Xiaohongshu
✓ Official Ad Partner
✓ Official MCN Partner
✓ Official Shop Agent
Trusted by Fortune 500 brands • 100+ marketing professionals • Est. 2012 | Offices in SG, MY, ID, CN
Why Xiao Hong Shu? The Numbers Speak for Themselves
Southeast Asia’s most influential lifestyle and social commerce platform with unprecedented reach and engagement. Where young, affluent consumers make their purchasing decisions.
312M
Monthly Active Users
Massive engaged audience actively discovering products and brands every day.
80M+
Content Creators
90% user-generated content with authentic product reviews and recommendations.
70%
Daily Search Usage
Users actively searching for product recommendations and reviews – high purchase intent.
85%
Millennials & Gen Z
50% Gen Z (post-95) + 35% Millennials – young, affluent consumers driving purchasing decisions.
Singapore & Malaysia Reality: With 800K+ SG users and 3M+ MY users, plus millions of Chinese tourists annually, XHS provides direct access to 13M+ high-value Chinese-reading consumers across the region.
Regional Market Reach: Singapore & Malaysia
Your gateway to millions of Chinese-reading consumers and tourists across Southeast Asia’s most dynamic markets.
🇸🇬 Singapore: 800K+ Active Users
Local Market:
• 1M local Chinese-reading consumers
• High smartphone penetration (92%)
• Premium consumer segment
Tourist Market:
• 2.5M Chinese tourists annually
• High spending power visitors
• Shopping & dining focus
Total Potential Reach: ≈ 3.5 Million
🇲🇾 Malaysia: 3M+ Active Users
Local Market:
• 7.6M local Chinese-reading consumers
• Rapidly growing XHS adoption
• Multi-cultural shopping habits
Tourist Market:
• 2M Chinese tourists annually
• Gateway to Southeast Asia
• Extended stay visitors
Total Potential Reach: ≈ 9.6 Million
🌏 Regional Expansion
Hong Kong: 1M+ Users
• Gateway to Greater China
• Premium luxury segment
China: 300M+ Users
• Core market access
• Highest engagement rates
Southeast Asia:
• Indonesia, Thailand, Philippines
• Growing XHS adoption
• Cross-border opportunities
Multi-Market Campaign Capabilities
Expand Your Business Across Thriving XHS Verticals
Boost Brand Visibility, Increase Sales, and Attract Target Customers with XHS’s Vast User Base, Vibrant Community, and Interactive Content
37 Primary Content Categories • 232 Sub-Categories
From lifestyle to professional content, XHS covers every aspect of modern consumer life
🎮
Hobbies
575%
YoY Growth
📚
Education
445%
YoY Growth
💻
Technology
361%
YoY Growth
🍔
F&B
274%
YoY Growth
👗
Fashion
240%
YoY Growth
💄
Beauty
179%
YoY Growth
✈️
Travel
149%
YoY Growth
👶
Kids & Parenting
194%
YoY Growth
Other High-Growth Categories Worth Exploring
City Travel 243% •
Music 241% •
Workplace 132% •
Social Sciences 117% •
Sports 97% •
Comedy 94% •
Outdoor 94% •
Automotive 88%
Source: Xiaohongshu Data Center September 2023 | Year-over-Year Growth Rates
The BKFS Framework: Your Roadmap to XHS Success
Connecting the Brand to the Right Audience through Quality Content from KOS/KOC/KOL, Regularly Appearing in Feeds and Searches
Brand + KOL + Feeds + Search = XHS Domination
B
Brand Building
Building trust and recognition for your products or services.
Our Approach:
• Develop authentic brand narratives
• Create consistent visual identity
• Showcase product innovation
• Highlight customer success stories
• Build emotional connections
Goal: Long-term brand equity and customer loyalty
K
KOS/KOC/KOL Partnerships
Leverage the power of influencers at every tier through Pugenying (蒲公英), XHS’s official creator platform.
Influencer Types:
• KOL: 100K+ followers, broad reach
• KOC: 10K-100K, high engagement
• KOS: Strong conversion focus
Why KOL Content Outperforms:
• 10% CTR vs 4.4% brand accounts
• ¥0.42 CPV vs ¥1.16 brand accounts
• 50% lower lead generation cost
Our MCN Partner Status:
• Access to 5M+ verified influencers
• Smart matching algorithms
• Guaranteed compliance & reporting
Goal: Authentic endorsements that users trust
F
Feeds Optimization
Boost brand visibility and engagement through dynamic content.
Feed Strategy:
• Regular high-quality content posting
• Optimal posting times
• Interactive content formats
• Community engagement
• Trending topic integration
• Paid promotion for key content
Goal: Consistent feed presence and engagement
S
Search Visibility
Users discover your brand through powerful search optimization.
Search Tactics:
• Keyword research & integration
• Hashtag strategy
• SEO-optimized titles
• Product tagging
• Category optimization
• Search ads placement
Goal: Top rankings for relevant product searches
Strategic Combinations for Maximum Impact
B+K Strategy
Long-term Brand Building
Partnering with KOLs boosts brand visibility and credibility. Their authentic experiences resonate powerfully with consumers, making KOL collaborations essential for effective marketing.
F+S Strategy
Effective Short-term Activation
Engage users with dynamic content and targeted ads to increase visibility. Optimize keywords and share relevant content to enhance search visibility.
B+K+F+S Strategy
BEST RESULTS
Combine all four elements for comprehensive XHS marketing success, building both long-term brand equity and driving immediate conversions.
Full-Service XHS Marketing Solutions
We provide a full range of services from account management, content creation, KOL collaboration to advertising and e-commerce operation to help brands achieve comprehensive development on XHS.
🎯 Bonus: Access to XHS Platform IP Marketing Campaigns including REDay, New Trend Bureau, Seasonal Campaigns (Spring/Summer/Fall/Winter), Liuliu Festival, and custom co-marketing opportunities with the platform
Service #1: Official Account Management
XHS Business Account Creation & Verification
An Official Account Can Enhance Brand Image and Build Trust
Benefits:
• Enhanced credibility and trust
• Activate Aurora (聚光) advertising
• Multiple administrators support
• Priority comment exposure
• Access to advanced analytics
Full Management Services:
• Monthly content calendar
• High-quality content creation
• Professional customer service
• Performance analytics
• Community engagement
*XHS Fee: 600 RMB/year
Service #2: KOC/KOS/KOL Influencer Marketing
Official MCN Partner Status
Access to 5M+ influencers through StarNgage platform
Services Include:
• Influencer marketing strategy
• Discovery & vetting (100K+ active KOLs)
• Campaign engagement & negotiation
• Performance reporting & analytics
Database Coverage:
• Singapore: 12,000+ influencers
• Malaysia: 40,000+ influencers
• Regional: 180+ countries
Platform: StarNgage – Performance-based influencer marketing with transparent ROI tracking
Service #3: Paid Advertising & Performance Marketing
Official Ad Partner Status
Certified Aurora (聚光) advertising solutions provider
Campaign Planning:
• Target audience segmentation
• Ad format selection
• Budget optimization
• Creative development
Available Ad Formats:
• Feed Ads (信息流) – Native in-stream
• Search Ads (搜索) – Keyword-targeted
• Splash Screen (小红屏) – Maximum visibility
Performance Tracking:
• Real-time dashboards
• ROI measurement
• Actionable recommendations
Complete XHS Advertising Products Portfolio
From brand awareness to conversion, we have the right advertising solution for every stage of your customer journey.
📱 Splash Screen (开屏)
Premium First Impression
The #1 traffic entry point on XHS. Capture user attention immediately when they open the app.
Best For:
• Maximum brand exposure
• Product launches
• Major campaigns
• Event promotions
Features:
• Full-screen immersive experience
• First-view priority strategy
• Links to topics, H5, stores
• Interactive formats available
Result: Massive reach with guaranteed premium placement
🔥 Flame Topics (火焰话题)
Search Discovery Positioning
Dominate the search & discovery page – the only premium traffic entry point in search.
Best For:
• Brand keyword hijacking
• Product category ownership
• Trend capitalization
• Competitive positioning
Features:
• Eye-catching flame icon
• Links to brand keywords
• Native search result page
• Brand Zone integration
Result: Intercept high-intent users at moment of search
🏢 Brand Zone (品牌专区)
Search Interception Hub
Premium placement on search results page to showcase your brand and intercept competitor traffic.
Best For:
• Brand protection
• New product launches
• Building brand credibility
• Competitive defense
Features:
• Priority brand display
• Multiple content cards
• Direct store/product links
• Custom landing pages
Result: Dominate search visibility and control brand narrative
📝 Commercial Topics (商业话题)
Long-Term Content Hub
Build your brand’s permanent content hub on XHS, aggregating UGC and branded content.
Best For:
• Content asset accumulation
• Community building
• Campaign landing pages
• UGC aggregation
Features:
• Custom branded page
• Auto-collect related UGC
• Multiple traffic sources
• Rich media components
Result: Long-term brand asset and content hub that keeps working
🎁 Surprise Box (惊喜盒子)
Gamified Engagement
Unique XHS native product that surprises users with branded rewards – 100% win rate!
Best For:
• User engagement
• Lead generation
• Promotional campaigns
• App downloads
Features:
• Triggered by brand actions
• Three reward types (codes, products, vouchers)
• User info collection
• High excitement factor
Result: Viral engagement with data collection and brand heat
🎨 Activity H5 Pages
Marketing Page Builder
One-stop solution for creating rich, interactive campaign landing pages with 20+ native components.
Best For:
• Campaign microsites
• Product showcases
• Event registration
• Content aggregation
Features:
• 20+ customizable components
• Drag-and-drop builder
• Native XHS domain
• Links to lives, notes, topics
Result: Flexible, native-feeling branded experiences
Want to explore which advertising products are right for your brand?
Our XHS experts will design a custom media mix for your goals and budget.
Proven Results Across Industries
Real campaigns, real results. See how we’ve helped brands achieve XHS success in Singapore and Malaysia.
Xiaomi Malaysia – Consumer Electronics
250K+ Monthly Reads | 8%+ Engagement Rate
Campaign Type: XHS Business Account Management
Results:
• 250K+ monthly reads
• 20K+ engagement
• 8%+ engagement rate
Strategy: Comprehensive account management including high-quality product photography, lifestyle content creation, and strategic content calendar. Mixed content formats including product showcases, user testimonials, and educational videos optimized for XHS audience.
MINISO Malaysia – Lifestyle Retail
400K Peak Reads | 12% Peak Engagement
Campaign Type: Official Account Management
Results:
• 30K+ monthly reads (average)
• 10%+ engagement rate
Key Campaigns:
• Chiikawa Pop-Up: 400K+ reads, 50K+ engagement, 12% rate
• Beauty Launch: 5K+ reads, 900+ engagement, 18% rate
• Grand Opening: 10K+ reads, 1K+ engagement, 10% rate
Strategy: Created fun, engaging content around IP collaborations and product launches. Focused on lifestyle integration and trending topics to attract Gen Z audience.
Lazada Malaysia – 11.11 Campaign
20K+ Reads | 11%+ Engagement Rate
Campaign Type: Influencer Marketing Campaign
Results:
• 20K+ total reads
• 2K+ engagements
• 11%+ engagement rate
Strategy: Leveraged organic influencer content on XHS to drive awareness of Lazada’s 11.11 sale. 10+ micro and mid-tier influencers created mix of video and image content including product comparisons, shopping hauls, and deal highlights.
Skyline Luge Sentosa – Tourism
100K+ Monthly Reads | 10%+ Engagement
Campaign Type: Official Account Management
Results:
• 100K+ monthly reads
• 11K+ engagement
• 10%+ engagement rate
Strategy: Created aspirational lifestyle content showcasing the attraction experience. Focused on creating FOMO among Chinese tourists planning Singapore trips. Content included visitor testimonials, promotional campaigns, and integration with Singapore tourism content.
Global Brand Campaign Success Stories
🍲 Haidilao Anniversary Campaign
Integrated Brand Campaign
Strategy:
Splash Screen + Commercial Topics + Feed Ads + Flame Topics + Brand Zone
Results:
• 700W+ total impressions
• 4.xx% CTR on splash screen (vs 1% benchmark)
• 2x.xx% CTR on Brand Zone (vs <10% benchmark)
• 200%+ resource spillover
Full funnel campaign driving massive awareness and store visits
🦘 Tourism Australia Campaign
“Come and Say G’Day”
Strategy:
Brand Account + Feed Ads + Flame Topics + Commercial Topics
Results:
• 17M+ total impressions
• 160K+ total engagements
• 62.83% increase in brand search
• 600K+ topic page views
Successfully positioned Australia as top travel destination for Chinese tourists
💳 VISA Study Abroad Campaign
“VISA Study Abroad Family”
Strategy:
Platform IP collaboration + Commercial Topics + Activity H5 + Multiple ad formats
Results:
• 107M+ total impressions
• 777.9K+ topic views
• 420% increase in brand search index
• No.5 rank in education content category
Dominated study abroad conversation during peak season
More Regional Success Stories: Watsons (180K+ reads, 15% engagement) • Empire Sushi (114K+ reads) • Wow Beauty (15K+ reads, 10% engagement) • Brow de Art (26K+ reads, 8% engagement)
Flexible XHS Marketing Packages
From campaign-based projects to full-service management, we tailor our services to your goals and budget.
XHS Launch Package
Best for: Brands new to XHS
✓ Account setup & verification
✓ Brand profile optimization
✓ Initial content strategy (3 months)
✓ 10 professional content pieces
✓ Community management basics
✓ Performance reporting
MOST POPULAR
Influencer Campaign
Best for: Targeted collaborations
✓ Influencer discovery & vetting
✓ Campaign strategy & briefs
✓ 5-10 influencer partnerships
✓ Content approval & management
✓ Campaign tracking & reporting
✓ Performance analytics
Performance Marketing
Best for: Conversions & ROI
✓ XHS advertising account setup
✓ Campaign strategy & planning
✓ Ad creative development
✓ Budget management
✓ A/B testing & optimization
✓ Monthly performance reports
Full-Service Management
Best for: Comprehensive presence
✓ Complete strategy development
✓ Regular content creation
✓ Influencer marketing campaigns
✓ Paid advertising management
✓ Community management
✓ Comprehensive analytics
Custom Solutions Available: Every brand is unique. We offer customized packages tailored to your specific industry, goals, and budget. Schedule a consultation to discuss your needs.
Your Top Choice for Connecting Brands to XHS
We Don’t Just Run Campaigns — We Drive Measurable Business Results
🏆 Triple Official Partnership Status
Only agency with all three XHS certifications:
• Official Ad Partner: Direct Aurora (聚光) platform access
• Official MCN Partner: Exclusive verified influencer access
• Official Shop Agent: E-commerce integration expertise
Result: Beta access to new features, priority support, streamlined processes
🇸🇬🇲🇾 Deep Regional Expertise
We’re not just an international agency — we ARE Singapore and Malaysia:
• Understanding of multicultural audiences
• Multi-language capabilities (English, Mandarin, Malay, Tamil)
• Local trends, holidays, cultural nuances
• Regional expansion expertise (SEA markets)
• Cross-border market insights (China-ASEAN)
Result: Culturally relevant campaigns that resonate locally
📊 Proven Track Record
Results that speak for themselves:
• 30x Revenue Growth since 2014
• 100+ marketing professionals on our team
• 8M+ influencer database globally
• Fortune 500 clients trust us
• Est. 2012 – Over a decade of expertise
Result: Enterprise-grade capabilities with personalized service
⚡ Full-Stack Capabilities
End-to-end services from strategy to execution:
• Campaign strategy and creative concepting
• Content creation (in-house studio)
• Influencer partnerships (StarNgage platform)
• Paid advertising management
• E-commerce integration
• Performance tracking and optimization
Result: One partner, complete solution, seamless execution
Trusted by Fortune 500 and Leading MYSG Brands
Join the brands that trust Hashmeta for their XHS marketing success.
Fortune 500 Clients
Coca-Cola • FCA (Fiat Chrysler) • AIG • AXA • PayPal • BMW • Prudential • Bosch • China Huaneng
Top Brands in Malaysia & Singapore
Maxis • Giant • Grab • redONE • Shopee • Lazada • Zalora • Ayam Brand
Frequently Asked Questions
Everything you need to know about XHS marketing for Singapore and Malaysia brands.
What is Xiao Hong Shu (XHS)?
Xiao Hong Shu, also known as Little Red Book or RED, is a Chinese lifestyle and social commerce platform with over 312 million monthly active users. It combines social media, e-commerce, and user-generated content, making it one of the most influential platforms for brand discovery and purchasing decisions in the Chinese-speaking market.
Why should Singapore and Malaysia brands care about XHS?
XHS provides access to a combined potential reach of over 13 million Chinese-reading consumers in Singapore and Malaysia, including both local residents and Chinese tourists. With 800K+ SG users, 3M+ MY users, plus millions of annual tourists, it’s an essential platform for brands targeting this high-value demographic.
What makes Hashmeta different from other XHS marketing agencies?
Hashmeta is the only agency with triple official XHS certifications: Official Ad Partner, Official MCN Partner, and Official Shop Agent. We also have offices across Singapore, Malaysia, Indonesia, and China, providing unique cross-market insights and execution capabilities with 100+ marketing professionals.
How long does it take to see results on XHS?
Timeline varies by goals. For awareness campaigns, initial engagement can start within weeks. For sustained growth and conversions, we recommend a minimum 3-6 month commitment to build community and optimize performance. Most brands see meaningful results within 30-90 days.
Can you help with Chinese language content?
Absolutely. Our team includes native Chinese speakers and professional translators who create culturally appropriate, engaging content in Simplified Chinese optimized for the XHS audience. We handle everything from copywriting to content creation.
How do you measure XHS campaign success?
We track comprehensive metrics including impressions, engagement rate, follower growth, click-through rate, conversions, ROI, sentiment analysis, and share of voice. All clients receive detailed monthly reports with actionable insights and performance dashboards.
Ready to Unlock XHS Success for Your Brand?
Get a customized XHS strategy consultation – absolutely free
In your free 30-minute consultation, our XHS experts will:
✓ Analyze your brand’s XHS potential
✓ Identify your target audience on the platform
✓ Recommend optimal content and influencer strategies
✓ Provide competitive landscape insights
✓ Outline a customized roadmap for success
Let’s join forces and deliver results-driven Xiao Hong Shu marketing!
Intercept your competitors’ traffic, turn viewers into buyers, and watch orders skyrocket overnight! Hand over your Xiao Hong Shu operations to us, and we’ll help you achieve maximum returns with minimal investment, boosting your profits. Keen to learn more about our Xiao Hong Shu marketing services? Get in touch for more details. Our team of experts will contact you promptly to help you smash it on the Xiao Hong Shu platform!
Singapore Office:
Hashmeta Pte Ltd
#11-08/09, 30A Kallang Place
Singapore 339213
Malaysia Office:
Hashmeta Sdn Bhd
Level 28, MVS North Tower, 1,
Persiaran Southkey 1, Southkey,
80150 Johor Bahru, Johor, Malaysia
Tel: +6012 428 7956