AnyMind expands Malaysia Xiaohongshu creator network

AnyMind Group has expanded its certified Xiaohongshu creator network in Malaysia, growing its exclusive roster to 30 local creators as more brands turn to the platform to reach consumers through trusted, community-led content.

The expanded network comprises nano- and micro-key opinion leaders (KOLs) across beauty, fashion and lifestyle, including creators such as 桐桐Janelle, Elene一粒钟 and Eeyen.

Alongside the exclusive roster, AnyMind said its influencer marketing platform, AnyTag, now features more than 400 verified and active Malaysian Xiaohongshu creators, giving brands access to a wider pool of vetted local talent.

The milestone builds on AnyMind's position as a Tier-1 cross-border official partner for Xiaohongshu, allowing the company to manage creators and support marketing campaigns on the platform.

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The expansion comes as Xiaohongshu continues to carve out a larger role in Malaysia's influencer marketing landscape. According to AnyMind Group's "Influencer marketing in Malaysia 2026" report, the platform accounts for up to 28% of lifestyle and home campaign activity, reflecting its growing appeal for brands in categories driven by discovery, recommendations and purchase intent.

Unlike entertainment-first social media platforms, Xiaohongshu has established itself as a search-led, community-driven platform where users actively seek recommendations, product reviews and everyday experiences shared by creators before making purchasing decisions.

AnyMind pointed to a recent Xiaohongshu campaign for Unilever's Knorr Chinese New Year initiative as an example of the platform's influence on consumer behaviour. According to the company, analysis of campaign comments found that around 40% of users expressed interest in trying the featured recipes, while approximately one-quarter reinforced trust in the product.

Lee Chin Chuan, country manager for Malaysia at AnyMind Group, said brands have an opportunity to establish an early presence on Xiaohongshu before the platform reaches a similar level of maturity as TikTok.

"The pace of digital consumer behavior is accelerating, and the cost of waiting has never been higher. We've seen this before with TikTok, where many brands waited until the platform had already matured before investing, missing the opportunity to establish an early advantage," said Lee. 

"Xiaohongshu is at a similar inflection point in Malaysia today. The brands that start learning, building communities, and earning consumer trust now are likely to be the ones leading the next wave of social commerce. Our role in AnyMind Group is to remove the barriers to entry by providing brands with the right creators, technology, and data so they can act with confidence rather than uncertainty," he added. 

The announcement comes as Xiaohongshu continues to strengthen its position as one of Asia's fastest-growing social commerce platforms.

As previously reported by A+M, the platform has evolved beyond lifestyle inspiration into a search-first ecosystem where users actively seek trusted recommendations, reviews and authentic experiences before making purchasing decisions. Its blend of community-driven content and social commerce has made it an increasingly attractive channel for brands looking to engage high-intent consumers.

The platform's growing influence is also extending beyond consumer brands. Earlier this year, Tourism Malaysia signed a strategic memorandum of collaboration with REDBOOK Holdings, the company behind Xiaohongshu, to promote Malaysia as a destination for Chinese travellers ahead of Visit Malaysia 2026.

The partnership will see Tourism Malaysia launch an official Xiaohongshu account while collaborating on digital campaigns and content to reach Chinese audiences, underscoring the platform's expanding role in cross-border marketing and audience engagement.

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