platform for brands, thanks to its high user engagement, strong influence on consumer decisions, and rich user-generated content that serves as authentic social proof. Its visually-driven, community-centric environment makes it ideal for brands to build awareness, credibility, and conversions.
Key Benefits & Strategies for Brands on Xiaohongshu
- Brand Awareness Increase visibility naturally through authentic storytelling, resonating with Xiaohongshu’s discerning and influential user base.
- Visual Storytelling Use immersive content formats, photos, videos, and long-form notes, to craft compelling brand narratives that captivate users.
- High Engagement Tap into a highly interactive community where users actively comment, share, and create, ideal for nurturing brand loyalty.
- Search Visibility (SEO) Optimize content to rank in Xiaohongshu’s internal search engine, where users actively seek trusted recommendations and product insights.
- Global Reach Reach a growing base of international Chinese-speaking users, expanding brand presence beyond China’s borders.
- Cost-Effective Exposure Partner with micro-influencers and seed products to generate authentic exposure at lower costs than traditional advertising.
- Influencer Relationships Build long-term partnerships with creators for ongoing collaborations, brand storytelling, and loyal advocacy.
- Lifestyle + Commerce Integration Seamlessly embed products within lifestyle content, making marketing more relatable and directly impactful on sales.
Key actionable steps for brands starting out on XHS
Driven by fear of missing out, many brands accustomed to mainstream social platforms rush into Xiaohongshu (XHS) without adapting their approach. However, XHS requires a distinct strategy—one that prioritizes authenticity, community interaction, and long-term trust-building over traditional promotional tactics.
Chart 1: An overview of how XHS strategy complements other social media platform activations
How Xiaohongshu Complements Existing Social Strategies: Key Considerations
While Xiaohongshu (XHS) offers a unique ecosystem, it should not replace other social platforms, but rather complement them. Below are key thought-starters to help brands approach XHS strategically:
Understand Platform-Specific User Behavior
User behavior on XHS is distinct from platforms like Instagram, Facebook, or TikTok. Users visit XHS to search for reviews, discover inspiration, and make purchase decisions, especially through content from Key Opinion Consumers (KOCs) and niche communities. Instead of traditional top-down brand awareness (driven by paid or owned media), XHS is driven by authentic, peer-to-peer content that influences awareness and consideration.
Customise Xiaohongshu Strategy
XHS should not simply replicate your existing social content. Brands need to adapt by:
- Collaborating with KOCs for authentic storytelling
- Encouraging community-driven user-generated content (UGC)
- Fostering active audience participation This tailored approach often results in stronger engagement, higher conversion rates, and more credible brand affinity.
Focus on Organic Presence
Avoid hard-sell tactics. XHS users value genuine, relatable content that feels native to the platform. Aim for user-created or user-inspired content that aligns with the platform’s tone, honest, personal, and recommendation-based. Your brand should feel like part of the conversation, not an interruption.
Drive Traffic to Owned Brand Spaces
Ensure all content across platforms links back to your owned digital assets, brand pages, stores, or communities, to convert inspiration into consideration and eventually sales. Cross-platform synergy is essential: what starts on XHS can lead to deeper engagement elsewhere.
As an official Xiaohongshu partner agency in Singapore, FY Ads provides end-to-end application support, including:
- Prepare documents – ACRA BizFile (business license), brand logo, and other support documents.
- Prepare documents – ACRA BizFile (business license), brand logo, and other support documents.
- Prepare documents – ACRA BizFile (business license), brand logo, and other support documents.
- Prepare documents – ACRA BizFile (business license), brand logo, and other support documents.
- Prepare documents – ACRA BizFile (business license), brand logo, and other support documents.
Get in touch to streamline your setup process, increase your approval success rate and learn how we can help your brand successfully enter and grow in the Chinese-speaking market through Xiaohongshu.
FAQ
- Prepare documents – ACRA BizFile (business license), brand logo, and other support documents.
- Prepare documents – ACRA BizFile (business license), brand logo, and other support documents.
- Prepare documents – ACRA BizFile (business license), brand logo, and other support documents.
- Prepare documents – ACRA BizFile (business license), brand logo, and other support documents.
Notes – The verification is valid for 1 year. An annual review is required each year.
KOL (Key Opinion Leader)
- Higher campaign costs
- Professional influencers with large followings
- High-quality branded content
- Best for driving awareness and reach
KOC (Key Opinion Consumer)
- Everyday users with smaller but loyal audiences
- Authentic, relatable reviews
- Great for building trust and conversions
Lower cost, often product seeding-based
- For awareness: track impressions, engagement (likes, comments, shares, saves), and follower growth.
- For conversion: monitor click-through rates, promo code redemptions, and sales generated.