When brands think of social media marketing in Southeast Asia, platforms like TikTok and Instagram often dominate the conversation. However, one fast-growing platform has quietly become a powerful marketing channel for Chinese-speaking communities and beyond: Xiaohongshu (Little Red Book). While it is best known in China, Xiaohongshu is gaining influence among overseas Chinese and Southeast Asian consumers, making its influencers a hidden opportunity for brands looking to expand in the region.
▌What Is Xiaohongshu?
Xiaohongshu (also called RED) is a lifestyle platform that combines social media, e-commerce, and community-driven content. It has over 300 million monthly active users, primarily women aged 18–35. Content focuses on lifestyle, beauty, fashion, food, and travel—making it especially relevant for consumer brands.
In recent years, Xiaohongshu has also expanded outside of China, gaining traction in Singapore, Malaysia, and other Southeast Asian markets with large Chinese-speaking populations.
▌Why Xiaohongshu Matters for Southeast Asia
Growing Chinese-speaking communities: Singapore, Malaysia, and Thailand have significant Chinese-speaking populations who actively use Xiaohongshu to discover products and lifestyle trends.
Cross-border influence: Many Southeast Asian consumers look to Xiaohongshu for reviews and recommendations before shopping in China or purchasing international brands.
Authenticity-driven platform: Unlike heavily commercialized platforms, Xiaohongshu’s algorithm favors organic, community-driven content, making influencer partnerships more trustworthy.
▌The Role of Xiaohongshu Influencers
Xiaohongshu influencers (often called KOCs—Key Opinion Consumers) are everyday users who create authentic product reviews, lifestyle posts, and shopping recommendations. Their influence stems from authenticity rather than follower count.
Why they’re valuable for brands:
Trust and credibility: Consumers view Xiaohongshu as a reliable source of genuine recommendations.
Targeted reach: Brands can reach niche communities such as beauty enthusiasts, young mothers, or tech-savvy shoppers.
Cross-border commerce: Many influencers review international products, helping brands enter new Southeast Asian markets with credibility.
▌Opportunities for Brands in Southeast Asia
Beauty & Skincare: Chinese-speaking consumers in Singapore and Malaysia often search Xiaohongshu for skincare solutions tailored to humid climates.
Food & Beverage: Restaurants, cafés, and packaged food brands can benefit from user-generated reviews and trending hashtags.
Travel & Lifestyle: With the rise of travel reopening, Xiaohongshu is a hotspot for sharing itineraries and recommendations.
Tech & Gadgets: Everyday product reviews create trust for new brands entering the market.
▌Strategies to Leverage Xiaohongshu Influencers
Partner with micro-influencers (KOCs): Focus on small creators who produce authentic, high-engagement content.
Localized content: Adapt messaging to Southeast Asian culture while maintaining Xiaohongshu’s aesthetic.
Encourage UGC: Launch hashtag challenges or review campaigns to encourage organic mentions.
Leverage cross-platform synergy: Use Xiaohongshu to seed awareness and TikTok/Instagram to drive conversions.
▌Challenges to Consider
Language barrier: Content is primarily in Mandarin; brands need localization support.
Platform restrictions: Xiaohongshu’s advertising and verification processes are stricter than TikTok or Instagram.
Smaller audience size: While growing in Southeast Asia, Xiaohongshu’s user base is still niche compared to TikTok.
▌Final Thoughts
For brands expanding into Southeast Asia, Xiaohongshu influencers present a hidden but powerful opportunity. While TikTok and Instagram capture mass audiences, Xiaohongshu offers trust, authenticity, and targeted influence among Chinese-speaking consumers. By collaborating with the right influencers, brands can seed awareness, build credibility, and drive demand in niche but high-value communities.