Xiao Hong Shu Marketing Case Study: Miltoast TRX Launch Success
When Miltoast, a well-loved Korean cafe brand, opened its doors at TRX Kuala Lumpur, they stepped into a competitive café scene where every week, a new spot goes viral. As a brand completely new to Malaysia, they needed one thing fast:
Awareness — and the right audience discovering them at the right time.
That’s where our team stepped in.
Miltoast wanted to bring their signature Korean toast and café culture to KL, but they needed help translating that charm into content that Malaysians would resonate with especially on Xiao Hong Shu (XHS), where café lovers hang out, search for new openings, and trust real reviews.
Table of Contents
What Miltoast Wanted to Achieve
When they approached us, they had two clear goals:
Launch their new TRX store with a strong marketing push
Build brand awareness through Xiao Hong Shu organically
No paid ads. No shortcuts. Just genuine content and real community engagement.
How We Helped Miltoast Find Their Voice on XHS
Instead of treating XHS like “just another platform,” we focused on creating content that felt real, local, and discoverable.
1. Campaign Planning & Launch Strategy
We spent time understanding:
What makes Miltoast different
What Malaysians love about Korean brands
What TRX visitors usually search for on XHS
From there, we built a launch plan that highlighted:
✨ “New Korean cafe in TRX”
✨ “What to try at Miltoast”
✨ “Is this Korean toast hype worth it?”
These angles helped Miltoast naturally enter trending searches.
2. XHS Social Media Management
We created content that showcased:
Their Korean-style toast in the most irresistible way
The store’s ambience and aesthetic corners
Behind-the-scenes of the menu
Customer experience moments
Every post was written in a tone that felt friendly, helpful, and native to XHS culture — not overly commercial.
We handled everything from:
Posting
Hashtag SEO
Copywriting
Comment replies
DMs and customer questions
And slowly, we built an account that people wanted to follow.
3. KOC Sourcing & Management
To give the brand a bigger push, we activated KOCs who genuinely love exploring new cafés.
We worked with creators who:
Fit Miltoast’s vibe
Had credible food-reviewing styles
Could create aesthetic visuals
Spoke the everyday language of XHS users
Their honest reviews and café tours helped Miltoast tap into multiple audience circles — from TRX office crowds to café hoppers.
The Results (In Just 2 Months)
Over 2,000 organic followers — built completely without ads
Consistent organic reach on XHS
More customers walking into their TRX store saying they “saw it on Xiaohongshu”
Brand awareness among café lovers grew significantly
For a new brand entering Malaysia for the first time, this was a strong start — and it came purely from authentic content and community-building.
What This Shows
Xiao Hong Shu is no longer “just another platform.”
It’s where Malaysian consumers discover new experiences, especially cafés and lifestyle brands.
Miltoast TRX’s growth shows the power of:
Consistent organic posting
Authentic creator reviews
A localized content strategy
Community-focused account management
And yes — even a brand new store can gain momentum quickly with the right approach.
Want Results Like Miltoast?
If you’re launching a new store, brand, or café — or if you simply want to grow on Xiao Hong Shu — we can help you build real, organic traction.
👉 Learn more about our Xiao Hong Shu marketing services here
