Xiaohongshu refreshes brand identity with new campaign

Chinese social media app Xiaohongshu has unveiled a new brand identity, by repositioning itself as "lifestyle interest community” and refreshing its app layout.  

According to its announcement on WeChat, Xiaohongshu has upgraded its platform by moving from a “lifestyle guide” to a “lifestyle interest community”.  

To celebrate the rebrand, the social platform has launched a campaign titled “A history of interests”, featuring ancient apes inventing “interests”, transcending the boundaries of time, region and language, finding resonance and establishing connections.  

The video ad describes how interests have always been driving the progress of human life, for example, ancient apes who had Xiaohongshu would raise stones and do home decoration DIY in caves. 

“If Louis XIV had Xiaohongshu, he would definitely become a fashion blogger and lead the high heels trend; the Trojan Horse is actually a huge figurine, and the Mohele in the Song Dynasty was the millet at that time.” 

By repositioning itself as “lifestyle interest community”, Xiaohongshu wishes to bring together like-minded individuals on the platform and form their own interest circles, whether they have a niche passion or a general interest. 

“Xiaohongshu also hopes to use life, interests, and hobbies to salvage the same kind of people scattered around the world and connect with everyone who loves life. Because our love for life is hidden in every specific interest and hobby,” said the statement.

MARKETING-INTERACTIVE has reached out to Xiaohongshu for more information. 

Don't miss: Xiaohongshu unveils campus recruitment in HK

Xiaohongshu, also known as RED or the Little Red Book, is undoubtedly one of the most coveted social media platforms in China with over 200 million monthly active users, according to Chinese martech agency EternityX Marketing Technology. The social media app is also rapidly budding in Hong Kong as Eternity X saw a 50% growth in daily active users in Hong Kong year over year, reaching 1.13M+ users as of April 2023.

After arriving in Hong Kong earlier this year, the social platform unveiled a campus recruitment initiative in Hong Konghas unveiled a campus recruitment initiative in Hong Kong.

According to an announcement on its WeChat, the company aims to recruit university graduates from September 2024 to August 2025, who are based in Hong Kong. The company said it would conduct recruitment presentations at several universities in Hong Kong in March.

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