‘Are you on Xiaohongshu?’ More brands take to Chinese social media platform to woo mainland Chinese shoppers in Singapore

MORE Singapore retail brands are hopping onto Chinese social media platform Xiaohongshu to woo both mainland Chinese tourists and Chinese nationals based in the Republic. Some businesses work with digital marketing agencies to tailor content strategies to the app, or engage influencers on the platform.

Xiaohongshu – which translates to “little red book” – is among China’s fastest-growing social media and e-commerce apps, with over 300 million monthly active users. Founded in 2013, it has been compared to Instagram, with user-created fashion, beauty, lifestyle and travel content.

Retail players and observers told The Business Times that the platform is popular with the Chinese-speaking community in South-east Asia too, particularly Malaysian Chinese.