Why Xiao Hong Shu Is the Secret Weapon for Reaching Malaysia’s Chinese Community
Xiao Hong Shu (RED) is exploding in Malaysia. Here’s why it’s the secret weapon for reaching the Chinese community with social media marketing.
Table of Contents
What Is Xiao Hong Shu (RED)?
Xiao Hong Shu (小红书), also known as RED, started in China as a lifestyle-sharing app. Today, it’s a hybrid of Instagram + Pinterest + TikTok, where users post product reviews, lifestyle tips, travel diaries, and beauty tutorials.
What sets it apart? Authenticity. Unlike polished influencer ads, Xiao Hong Shu thrives on real user experiences and recommendations — making it highly trusted among its community.
Why It Matters in Malaysia
In Malaysia, Xiao Hong Shu is quickly becoming the go-to platform for urban Chinese-speaking Malaysians, especially Gen Z and Millennials in KL, Penang, and Johor.
- Trust Factor → Malaysian Chinese consumers often check RED for reviews before buying products, booking cafés, or choosing travel destinations.
- Niche Community → It’s especially popular for beauty, lifestyle, food, fashion, and travel content.
- Purchasing Power → The audience is young, urban, and willing to spend on premium brands, making it valuable for SMEs and bigger businesses alike.
👉 For businesses targeting the Malaysian Chinese community, ignoring Xiao Hong Shu in 2025 is like ignoring TikTok in 2020.
How Businesses Can Use Xiao Hong Shu
- Content Marketing
Share authentic, story-driven posts — like tutorials, product demos, or “day-in-the-life” experiences. Content should feel natural, not like an ad. - KOC (Key Opinion Consumer) Marketing
Partner with everyday users (KOCs) who share honest reviews. These small creators drive more trust than polished influencers. - Influencer & KOL Collaborations
For bigger campaigns, collaborate with trusted KOLs who already have influence in lifestyle, F&B, or travel niches. - Localisation Matters
Use Mandarin, Manglish, or local slang where relevant. Content feels more relatable when it mirrors the way Malaysian Chinese consumers actually speak. - Leverage Search
Users search RED the same way they search Google. Optimise captions, hashtags, and keywords so your posts show up when people are researching products or services.
Xiao Hong Shu vs. Other Platforms
- TikTok → Viral, mass reach, but less trusted for reviews.
- Instagram → Aesthetic-driven, but engagement is lower compared to RED.
- Facebook → Still dominant in Malaysia overall, but less popular among young Chinese Malaysians.
- Xiao Hong Shu → Highly trusted, niche, and community-driven — perfect for targeting this audience.
Final Thoughts
Xiao Hong Shu isn’t just another social media platform — it’s becoming the secret weapon for brands who want to connect with Malaysia’s Chinese community. With its focus on authentic content, trusted reviews, and community-driven recommendations, RED offers businesses a unique way to reach an audience with strong purchasing power.
For SMEs and brands in beauty, F&B, lifestyle, and travel, now is the best time to get on Xiao Hong Shu before the competition catches up.