How Xiaohongshu (XHS) Helps Singapore Brands Reach New Local Audiences

ROMI
2 days ago
3 min read

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 engage consumers through storytelling-driven marketing rather than hard-selling advertising.

Why Xiaohongshu Matters for Singapore Brands

XHS now has over 300 million monthly active users (MAU), with women making up around 70-80% of its audience.

In Southeast Asia, the platform is projected to reach 30-35 million MAU by 2025, with Singapore showing around 11-13% population penetration. Singaporeans are increasingly using XHS to discover lifestyle inspirations from food recommendations and travel itineraries to skincare routines and café reviews.

XHS stands out for its content authenticity – users trust real stories and honest reviews over polished ads.

For local businesses, this means XHS isn’t just another marketing channel – it’s a space to build credibility and community organically.

Business Papers, money in magnifying glass

How Xiaohongshu Marketing Works for Local Businesses

At its core, XHS marketing thrives on authentic storytelling. Unlike short-form entertainment apps, XHS users read detailed captions, follow recommendations and engage deeply with long-term creators.

Research and platform analysis show 40-45% of sessions on XHS involve active product or solution discovery, and many users rely on the app to evaluate purchases – so XHS supports the discovery-to-purchase journey rather than surface scrolling alone.

Here’s how Singapore SMEs can leverage it effectively:

Create a Brand Account: Share “notes” showcasing your story, behind-the-scenes moments or how your products fit into daily lifestyles. Think relatable, not corporate.
Leverage Influencer Marketing: Partner with micro or mid-tier creators who resonate with your niche, such as food, beauty, fashion, wellness or travel.
Encourage User Generated Content (UGC): Invite customers to post their own experiences using campaign hashtags and peer recommendations perform exceptionally well on XHS.
Localise Your Messaging: Use conversational English mixed with Mandarin terms where appropriate to reflect authenticity and cultural fluency among Singapore XHS audiences.

Building an Effective XHS Influencer Strategy in Singapore

Influencers on XHS are not judged solely by follower count; authenticity and engagement are what truly matter.

When planning your XHS influencer strategy, here’s how to approach it:

Identify the Right Niche Creators: Collaborate with lifestyle, beauty or F&B creators based in Singapore whose audiences overlap with your target market.
Co-Create Real Content: Allow creators to express your brand naturally; overly polished or scripted content feels inauthentic on XHS.
Optimise Hashtags and Keywords: XHS functions like a search engine for lifestyle trends. Optimise with relevant local hashtags (e.g., #sgfoodie, #singaporebeauty, #sgtravel) to improve discoverability.
Measure Deeper Engagement Metrics: Track comments, saves and shares; these signal trust and real interest beyond surface-level likes.

Best Practices for Singapore Brands on XHS

To succeed in Xiaohongshu, brands should prioritise connection before conversion. Authentic storytelling remains at the heart of XHS's success, highlighting your brand’s journey, founder’s vision or unique inspiration rather than promoting products.

Maintain consistency in posting to stay top of mind and signal reliability to both followers and the algorithm. Engagement is equally crucial, which includes replying to comments, resharing, user-generated content and enabling meaningful discussions to gain community trust.

Most importantly, showcase real people who are your staff, customers or creators using your product in genuine and everyday settings.

On XHS, authenticity and relatability resonate far more than perfection, helping brands build lasting credibility and emotional connection with their audience.

Why Now Is the Best Time for Local Brands to Join XHS

The XHS audience in Singapore is expanding rapidly, particularly among Gen Z and millennials who value authentic local discoveries over mainstream ads.

As TikTok faces regulatory shifts and Instagram becomes saturated, XHS offers a fresh and trusted channel for building meaningful engagement.

With XHS expanding beyond China into SEA and other markets, and user growth in Singapore showing double-digit user growth in recent quarters, early adopters enjoy easier organic reach today than they will once competition increases.