If you’ve been browsing skincare tips, travel ideas, or fashion inspiration lately, chances are you’ve stumbled across Xiaohongshu (小红书) — also known as RedNote. While it originated in China, Xiaohongshu’s popularity has rapidly grown across Asia, becoming a go-to lifestyle platform for Gen Z and Millennials in countries like Malaysia, Singapore, and even parts of Thailand and Indonesia.
But what’s behind its rising influence beyond China’s borders? Why are younger audiences flocking to this app, and what can brands learn from it? Let’s unpack the reasons.
A Digital Diary That Feels Like a Friend’s Recommendation
Gen Z and Millennials are tired of being “sold to”. What they value instead is real talk — honest opinions, personal experiences, and genuine tips. Xiaohongshu delivers exactly that.
Unlike traditional social platforms, Xiaohongshu is built around user-generated content, especially from Key Opinion Consumers (KOCs) — everyday people who share product reviews, outfit ideas, recipes, or stories from their daily life.
Whether it’s a Malaysian university student sharing her acne recovery journey or a Singaporean mum showing her go-to baby brands, the content feels relatable. It’s not polished, and that’s the point. It feels like a conversation between peers, not a brand pitch.
It’s Not Just Social Media – It’s a Search Engine
Here’s where Xiaohongshu stands out. Most users don’t just scroll randomly — they search. And the app’s search experience is designed like a hybrid of Pinterest, Google, and TikTok.
For example:
Each search yields visually rich posts, written in a diary-like format, often with honest pros and cons. Gen Z and Millennials love this format because it helps them make decisions, not just consume content.
This makes Xiaohongshu incredibly valuable for brands, especially those in skincare, travel, lifestyle, and F&B — because users come with clear intent.
Local Feeds, Global Influence
While it’s a Chinese app, Xiaohongshu is getting increasingly localised in Southeast Asia. That means:
And yet, it still maintains an aspirational edge. Users look to Chinese, Korean, and global influencers for trends — while exploring how to apply those trends in their own lives.
This mix of local practicality and global inspiration is a winning combination, especially for Gen Z and Millennials who are constantly shaping their identity through the content they consume.
Soft-Sell, Not Hard-Sell
On Instagram or TikTok, influencer marketing is often loud and clearly branded. But on Xiaohongshu, there’s a softer, more personal tone.
Creators often share:
Even brand partnerships feel less promotional and more integrated. This gives users space to trust — something that’s becoming rarer in the age of constant ads.
Aesthetics with Substance
In Xiaohongshu, posts are designed to be visually engaging, but they’re often packed with helpful details: step-by-step guides, personal notes, price comparisons, or Q&A in the comments. This format especially resonates with Millennials looking for function and Gen Z looking for story.
It’s a space where beauty meets practicality, and that’s exactly what modern users want — content that looks good and feels useful.
It’s Building Communities, Not Just Audiences
Xiaohongshu users don’t just like and scroll — they engage. Comments sections often turn into mini-forums where people:
This community culture is what keeps users coming back. Whether someone’s discussing skincare struggles or their first solo trip to Japan, they’re met with encouragement and shared stories. And for brands? It’s an opportunity to listen, learn, and join the conversation — not just broadcast messages.
Why Xiaohongshu’s popularity among Gen Z and Millennials is no accident
This platform speaks to a generational desire for: realness over polish, discovery over entertainment, and connection over consumption.
For users in Southeast Asia, it’s become a space to explore new ideas, express themselves, and make better decisions. For brands, it’s an opportunity to build trust, relevance, and community — not just visibility.
If you’re not already exploring Xiaohongshu as part of your regional marketing strategy, now’s the time to start. Because this isn’t just a trend — it’s the future of lifestyle discovery.
