In 2025, Singapore brands are going beyond traditional social media channels like Instagram and TikTok to reach a new, growing audience on Xiaohongshu (XHS), also known internationally as RedNote. Once known as a China-centric lifestyle app, XHS is now gaining traction among young, affluent Singaporeans and regional audiences seeking authentic lifestyle content, travel tips and product inspiration. For local SMEs and lifestyle brands, this presents an untapped opportunity to