More Than Ads. Build Authentic Connections with the Chinese Community.
Xiao Hong Shu (XHS) Marketing Agency PJ Malaysia
We bridge your brand with Xiao Hong Shu’s Chinese-speaking audiences through creator-powered storytelling. From sourcing credible KOCs to optimizing content for search and performance, we design campaigns that feel personal, relatable, and powerfully persuasive
What We Do
Native Storytelling That Feels Real
Lifestyle-Led Ads
We design creatives that mirror everyday XiaoHongShu notes — authentic, relatable, and visually soft.
Community Resonance
We test 3–5 new creatives monthly and double down on top performers.
We design creatives that mirror everyday XiaoHongShu notes — authentic, relatable, and visually soft.
Community Resonance
We test 3–5 new creatives monthly and double down on top performers.
Search-Led Content Discovery
Keyword Optimization
We identify high-intent keywords users are searching for from “best skincare routine” to “must-have home decor.
Organic-Like Visibility
Ads are tailored to appear naturally within search results, boosting discoverability and trust.
We identify high-intent keywords users are searching for from “best skincare routine” to “must-have home decor.
Organic-Like Visibility
Ads are tailored to appear naturally within search results, boosting discoverability and trust.
UGC-Style Creative That Builds Trust
Creator-Like Visuals
We replicate XiaoHongShu’s aesthetic — handheld shots, conversational captions, and authentic tones.
Engagement-First Copy
Our ad captions mimic real user sharing styles to drive comments, saves, and shares.
We replicate XiaoHongShu’s aesthetic — handheld shots, conversational captions, and authentic tones.
Engagement-First Copy
Our ad captions mimic real user sharing styles to drive comments, saves, and shares.
Precision Targeting
Interest-Based Targeting
Ads are displayed according to users’ browsing behaviors and interests.
Search Ads
Display when users search for specific keywords, reaching those with strong intent.
Demographic Filters
Campaign targeting can be refined by age, gender & location
Ads are displayed according to users’ browsing behaviors and interests.
Search Ads
Display when users search for specific keywords, reaching those with strong intent.
Demographic Filters
Campaign targeting can be refined by age, gender & location
XHS Ad Formats: A Complete Guide
Splash Screen Ads
(开屏广告)
Format
Premium Placement. Full-screen display ads appearing instantly when the app starts. Displayed prior to other content & aim to capture the user's attention right away
Display time
Typically 3–5 seconds
Best Use
Product Launches or building brand awareness for new campaigns
Premium Placement. Full-screen display ads appearing instantly when the app starts. Displayed prior to other content & aim to capture the user's attention right away
Display time
Typically 3–5 seconds
Best Use
Product Launches or building brand awareness for new campaigns
In-Feed Ads
(信息流广告)
Format
In-feed ads appear natively in users’ content feed, blending with organic posts. Usually image, carousel, or short video. Videos are often 5–30 seconds
Best Use
Great for promoting products, driving traffic, and boosting brand awareness
In-feed ads appear natively in users’ content feed, blending with organic posts. Usually image, carousel, or short video. Videos are often 5–30 seconds
Best Use
Great for promoting products, driving traffic, and boosting brand awareness
Brand Zone Ads
(品牌专区)
Format
Brand Zone ads provide a dedicated space for your brand on Xiaohongshu, acting like a “mini website” where users can explore your products, campaigns, and content all in one place
Best Use
Ideal for brands aiming to build a strong Xiaohongshu presence and offer users a centralized hub to explore their products and values.
Brand Zone ads provide a dedicated space for your brand on Xiaohongshu, acting like a “mini website” where users can explore your products, campaigns, and content all in one place
Best Use
Ideal for brands aiming to build a strong Xiaohongshu presence and offer users a centralized hub to explore their products and values.
Search Ads
(搜索广告)
Format
Ads appear in the search results when users type in relevant keywords
Display time
Shown instantly when a user searches for relevant terms
Best Use
Best suited for driving purchases, promoting limited-time offers, or spotlighting key product categories
Ads appear in the search results when users type in relevant keywords
Display time
Shown instantly when a user searches for relevant terms
Best Use
Best suited for driving purchases, promoting limited-time offers, or spotlighting key product categories
How We Do It
Marketing Funnel & Key Metrics
More Design
Achieved consistent ROAS at 4.5
Implemented targeted SEM campaigns along with Keyword Optimisation to drive high-quality leads and significantly increase sales.
Korea Wallpaper
More than 1200 redemptions in 3 months
Utilised targeted Meta and TikTok Performance Marketing, coupled with strategic influencer partnerships and captivating visual content, to significantly boost traffic for the giveaway, expand TikTok followers, and elevate brand visibility.
EverKitchen
Lead Conversion value up to RM800,000
Utilised targeted Meta Performance Marketing, coupled with strategic Google Search Campaigns and captivating visual content creation, to significantly close quality leads.
Romantika
Achieved a 22x ROAS
Leveraged targeted TikTok Ads and engaging visual content to increase traffic and brand awareness while using strategic influencer partnerships to boost TikTok Shop sales and follower growth.
The Soybean Factory
Increased organic reach by 36%
Boosted brand visibility and engagement through organic growth, influencer partnerships, and storyboard-driven content, supported by targeted social media campaigns.
Coco Loca
Exceeded campaign budget, with cost per message under RM2
Utilised targeted Meta Performance Marketing, coupled with effective message marketing and engaging graphic design, to drive conversions and maximise ROI across channels
Miltoast House MY
Accumulated 3K+ organic engagement within 2 months
Boosted brand awareness and engagement on XHS through targeted campaigns, strategic execution, and KOC partnerships to support the new store launch
Dooran Dooran
100% sold out on the new 1000 product launched, Durian Mooncake
Leveraged Meta Performance Marketing to drive lead generation and sales for the new product launch, supported by strategic consultation to ensure a successful campaign rollout.
Iron Fish
Generated 50+ leads with 1000 AUD, cost per lead <20 AUD.
Implemented a Meta Ads campaign with A/B testing and motion graphics to attract high-quality leads, while conducting lead quality reviews to optimize performance and maximize lead value.
More Design
Achieved consistent ROAS at 4.5
Implemented targeted SEM campaigns along with Keyword Optimisation to drive high-quality leads and significantly increase sales.
Korea Wallpaper
More than 1200 redemptions in 3 months
Utilised targeted Meta and TikTok Performance Marketing, coupled with strategic influencer partnerships and captivating visual content, to significantly boost traffic for the giveaway, expand TikTok followers, and elevate brand visibility.
EverKitchen
Lead Conversion value up to RM800,000
Utilised targeted Meta Performance Marketing, coupled with strategic Google Search Campaigns and captivating visual content creation, to significantly close quality leads.
Romantika
Achieved a 22x ROAS
Leveraged targeted TikTok Ads and engaging visual content to increase traffic and brand awareness while using strategic influencer partnerships to boost TikTok Shop sales and follower growth.
The Soybean Factory
Increased organic reach by 36%
Boosted brand visibility and engagement through organic growth, influencer partnerships, and storyboard-driven content, supported by targeted social media campaigns.
Coco Loca
Exceeded campaign budget, with cost per message under RM2
Utilised targeted Meta Performance Marketing, coupled with effective message marketing and engaging graphic design, to drive conversions and maximise ROI across channels
Miltoast House MY
Accumulated 3K+ organic engagement within 2 months
Boosted brand awareness and engagement on XHS through targeted campaigns, strategic execution, and KOC partnerships to support the new store launch
Dooran Dooran
100% sold out on the new 1000 product launched, Durian Mooncake
Leveraged Meta Performance Marketing to drive lead generation and sales for the new product launch, supported by strategic consultation to ensure a successful campaign rollout.
Iron Fish
Generated 50+ leads with 1000 AUD, cost per lead <20 AUD.
Implemented a Meta Ads campaign with A/B testing and motion graphics to attract high-quality leads, while conducting lead quality reviews to optimize performance and maximize lead value.
More Design
Achieved consistent ROAS at 4.5
Implemented targeted SEM campaigns along with Keyword Optimisation to drive high-quality leads and significantly increase sales.
Korea Wallpaper
More than 1200 redemptions in 3 months
Utilised targeted Meta and TikTok Performance Marketing, coupled with strategic influencer partnerships and captivating visual content, to significantly boost traffic for the giveaway, expand TikTok followers, and elevate brand visibility.
EverKitchen
Lead Conversion value up to RM800,000
Utilised targeted Meta Performance Marketing, coupled with strategic Google Search Campaigns and captivating visual content creation, to significantly close quality leads.
Romantika
Achieved a 22x ROAS
Leveraged targeted TikTok Ads and engaging visual content to increase traffic and brand awareness while using strategic influencer partnerships to boost TikTok Shop sales and follower growth.
The Soybean Factory
Increased organic reach by 36%
Boosted brand visibility and engagement through organic growth, influencer partnerships, and storyboard-driven content, supported by targeted social media campaigns.
Coco Loca
Exceeded campaign budget, with cost per message under RM2
Utilised targeted Meta Performance Marketing, coupled with effective message marketing and engaging graphic design, to drive conversions and maximise ROI across channels
Miltoast House MY
Accumulated 3K+ organic engagement within 2 months
Boosted brand awareness and engagement on XHS through targeted campaigns, strategic execution, and KOC partnerships to support the new store launch
Dooran Dooran
100% sold out on the new 1000 product launched, Durian Mooncake
Leveraged Meta Performance Marketing to drive lead generation and sales for the new product launch, supported by strategic consultation to ensure a successful campaign rollout.
Iron Fish
Generated 50+ leads with 1000 AUD, cost per lead <20 AUD.
Implemented a Meta Ads campaign with A/B testing and motion graphics to attract high-quality leads, while conducting lead quality reviews to optimize performance and maximize lead value.
More Design
Achieved consistent ROAS at 4.5
Implemented targeted SEM campaigns along with Keyword Optimisation to drive high-quality leads and significantly increase sales.
Korea Wallpaper
More than 1200 redemptions in 3 months
Utilised targeted Meta and TikTok Performance Marketing, coupled with strategic influencer partnerships and captivating visual content, to significantly boost traffic for the giveaway, expand TikTok followers, and elevate brand visibility.
EverKitchen
Lead Conversion value up to RM800,000
Utilised targeted Meta Performance Marketing, coupled with strategic Google Search Campaigns and captivating visual content creation, to significantly close quality leads.
Romantika
Achieved a 22x ROAS
Leveraged targeted TikTok Ads and engaging visual content to increase traffic and brand awareness while using strategic influencer partnerships to boost TikTok Shop sales and follower growth.
The Soybean Factory
Increased organic reach by 36%
Boosted brand visibility and engagement through organic growth, influencer partnerships, and storyboard-driven content, supported by targeted social media campaigns.
Coco Loca
Exceeded campaign budget, with cost per message under RM2
Utilised targeted Meta Performance Marketing, coupled with effective message marketing and engaging graphic design, to drive conversions and maximise ROI across channels
Miltoast House MY
Accumulated 3K+ organic engagement within 2 months
Boosted brand awareness and engagement on XHS through targeted campaigns, strategic execution, and KOC partnerships to support the new store launch
Dooran Dooran
100% sold out on the new 1000 product launched, Durian Mooncake
Leveraged Meta Performance Marketing to drive lead generation and sales for the new product launch, supported by strategic consultation to ensure a successful campaign rollout.
Iron Fish
Generated 50+ leads with 1000 AUD, cost per lead <20 AUD.
Implemented a Meta Ads campaign with A/B testing and motion graphics to attract high-quality leads, while conducting lead quality reviews to optimize performance and maximize lead value.
Frequently Asked Questions
Which are the best agencies for Xiao Hong Shu advertising in Malaysia?
The best XHS agency in Malaysia is one that understands how local users search, browse, and engage on the platform. Look for agencies with proven experience in Xiao Hong Shu advertising, real Malaysian case studies, and the ability to run both organic content and paid XHS ads. Agencies that handle KOL/KOC marketing and keyword-optimised notes generally perform better.
How do I advertise on Xiao Hong Shu to target Malaysian consumers?
To run XHS ads targeting Malaysian users, brands first need to apply for an official verified account, which requires submitting company documents and paying the verification fee. Once verified, you’ll be eligible to advertise through XHS’s 聚光平台 (Xiaoguang Ads Platform).
From there, targeting Malaysian consumers requires:
– Localised content angles that fit Malaysian Chinese audiences
– Strong keyword tagging for XHS search visibility
– A mix of Search Ads, Explore Ads, and Note Boosting
– Content crafted in XHS-native style to increase saves and reach
How much does it cost to run ads on Xiao Hong Shu through a Malaysian agency?
XHS advertising costs in Malaysia vary based on campaign objectives, industry, and whether KOL/KOC content is included. Most agencies charge a monthly management fee, while ad spend typically starts from RM1,000–RM8,000 for testing. Influencer fees depend on follower size, engagement, and the number of notes required.
How do I create effective Xiao Hong Shu ad campaigns with a Malaysian agency?
Effective XHS campaigns require a combination of market research, content planning, keyword-optimised notes, KOL/KOC collaborations, and ongoing ad optimisation. A Malaysian agency helps tailor the messaging for local users and ensures your content appears in relevant searches for higher reach and conversions.
What services does an XHS agency usually provide?
Most XHS agencies in Petaling Jaya offer note creation, KOL/KOC sourcing, campaign strategy, keyword optimisation, account verification assistance, and ad management through 聚光平台.
Do Xiao Hong Shu agencies manage both organic posting and ads?
Most Xiao Hong Shu agencies provide full-funnel services: organic note creation, keyword-optimised content, influencer campaigns, and paid ads through the official 聚光平台 system.
What type of industries benefit the most from Xiao Hong Shu marketing in Malaysia?
Xiao Hong Shu works especially well for home & decor, F&B, beauty, and lifestyle brands, industries where visuals, reviews, and real customer experiences influence decisions. We’ve seen strong results for clients like Everkitchen in the home & decor category, where XHS helps users discover designs, ideas, and trusted service providers. F&B and beauty brands also perform well because Malaysians use XHS to look for trending spots, product recommendations, and honest reviews.