Xiaohongshu emerges as key research tool for Hong Kong consumers

Four in 10 Xiaohongshu users in Hong Kong search for brand or product information weekly, with over half trusting posts from regular users the most, a survey finds.  

The 2025 Xiaohongshu User Insights Report, conducted by the Digital Businsess Lab, surveyed 510 adults in May living in Hong Kong and Singapore using a multi-source online sampling approach. The report reveals the user behaviour on the platform and how the platform influences user choices.  

According to the survey, fewer than half of Hongkongers (41.5%) have sought advice or help on Xiaohongshu, despite 58% reporting that they use the platform. Among those who did seek help, the most common reason (23.3%) was the high quality of answers provided by other users. 

In contrast, 58.4% of Hongkongers have never sought advice on the platform. Among them, 28.4% found the comments unhelpful or irrelevant, while 23.6% didn't consider using the platform in the first place. 

According to the survey, the primary use of Xiaohongshu among Hongkongers is for making purchases, followed by discovery, exploration, and research. Users interact most with deals and promotions, then with trends and personal stories. 

Significantly, 39.2% of Hong Kong users search for brand or product information on the platform weekly, including 27.7% who do so daily. When researching, they trust posts from regular users the most (52.4%), ahead of influencers (25.7%) and brands themselves (22%). 

Interest in the platform is high, with 79% of non-users considering trying Xiaohongshu in the future. 

Xiaohongshu is not currently a primary source for financial information, with only 7.4% of Hongkongers using it for this purpose. Users perceive other platforms—namely WeChat, Google, and Facebook—as offering more authentic financial content. 

Despite this, the data indicates a strong opportunity for financial brands to engage this audience. 20.9% of respondents would be interested in following a bank or insurance company that provides valuable content. 

This interest is reflected in the types of content users want to see: over 30% demand easy-to-understand financial tips, 26.8% seek educational explainers, and a notable segment requests practical guides, such as steps for opening an account. 

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

Xiaohongshu reportedly mulls IPO in Hong Kong instead of US
Will we see ad dollar migration into Xiaohongshu (RedNote) amidst its sudden popularity in the US?