What is Xiaohongshu?
Xiaohongshu, also known as Rednote or Little Red Book, is one of the most influential lifestyle social media platforms among Chinese Gen-Z and Millennials. A mix of Instagram, Pinterest, Reddit, and TripAdvisor, the app seamlessly blends user-generated content, e-commerce, and social networking – and has become a key ‘lifestyle search engine’ – hitting 600m searches a day in 2024.
Unlike Western user behaviour, where people typically use different apps for specific purposes (for example, WhatsApp purely for social messaging or Amazon purely for shopping), Chinese social platforms are designed to combine multiple functions in one place to keep users engaged. WeChat, Douyin, and Taobao, for instance, all integrate social and e-commerce features. Rising from relative obscurity a decade ago, Xiaohongshu’s curated guide to life now boasts 300m monthly active users (MAU) – of which more than 20m are based outside of mainland China.
For Chinese users living abroad, the same logic applies. Xiaohongshu has become an essential channel for navigating life overseas, from discovering fashion inspiration for graduation, posting beauty product reviews, and finding restaurant recommendations, to exploring travel tips and local lifestyle insights.
Why is Xiaohongshu important to Chinese living overseas?
Chinese students, professionals, and expats living overseas turn to Xiaohongshu as a trusted handbook for navigating daily life. Posts range from:
- Everyday essentials (e.g. what to buy at M&S, discounts from Boots)
- Travel inspiration (hidden gems across the UK, tips for applying Schengen visa)
- Reviews (student accommodation, hotels and lifestyle products)
- Local experiences ( exhibition & theatre shows, and brand events)
- Cultural insights (comparing UK and China’s work culture, relationship discussions)
The platform has become a curated map of life abroad, interpreted through Chinese tastes and cultural expectations. Content tagged “niche travel” has surpassed one million posts on Xiaohongshu. Looking at the UK, the tag “London niche” alone has 38,000 pieces of content. Users highlight destinations that feel fresh, authentic, and less touristy, from the literary heritage of Haworth in Yorkshire to stately homes in the Cotswolds. Engagement is high: posts about picturesque seaside towns or rural escapes can attract 10,000+ likes, showing how “ordinary” UK destinations become aspirational when framed through a Chinese lifestyle lens.
Why should brands target Chinese living overseas on Xiaohongshu?
You may wonder why brands should focus on Chinese students and professionals living abroad. The answer is simple: lower investment, higher conversion. The power of Xiaohongshu lies in its ability to spark trends overnight. Imagine a Chinese student visiting your restaurant, enjoying the experience, and sharing it on Xiaohongshu. That single post can go viral, attracting thousands of views and prompting waves of Chinese consumers to follow the trend and eat at your restaurant. The same applies to hotels, retail, and lifestyle experiences. One guest shares a positive review of your property or service, and suddenly potential customers are searching for ways to connect with your business.
Unlike Western users who often turn to Google or TripAdvisor, Chinese audiences abroad use Xiaohongshu as their first port of call before checking any other platform. If you want to engage this group, Xiaohongshu ads and marketing should be a core part of your strategy, no matter the industry.
What are the opportunities for brands?
1. Open an official account to engage with the audience
An official Xiaohongshu account acts as your brand’s direct communication channel. When users see UGC (user-generated content), they often search for the brand’s presence on Xiaohongshu. Having an official account makes sure you capture this interest, answer questions, and convert attention into leads.
2. Leverage Xiaohongshu influencers as brand ambassadors
There is an established ecosystem of influencers (KOLs) on Xiaohongshu who are based outside of mainland China, and working with them is one of the most effective ways to reach overseas Chinese. These tastemakers present destinations, products, and services through authentic storytelling styles that resonate with Chinese cultural aesthetics, building both trust and desirability.
3. Advertising on Xiaohongshu for conversion
Xiaohongshu advertising work best when they feel like part of the app’s organic content. High-quality videos, engaging captions, and genuine testimonials help capture attention and drive conversions. Unlike generic paid media, Xiaohongshu ads allow you to target Chinese audiences in your market with precision, delivering strong ROI and making it one of the most effective platforms for conversion-focused campaigns.
4. Prepare for special brand events
Cultural moments such as Chinese New Year, Mid-Autumn Festival, Valentine’s Day, and VIP brand events are perfect opportunities to connect with the Overseas Chinese community. Chinese consumers abroad enjoy engaging in brand experiences and often share them on Xiaohongshu, extending your campaign’s reach organically.
Ready to reach Chinese consumers in the UK?
For a tailored strategy on how your brand can use Xiaohonghsu to engage overseas Chinese, connect with TONG Global. We help brands identify the consumer tribes that matter and build campaigns that resonate, turning visibility into influence and influence into growth.
