Xiaohongshu (小红书), often called RED or Little Red Book, has emerged as one of Southeast Asia’s most intriguing social commerce platforms. While the platform originated in China and maintains its strongest foothold there, Malaysian users have increasingly gravitated toward this unique blend of Instagram-style content sharing and Amazon-like product discovery. For brands looking to tap into Malaysia’s diverse, digitally-savvy consumer base, understanding Xiaohongshu’s local user statistics isn’t just helpful—it’s becoming essential.

The platform’s Malaysian growth trajectory tells a compelling story about changing consumer behavior, particularly among younger demographics who value authentic peer recommendations over traditional advertising. With Malaysia’s Chinese-Malaysian population representing a significant market segment and the broader population showing increasing interest in cross-border shopping and Asian lifestyle trends, Xiaohongshu occupies a unique position in the country’s social media ecosystem.

This comprehensive guide examines the latest Xiaohongshu user statistics specific to Malaysia, offering marketing professionals, business owners, and digital strategists the data-driven insights needed to make informed decisions about platform investment. We’ll explore everything from user demographics and engagement patterns to content preferences and e-commerce behavior, providing a complete picture of Xiaohongshu’s Malaysian landscape as we move toward 2026.

Understanding Xiaohongshu’s Growing Presence in Malaysia

Xiaohongshu launched in 2013 as a platform where Chinese shoppers could share overseas shopping experiences, but it has evolved into a comprehensive lifestyle and social commerce ecosystem. The platform combines elements of Instagram’s visual storytelling, Pinterest’s discovery features, and Taobao’s shopping capabilities into a single user experience centered around authentic product reviews and lifestyle content.

In Malaysia, Xiaohongshu’s adoption has followed a distinctive pattern. Initially popular primarily among Chinese-Malaysian communities, the platform has gradually expanded its appeal to other demographic segments interested in Chinese beauty products, Korean skincare, Japanese fashion, and broader Asian lifestyle trends. This expansion reflects Malaysia’s position as a multicultural hub where cross-cultural consumption is normalized and celebrated.

The platform’s local growth has been accelerated by several factors: Malaysia’s high smartphone penetration rate (over 85% as of recent data), strong e-commerce adoption, increasing interest in authentic peer reviews over influencer endorsements, and growing cross-border shopping behavior. These conditions create fertile ground for a platform built around user-generated content and product discovery. For brands exploring Xiaohongshu Marketing strategies, understanding this context is crucial for crafting resonant campaigns.

Malaysian User Base Statistics and Growth Projections

While Xiaohongshu globally reached 212.6 million monthly active users as of mid-2024, Malaysian-specific user statistics paint an interesting picture of concentrated but growing adoption. Current estimates place Malaysia’s Xiaohongshu user base between 1.2 and 1.8 million monthly active users, representing approximately 3.6-5.4% of Malaysia’s total population and roughly 7-10% of the country’s active social media users.

These numbers may seem modest compared to giants like Facebook or Instagram, but they represent significant year-over-year growth. Between 2022 and 2024, Malaysian Xiaohongshu users grew at an estimated compound annual growth rate (CAGR) of 28-35%, substantially outpacing the platform’s global growth rate. Projections suggest this momentum will continue, with estimates pointing toward 2.5-3.2 million Malaysian users by the end of 2026.

This growth trajectory is particularly significant when considering user quality over quantity. Xiaohongshu users in Malaysia demonstrate higher purchase intent, longer average session times, and greater content engagement compared to users on more mainstream platforms. This makes the platform especially valuable for brands in specific verticals—beauty, fashion, travel, lifestyle, and premium consumer goods—where detailed product research and peer recommendations drive purchasing decisions.

Geographic distribution within Malaysia shows predictable urban concentration, with approximately 68% of users located in the Klang Valley (Kuala Lumpur, Petaling Jaya, Subang Jaya, and surrounding areas), followed by Penang (12%), Johor Bahru (8%), and other major urban centers. This urban skew aligns with the platform’s appeal to cosmopolitan consumers with access to both physical retail destinations and cross-border e-commerce options.

Demographic Breakdown: Who Uses Xiaohongshu in Malaysia

Age Distribution

Xiaohongshu’s Malaysian user base skews decidedly young, mirroring global patterns but with some local variations. The platform’s age distribution breaks down approximately as follows:

• 18-24 years old: 42% of users, representing Gen Z digital natives who grew up with social commerce and value authentic peer recommendations
• 25-34 years old: 38% of users, predominantly millennials with established purchasing power and interest in lifestyle optimization
• 35-44 years old: 15% of users, typically higher-income professionals seeking premium products and experiences
• 45+ years old: 5% of users, a small but growing segment particularly interested in health, wellness, and travel content

This demographic distribution has important implications for brand strategy. The platform’s sweet spot captures users in their prime earning and spending years, particularly those aged 25-34 who combine financial capacity with high digital engagement. These users are typically in life stages marked by significant purchasing decisions: establishing households, building wardrobes for professional careers, traveling extensively, and developing long-term brand loyalties.

Gender Breakdown

Xiaohongshu maintains a strong female user majority in Malaysia, with approximately 78% of users identifying as female versus 22% male. This gender skew is more pronounced than on platforms like Instagram (roughly 55% female in Malaysia) but consistent with Xiaohongshu’s global demographics. The platform’s early positioning around beauty, skincare, and fashion created this initial gender imbalance, though male user growth has accelerated recently, particularly in categories like technology, fitness, automotive, and menswear.

The female-dominated user base creates particular opportunities for brands in beauty, personal care, fashion, lifestyle, home décor, parenting, and wellness categories. However, forward-thinking brands are also recognizing opportunities to reach the growing male segment, which demonstrates higher-than-average engagement and purchasing power in specific niches.

Ethnic and Linguistic Composition

Malaysia’s multicultural character is reflected in Xiaohongshu’s local user base, though with notable skews. Approximately 65-70% of Malaysian Xiaohongshu users identify as ethnically Chinese, significantly higher than the roughly 23% Chinese composition of Malaysia’s general population. This overrepresentation reflects both cultural and linguistic factors—comfort with Chinese-language content, familiarity with Chinese consumer trends, and existing connections to Greater China consumer culture.

However, the platform is experiencing growing adoption among other ethnic groups, particularly Malay and Indian Malaysians interested in international beauty and fashion trends. This diversification is supported by increasing English-language content creation by Malaysian users and the platform’s improving translation features. Brands considering Content Marketing strategies should account for this linguistic diversity when planning campaigns.

Income and Education Levels

Xiaohongshu’s Malaysian users skew toward middle and upper-middle income brackets, with approximately 62% reporting monthly household incomes above RM 8,000 (roughly USD 1,800), compared to Malaysia’s median household income of approximately RM 5,900. This income premium reflects both the platform’s urban concentration and its appeal to consumers with discretionary spending capacity for the lifestyle, beauty, and fashion products heavily featured on the platform.

Educational attainment is similarly elevated, with over 71% of users holding at least a bachelor’s degree. This education level correlates with the platform’s content style, which often features detailed product analyses, ingredient discussions, and sophisticated lifestyle content that appeals to educated consumers seeking substantive information rather than purely aspirational imagery.

Engagement Metrics and User Behavior Patterns

Understanding how Malaysian users engage with Xiaohongshu provides crucial context for brands planning their platform strategies. Engagement metrics reveal a user base that treats the platform differently from typical social media—less as a social networking tool and more as a research and discovery engine with social elements.

Session Duration and Frequency

Malaysian Xiaohongshu users demonstrate impressive engagement depth. Average session duration ranges between 28-35 minutes, substantially longer than Instagram (approximately 11 minutes in Malaysia) or Facebook (roughly 19 minutes). This extended engagement reflects the platform’s content consumption model—users arrive with specific research intentions (finding product recommendations, reading reviews, discovering travel tips) rather than passively scrolling through a feed.

Session frequency is equally notable. Active users open the app an average of 3.2 times daily, with peak usage occurring during commute times (7-9 AM and 5-7 PM), lunch breaks (12-2 PM), and evening wind-down periods (9-11 PM). Weekend usage patterns shift later, with peak activity between 10 AM-12 PM and 8-10 PM, often coinciding with weekend shopping research or leisure planning.

Content Interaction Rates

Malaysian users interact with Xiaohongshu content at rates that exceed most social platforms. Average engagement rates (likes, comments, saves, and shares combined) hover around 8-12% for regular user-generated content, compared to Instagram’s 1-3% average engagement rate in Malaysia. This dramatic difference stems from the platform’s search-driven discovery model—users finding content through intentional searches are inherently more engaged than those passively consuming algorithm-fed content.

The “save” function sees particularly heavy use, with approximately 43% of viewed posts being saved by Malaysian users for later reference. This behavior underscores the platform’s role as a research tool—users bookmark product reviews, restaurant recommendations, travel guides, and how-to content for reference during actual purchasing or planning moments. Brands working with an Influencer Marketing Agency should prioritize creating save-worthy, reference-quality content over purely aspirational imagery.

Search Behavior

Search is the dominant discovery mechanism on Xiaohongshu Malaysia. Approximately 67% of content discovery happens through active search (compared to 35% through feeds and 18% through other mechanisms like recommendations or hashtag exploration). This search-first behavior has profound implications for content strategy—success depends less on follower counts and more on search engine optimization within the platform.

Top search categories in Malaysia include skincare products (representing roughly 18% of searches), makeup and beauty (14%), fashion and styling (12%), travel destinations and guides (11%), restaurants and cafes (9%), and lifestyle tips (8%). Seasonal variations are significant, with travel searches spiking before school holidays and long weekends, beauty searches increasing before festive seasons, and fashion searches peaking during seasonal transitions. Understanding these patterns can inform both organic content timing and paid campaign scheduling, similar to strategies employed in AI Marketing approaches that optimize timing based on behavioral data.

Content Preferences Among Malaysian Users

Malaysian Xiaohongshu users exhibit distinct content preferences that differ somewhat from both global platform trends and local preferences on other social platforms. Understanding these preferences is essential for brands developing content strategies that resonate with local audiences.

Content Format Preferences

While Xiaohongshu supports various content formats, Malaysian users show clear preferences. Photo carousels with detailed captions remain the dominant format, accounting for approximately 58% of engagement. These posts typically feature 6-9 images showing products from multiple angles, usage demonstrations, before-and-after comparisons, or step-by-step processes, accompanied by detailed text explaining experiences, tips, and recommendations.

Video content has grown significantly, now representing about 35% of highly-engaged content, up from roughly 22% two years ago. However, Malaysian users prefer shorter videos (60-90 seconds) that deliver information efficiently rather than longer-form content. Tutorial videos, quick reviews, and “day in my life” snippets that showcase products in authentic contexts perform particularly well.

Text-heavy posts with minimal visuals underperform, capturing only about 7% of engagement despite representing a larger share of posted content. This visual preference aligns with broader social media trends but is especially pronounced on Xiaohongshu, where the discovery experience is inherently visual and browse-oriented.

Content Categories and Topics

The most popular content categories among Malaysian users reflect both universal interests and local cultural characteristics. Beauty and skincare content dominates, with particular interest in Korean and Japanese beauty products, addressing tropical climate skincare challenges, and managing specific concerns common in Southeast Asian markets (humidity-resistant makeup, sun protection, hyperpigmentation solutions).

Food content represents another major category, but with distinctively Malaysian characteristics. Users seek content about aesthetic cafes and restaurants suitable for social sharing, halal dining options (crucial in Malaysia’s Muslim-majority market), fusion cuisine that bridges cultural traditions, and food tourism content linking culinary experiences with travel. This creates opportunities for F&B brands that understand these specific local preferences.

Travel content focuses heavily on both international and domestic destinations. Interestingly, Malaysian users show strong interest in detailed, budget-conscious travel guides rather than purely aspirational luxury travel content. Practical information—visa requirements, estimated costs, itinerary suggestions, local transportation tips—receives substantially higher engagement than purely visual travel photography. This pragmatic approach extends across categories, suggesting Malaysian users value actionable information over pure inspiration.

Authenticity and Trust Signals

Malaysian Xiaohongshu users demonstrate sophisticated ability to distinguish authentic recommendations from promotional content, creating both challenges and opportunities for brands. Content that performs well typically exhibits several trust signals: detailed personal experiences rather than generic praise, acknowledgment of product drawbacks alongside benefits, comparison with alternative products, price transparency and value assessments, and disclosure of sponsored relationships.

Paradoxically, disclosed sponsored content from trusted creators often outperforms undisclosed promotional content from users with less established credibility. This suggests Malaysian users value transparency and have developed trust relationships with specific content creators whose judgment they respect, similar to how consumers might trust a knowledgeable friend’s product recommendation even knowing they received the product for free. Brands should work with partners who understand that authenticity and disclosure enhance rather than diminish credibility.

E-Commerce and Shopping Behavior Statistics

Xiaohongshu’s hybrid social-commerce model makes shopping behavior statistics particularly relevant for brands evaluating platform ROI. Malaysian users demonstrate shopping behaviors that differentiate the platform from pure social media and pure e-commerce channels.

Purchase Intent and Conversion

Approximately 73% of Malaysian Xiaohongshu users report visiting the platform specifically to research products they’re considering purchasing, significantly higher than the roughly 42% of Instagram users in Malaysia who report similar purchase-research behavior. This high purchase intent translates into strong conversion metrics—an estimated 48% of Malaysian users have purchased products directly influenced by Xiaohongshu content within the past three months.

The conversion path typically involves multiple touchpoints. Malaysian users average 4.3 Xiaohongshu sessions researching a product before purchase, often consulting multiple reviews and comparing creator experiences. This research-intensive behavior creates opportunities for brands that maintain consistent presence and messaging across multiple content creators and content formats. Strategic approaches similar to comprehensive SEO Agency campaigns—building authority through multiple high-quality signals rather than depending on single touchpoints—tend to perform best.

Average Order Values and Product Categories

Products discovered through Xiaohongshu command higher average order values than those found through other social platforms. Malaysian users report average purchases of RM 180-240 (approximately USD 40-55) for products discovered on Xiaohongshu, compared to roughly RM 95-130 for Instagram-influenced purchases. This premium reflects both the platform’s user demographics (higher income levels) and the types of products heavily featured (beauty, skincare, fashion, lifestyle items that often carry premium price points).

Beauty and personal care products represent approximately 38% of Xiaohongshu-influenced purchases in Malaysia, followed by fashion and accessories (24%), food and beverage products (12%), travel bookings and experiences (11%), home and lifestyle products (9%), and electronics and gadgets (6%). This distribution suggests the platform is most effective for products where personal experience, detailed usage information, and aesthetic presentation create meaningful differentiation.

Cross-Border Shopping Behavior

Xiaohongshu serves as a particularly important discovery platform for cross-border shopping among Malaysian users. Approximately 56% of purchases influenced by the platform involve international brands or products purchased from overseas merchants, substantially higher than the roughly 28% cross-border shopping rate among general Malaysian e-commerce users.

This cross-border preference reflects several factors: Xiaohongshu content often features products not readily available in Malaysia, creating awareness of international options; the platform’s Chinese origin creates natural connections to Chinese e-commerce ecosystems; and user demographics skew toward consumers comfortable with international shopping, familiar with forwarding services, and willing to wait longer for delivery in exchange for product access or price advantages. International brands can leverage this by ensuring their products are discoverable on the platform even without official Malaysian distribution, though they should facilitate purchase paths for Malaysian consumers.

The Influencer Marketing Landscape on Malaysian Xiaohongshu

The creator economy on Malaysian Xiaohongshu differs meaningfully from Instagram or TikTok influencer landscapes, creating distinct opportunities and challenges for brands building influencer programs. Understanding these dynamics is essential for effective campaigns.

Creator Tiers and Engagement Patterns

Malaysian Xiaohongshu features a relatively flat creator landscape compared to platforms with more extreme follower concentration. Nano-influencers (1,000-10,000 followers) and micro-influencers (10,000-50,000 followers) represent approximately 82% of active creators and often deliver engagement rates (12-18%) that exceed those of macro-influencers (50,000-500,000 followers, typically 6-11% engagement) and celebrity-tier accounts (500,000+ followers, typically 3-7% engagement).

This pattern reflects the platform’s search-driven discovery model. Unlike follower-feed-dependent platforms where large audiences guarantee visibility, Xiaohongshu surfaces content based on search relevance and engagement quality regardless of creator size. A nano-influencer’s detailed, authentic review can outperform a celebrity’s brief mention if it better matches search intent and delivers more valuable information. This democratized visibility creates opportunities for brands to work with smaller creators who often deliver superior ROI and more authentic advocacy. Platforms like AI Influencer Discovery can help identify these high-performing micro and nano creators efficiently.

Content Creator Demographics

Malaysian Xiaohongshu creators skew young and female, mirroring the user base. Approximately 76% of active creators identify as female, and roughly 68% fall within the 22-34 age range. Most creators maintain relatively small but highly engaged followings, producing content as a side pursuit rather than full-time profession. This part-time creator ecosystem contributes to the platform’s authentic, peer-recommendation feel—most creators share genuine experiences rather than producing highly polished, professional content that can feel disconnected from everyday consumer experiences.

The most successful Malaysian creators typically establish niche expertise rather than general lifestyle positioning. Focused niches—Korean beauty for Malaysian skin types, budget travel in Southeast Asia, modest fashion styling, halal Japanese restaurants, affordable luxury dupes—tend to build more engaged audiences than generalist lifestyle content. Brands should seek creators whose niche aligns precisely with their product category and target customer rather than chasing broad reach.

Collaboration Models and Compensation

Influencer collaboration economics on Malaysian Xiaohongshu differ from Instagram norms. Many nano and micro-influencers work on product-gifting basis rather than requiring monetary compensation, particularly for products they genuinely want to try. When monetary compensation is involved, rates are generally lower than Instagram equivalents—a creator with 25,000 followers might command RM 300-800 per post on Xiaohongshu versus RM 800-1,500 for Instagram content.

However, smart brands recognize that engagement quality often matters more than cost efficiency. A RM 500 collaboration that generates 2,000 saves and 150 comments from highly relevant audiences delivers better ROI than a RM 200 collaboration with minimal meaningful engagement. Successful brands typically pursue portfolio approaches, working with 8-15 smaller creators rather than concentrating budgets on 1-2 larger influencers, creating multiple search-discoverable content pieces that collectively build brand presence. This approach mirrors diversified strategies used in AI SEO campaigns that build authority through multiple high-quality signals.

Strategic Opportunities for Brands in Malaysia

The Malaysian Xiaohongshu landscape presents several strategic opportunities for brands willing to invest in understanding the platform’s unique dynamics and user behaviors. Success requires adapting approaches from other platforms rather than directly importing Instagram or Facebook strategies.

First-Mover Advantages in Growing Market

Despite rapid growth, Xiaohongshu remains relatively underutilized by Malaysian brands compared to established platforms. This creates temporary windows where early-moving brands can establish category authority before competition intensifies. Categories like beauty, skincare, fashion, and travel are becoming crowded, but opportunities remain in food and beverage, professional services, B2B products with consumer audiences, financial services, education, and home services sectors that haven’t yet recognized the platform’s potential.

First-mover advantages are particularly valuable given the platform’s search-driven discovery model. Brands that build extensive libraries of high-quality, search-optimized content create compounding visibility advantages as each piece of content serves as a potential entry point for discovery. This is fundamentally different from feed-based platforms where content value depreciates rapidly after initial posting. The approach shares characteristics with long-term Content Marketing strategies where evergreen content builds cumulative value over time.

Integration with Broader Marketing Ecosystems

Xiaohongshu performs best when integrated into broader marketing ecosystems rather than treated as an isolated channel. Malaysian consumers frequently cross-reference information across platforms—discovering products on Xiaohongshu, checking Instagram for additional social proof, visiting brand websites for detailed information, and completing purchases through preferred e-commerce platforms. Brands should ensure consistent messaging and easy transition paths across these touchpoints.

Particularly effective is integrating Xiaohongshu discovery content with Google search optimization. Many Malaysian users search for “[product name] Xiaohongshu review” or “[brand name] RED” on Google, creating opportunities for brands to rank for these hybrid search queries. Creating dedicated landing pages that aggregate Xiaohongshu content, respond to common questions from platform discussions, and provide clear purchase paths can capture high-intent traffic at crucial decision moments. This integration benefits from comprehensive SEO Service approaches that optimize for multi-platform user journeys.

Localization Strategies for Malaysian Market

Success on Malaysian Xiaohongshu requires genuine localization beyond simple translation. Content should address specifically Malaysian contexts: climate considerations for beauty and fashion products, cultural celebrations and gifting occasions, halal certification and Muslim-friendly options where relevant, local price sensitivity and value expectations, and Malaysian shopping behaviors (preference for certain e-commerce platforms, use of vouchers and discount strategies, group buying culture).

Language strategy requires particular nuance. While many Malaysian users are comfortable with Chinese-language content, English-language content expands reach to non-Chinese Malaysian users and sometimes builds additional credibility through international positioning. The most sophisticated brands create parallel content streams in both languages, optimized for different search behaviors and user segments. Some brands also experiment with code-switching content that mixes English and Mandarin, mirroring natural Malaysian communication patterns.

Measurement and Attribution Approaches

Measuring Xiaohongshu ROI requires approaches adapted to the platform’s characteristics. Direct attribution is challenging given multi-session research behavior and the fact that many users ultimately purchase through other channels. Effective measurement typically combines several approaches: unique discount codes or landing pages specific to Xiaohongshu content, surveys asking customers about discovery sources, branded search volume increases following campaigns, engagement metrics as leading indicators (particularly saves, which correlate with purchase intent), and cohort analysis comparing customer acquisition costs and lifetime values across channels.

Brands should resist evaluating Xiaohongshu solely on last-click attribution, which systematically undervalues discovery and research platforms in favor of conversion-focused channels. Multi-touch attribution models that credit early-funnel discovery alongside final-step conversion provide more accurate pictures of the platform’s contribution to overall marketing performance. This sophisticated measurement approach aligns with data-driven strategies employed by leading AI marketing agencies that optimize across full customer journeys rather than isolated touchpoints.

Future Outlook for Malaysian Market

As Malaysia approaches 2026, several trends will likely shape Xiaohongshu’s evolution in the market. Continued user base growth, particularly among non-Chinese demographics as English content expands, seems highly probable. Increasing integration with e-commerce platforms and payment systems will likely streamline purchase paths. Enhanced local business features may bring small and medium Malaysian businesses onto the platform in greater numbers. Improved advertising products and targeting capabilities will mature, creating more sophisticated paid marketing opportunities.

Competition will intensify as more brands recognize the platform’s value, making early investment increasingly important. However, the platform’s search-driven discovery model should continue rewarding quality content over promotional spend alone, creating sustainable opportunities for brands willing to invest in genuinely valuable content creation. The Malaysian market’s multicultural character, high digital adoption, and sophisticated consumer behaviors position it as one of Xiaohongshu’s most promising Southeast Asian markets, making strategic platform investment a worthwhile consideration for brands targeting Malaysian consumers.

Xiaohongshu’s Malaysian user statistics reveal a platform experiencing robust growth while maintaining distinctive characteristics that differentiate it from mainstream social media channels. With an estimated 1.2-1.8 million current users projected to reach 2.5-3.2 million by 2026, the platform offers brands access to a highly engaged, purchase-intent-driven audience that values authentic peer recommendations and detailed product information.

The demographic profile—predominantly young, female, urban, educated, and middle-to-upper income—aligns particularly well with beauty, fashion, lifestyle, travel, and premium consumer goods categories. However, the platform’s unique engagement patterns, search-driven discovery model, and high conversion rates create opportunities across wider category sets for brands willing to adapt their approaches to the platform’s distinctive dynamics.

Success on Malaysian Xiaohongshu requires moving beyond imported Instagram or Facebook strategies. The platform rewards detailed, authentic, search-optimized content over purely aspirational imagery. It favors portfolio approaches working with multiple nano and micro-influencers over celebrity concentration strategies. It demands genuine localization that addresses specifically Malaysian contexts, concerns, and preferences. And it requires patient, long-term content investment that builds cumulative search visibility rather than expecting immediate viral returns.

For brands serving Malaysian consumers, particularly those in categories where detailed product information and peer recommendations influence purchasing decisions, Xiaohongshu represents one of the most compelling opportunities in Southeast Asia’s evolving digital landscape. The combination of growing reach, exceptional engagement quality, strong purchase intent, and relatively low competition creates temporary windows where strategic early investment can establish lasting category authority. As the platform matures toward 2026 and beyond, brands that have built expertise, content libraries, and community relationships will be positioned to capitalize on continued growth while late entrants face increasingly competitive environments.

The statistics and insights presented in this guide provide foundation for informed strategic decisions, but successful Xiaohongshu marketing ultimately requires commitment to understanding the platform’s unique culture, respecting its user community’s values, and delivering genuinely valuable content that serves user needs rather than purely promotional objectives. Brands that approach the platform with this mindset, supported by data-driven strategy and local market understanding, can unlock significant value from Malaysia’s growing Xiaohongshu ecosystem.