Unlocking the 4.3 million opportunity on Xiaohongshu for Malaysia and Singapore

Xiaohongshu (XHS), also known as RedNote outside of China, has surged into the global spotlight following the US ban on TikTok. This led to the emergence of "TikTok refugees," as many US TikTok users migrated to XHS. The global buzz has piqued curiosity, driving more people to explore the platform.

Its growing popularity in Malaysia and Singapore, home to the largest Chinese populations outside of China, has seen the highest increase in new users flocking to the platform. Currently, both countries boast a combined total of 4.3 million XHS users, and this number is still growing.

_{Graph 1: XHS experienced a surge in mid-Jan 2025 when Tik Tok had a temporarily shut down in the US and resulted the ‘TikTok Refugees’ flock to XHS.
This translated into curiosity and increased interest levels in Malaysia and Singapore (Source: Google Analytics)}

What sets XHS differently from other platforms

Unlike other mainstream and more popular social media platforms in this region, XHS offers a mix of long-form content and a UGC recommendations algorithm, which makes the platform’s content more authentic, detailed, and relevant when it comes to product reviews and advice for users. The algorithm curates personalised content that is less “salesy” and branded, making it highly effective in building credibility and authenticity that matches user interests.

This precision has contributed to its relevance with users. Moreover, users on the platform are drawn to different interest-based communities where word-of-mouth recommendations are fuelled, subsequently leading to consideration and conversion. This makes XHS a place where users are free and open to share, review, and participate in like-minded communities unreservedly.

Differences in user profiles across Malaysia and Singapore

Over the past year, the user base on XHS in Malaysia has grown by 4%. The majority are female, with 63% aged 16 to 34, predominantly Chinese and single. These users are mainly brand enthusiasts, fame followers, and private networkers who follow brands they love, keep up with famous people while preferring to remain anonymous, and seek genuine, authentic, and trustworthy information and inspiration.

_{(Source: GWI 16-64 years |*Includes XHS, YT, X, FB, IG)}

The user base in Singapore grew by 13% last year, with the majority being female. 42% of users are aged 16 to 34, while those aged 35 to 54 make up 36%. The user base is predominantly Chinese, with a slight increase among Malays, and many are married. Singaporean XHS users are brand enthusiasts, shoppers, network builders, and fame followers who seek exclusive items to shop, show greater affluence in their personal choices on XHS compared to other platforms, and look to participate in communities.

_{(Source: GWI 16-64 years |*Includes XHS, YT, X, FB, IG)}

Data reveals that XHS users in Malaysia and Singapore are motivated by networking and community. This sets the platform apart from other mainstream apps.

_{(Source: GWI 16-64 years |*Includes XHS, YT, X, FB, IG)}

So, why are marketers on the fence?

With 4.3 million engaged users in Malaysia and Singapore, XHS offers huge potential. So why are so many brands still sitting on the sidelines?

Few key reasons keeping marketers away:
1) Majority of content remains in Chinese. This tends to alienate non-Chinese speaking audiences in Southeast Asia. especially in Malaysia where Malays makes up majority of the population.
2) Though the user base has reached 4.3 million and is still growing, the absolute number of users remains relatively small compared to other mainstream, popular platforms.

However, what many marketers are not aware of is the platform’s double-digit "daily stickiness" scores over the past year.

_{(Source: Similarweb | Based on Play Store)}

Garnering double-digit “daily stickiness” scores signals high user engagement on XHS, driven by authentic UGC content and communities embedded with social commerce. This creates a unique ecosystem where users don’t just browse, they actively search, get inspired, and buy.

Categories where XHS provide high engagements

According to our internal data, users in several categories over-index on XHS. With a large, younger female user base in Malaysia and Singapore, brands targeting young, urban women - affluent shoppers looking for genuine recommendations and product reviews - should seriously consider this platform or risk missing out. The following categories of users in Malaysia and Singapore are highly engaged on XHS.

The usual suspected categories are:
• External aesthetics related categories: Beauty, personal care, and fashion.
• Travel and tech: Popular among users seeking travel inspiration and gadgets.

The surprising categories benefitting from this platform include:
• Indulgences: Snacks, ice creams, and alcohol.
• Experiential occasions: Tickets to concerts, spa days, and day trips.
_{(Source: GWI 16-64 years |*Includes XHS,YT, X, FB, IG)}

How to potentially win on XHS and the approaches to consider

If you are a marketer reading this, there are a few pros and cons to consider before embarking on XHS. Weighing these factors helps clarify objectives and assess the potential for success on the platform.

An effective 5C framework is recommended when considering social platforms. Given the different user behaviours on XHS, this framework can help guide decision-making before embarking on the platform.

Channel: Is XHS the right social platform and digital channel to achieve the campaign objectives and reach the right audiences effectively? This will guide how content is customised for XHS.

Credibility: Instead of leading with paid media and brand-push strategies via KOLs or “famous people,” consider earned media by working with KOCs or “ordinary users,” as XHS thrives on peer-to-peer validation.

Content: Prioritise authentic UGC content that is fit for purpose, not repurposed. Less polished, non-salesy, “raw” content typically resonates with XHS audiences. Content should look less flashy and slick, as the “real, everyday, understated” look and feel allows brands to earn trust. Add the most viral hashtags to drive attention.

Community: Instead of focusing purely on maximising reach, brands should consider building or riding on existing communities. These communities are “safe places” where users feel free to share, give feedback, comment, and post without reservations. Some brands leverage XHS-specific promotions and incentives that reward users who create the best reviews of products.

Commerce: Marketers also need to ensure user posts link to the brand store, promo, or loyalty page. XHS users expect to have access to purchasing products within the app.

Key actionable steps for brands starting out on XHS

In fear of missing out, brands currently on mainstream social platforms should approach XHS with a different mindset and strategy. Chart 1 illustrates how to approach XHS:

_{Chart 1: An overview of how XHS strategy complements other social media platform activations}

XHS complements other existing social platform activations. Here are some initial thought-starters:

1. Understand user behaviour on XHS that fits brands/products

Users on XHS behave very differently compared to other platforms. It is important to assess if relevant categories are searched, engaged on XHS, as well as if there is an opportunity for relevant brands and products to be present on this platform. For example, content shared by Key Opinion Consumers (KOCs) and communities drives inspiration and recommendations, leading to awareness and consideration of brands. This differs from other platforms where building awareness, driven by paid and owned media are the primary focus.

2. Customise XHS strategy

Brands should layer their existing social media strategy across different platforms with a customised XHS strategy by engaging KOCs, encourage more authentic, trustworthy UGC content development and encourage community participation. This customised approach on XHS can lead to more effective and efficient outcomes, translating into higher user recommendations, sales conversion or brand engagement rates.

3. Organic content

Instead of a typical brand push or branded content approach, ensure your brand is present organically and fits naturally when users are looking for authentic, trustworthy recommendations and inspiration. This involves creating content by users for users that resonates with communities and encourages genuine interactions. Avoid hard selling on XHS.

4. Route to brand spaces in call to action

Ensure any form of content on multiple social platforms are routed back to brand owned platforms such as brand page, brand store, brand communities to convert seeding and inspiration into considerations and sales.

Taking the above into consideration, marketers are recommended to:

• Test and learn with specific campaigns or brands which may fit marketing objectives
• Try out specific campaigns targeting Chinese especially with campaigns which has race skew
• Test XHS with Malays in Singapore considering the growing Malay XHS user base in Singapore

The article was written by Toh Saw Gin, media strategy lead at Publicis Media.