Win the Platform Where Chinese Consumers Actually Decide.

Xiaohongshu (Little Red Book / RedNote) has grown past 300 million monthly active users. The base skews young — predominantly under 35 — and has historically been female-majority, though male and overseas users are rising fast, notably after the January 2025 influx of users seeking a TikTok alternative. Most importantly, users treat it as a search-and-decision engine: they look up products, places and services on Xiaohongshu before they buy.

If Chinese-speaking consumers research your category — beauty, F&B, education, healthcare, travel, property and more — they are researching it on Xiaohongshu. In Singapore and across Southeast Asia that audience is large and high-intent. International brands that show up with native, credible content win disproportionate trust, because most competitors are still absent.

Because Xiaohongshu rewards a different thing. Instagram rewards polished brand imagery; Xiaohongshu rewards useful, experience-led 'notes' with searchable keywords in the title and body. Directly translated ad copy underperforms, and superlative claims like 'No. 1' or 'best' can breach platform rules. Content has to be localised in language, format and intent — not cross-posted.

A KOL (key opinion leader) is a larger influencer used for reach and credibility; a KOC (key opinion consumer) is a smaller, everyday creator used for authentic reviews and keyword coverage. On Xiaohongshu, breadth of trusted KOC voices usually produces more searchable, durable results than one big KOL post. Most effective programs blend a few KOLs for reach with many KOCs for search coverage.

Yes. We build the organic trust layer first, then amplify proven content with Xiaohongshu's paid tools, including the 聚光 (Aurora) ad platform. Paid on XHS works best when it boosts content the platform has already validated organically — not cold creative.

For most brands, yes. A verified enterprise account (企业号) unlocks official branding, analytics, customer messaging, paid tools and — where relevant — a store. We handle verification and setup, and tell you honestly when a lighter presence is enough to start.

Search visibility for target keywords, saves and comments as trust proxies, and — most importantly — tracked enquiries routed to WhatsApp, WeChat or your landing pages. Likes are the least important number; searchable coverage and booked enquiries are what we report.