Breaking Into the Chinese Community: Case Study on Xiao Hong Shu KOC Influencer Collabs
See how Xiao Hong Shu influencer collaborations helped brands like Miltoast House and More Design reach Malaysia’s Chinese community effectively.
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Why Xiao Hong Shu Matters for Malaysia’s Chinese Community
Xiao Hong Shu (小红书), also known as RED, has quickly become the go-to platform for Chinese-speaking Malaysians — especially Gen Z and young professionals in KL, Penang, and Johor. It’s where they search for café recommendations, lifestyle products, home décor inspiration, and even travel spots.
Unlike other platforms, Xiao Hong Shu thrives on authentic reviews and peer-to-peer recommendations. That’s why influencer collaborations (whether with KOLs or KOCs) work so well here — they feel like trusted advice instead of ads.
At Marvant, we’ve helped brands break into this community using Xiao Hong Shu influencer collabs. Let’s look at two case studies.
Case Study 1: Miltoast House — Driving Awareness for a New Cafe Concept
When Miltoast House, a modern café brand, wanted to attract more Chinese-speaking urban customers, traditional ads weren’t enough. They needed to tap into a community that values aesthetic experiences, authentic reviews, and share-worthy cafés.
What We Did:
- Partnered with Xiao Hong Shu influencers to create lifestyle-focused posts.
- Highlighted the café’s unique menu and Instagrammable interior.
- Optimised captions with searchable keywords
The Results:
- Generated buzz within Xiao Hong Shu’s foodie and lifestyle communities.
- Increased organic mentions as users began sharing their own Miltoast House experiences.
- Strengthened positioning as a “must-visit” café for Chinese-speaking Malaysians.
👉 Full case study here: Miltoast House Xiao Hong Shu Campaign
Case Study 2: More Design — Building Trust in Home & Decor
More Design, a premium home & décor brand, needed to connect with affluent Chinese-speaking Malaysians who actively research before making big-ticket purchases.
What We Did:
- Collaborated with Xiao Hong Shu KOLs and KOCs in the interior design and lifestyle niche.
- Showcased real customer experiences through authentic content.
- Positioned the brand as not just selling furniture, but offering design inspiration and lifestyle value.
The Results:
- Improved brand credibility among high-value buyers.
- Increased inquiries and conversions from Chinese-speaking homeowners.
- Achieved stronger ROAS thanks to higher trust and organic amplification.
👉 Full case study here: More Design Xiao Hong Shu Campaign
Key Takeaways: Why Influencer Collabs Work on Xiao Hong Shu
- Trust Over Hype → RED users believe peer recommendations more than polished ads.
- Search Power → Content stays searchable (like Google), so campaigns deliver long-term visibility.
- Community-First → Collaborations feel like word-of-mouth marketing, not one-off promotions.
- High-Value Audience → Perfect for lifestyle, F&B, travel, and home & décor brands targeting Chinese-speaking Malaysians.
Final Thoughts
Breaking into Malaysia’s Chinese community requires more than just running Facebook or Instagram ads. Xiao Hong Shu is where this audience searches, discovers, and decides.
The success of campaigns like Miltoast House and More Design show that influencer collaborations on Xiao Hong Shu can drive awareness, trust, and conversions — especially in industries where credibility and aesthetics matter most.
👉 Want to explore how Xiao Hong Shu influencer marketing can work for your brand? Contact us today!