Xiaohongshu, also known as “Little Red Book,” is quickly gaining popularity in Malaysia as a platform for young Mandarin-speaking users to connect with their roots and share content related to food, travel, and more. With over 2.5 million users, Malaysia is the app’s second-largest market outside of China and Taiwan, primarily attracting young women aged 18 to 35.
Launched in 2013 in Shanghai, Xiaohongshu combines elements of Instagram, Pinterest, consumer forums, and Amazon to create a unique online community where user-generated content is king. The app’s reviews are seen as genuine and trustworthy, with users like Emily Ng preferring them over traditional advertising methods.
A recent study from Malaysia’s Universiti Tunku Abdul Rahman found that Xiaohongshu has resonated with a significant portion of the country’s ethnic Chinese population, offering a more relatable connection for users seeking authentic recommendations and experiences.
As TikTok is dominating the global social media market, Xiaohongshu is quietly making its mark in Malaysia, reshaping how users engage with content and connect with each other. With its focus on user-generated content and genuine reviews, Xiaohongshu is providing a new way for young Malaysians to discover and share information, reflecting a shift towards authentic and community-driven interactions in the digital age.
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