The Growth of Luxury Malls in Southeast Asia
Southeast Asia has become a magnet for luxury shopping, with Malaysia, Singapore, and Thailand each positioning themselves as premium retail destinations.
In Kuala Lumpur, malls like Pavilion KL, Suria KLCC, and the newly launched The Exchange TRX offer designer boutiques, Michelin dining, and curated lifestyle experiences. In Singapore, ION Orchard, The Shoppes at Marina Bay Sands, and Paragon continue to dominate the high-end scene, while Bangkok’s ICONSIAM, Siam Paragon, and Central Embassy combine fashion, gastronomy, and entertainment into lifestyle icons.
Despite their differences, all three cities depend on the Chinese tourist market — one of the most lucrative luxury shopper segments. And increasingly, Chinese travellers rely on Xiaohongshu (RedNote) to decide where to shop. This shift makes a Xiaohongshu Influencer Strategy essential for any mall aiming to stand out.
Why Xiaohongshu Matters for Shopping Malls
With 300M+ monthly active users, Xiaohongshu is a trusted lifestyle platform blending user reviews, travel tips, and authentic shopping recommendations. For malls, the platform influences every stage of the tourist journey:
- Before travel: Tourists search for “best malls in Kuala Lumpur” or “luxury shopping in Malaysia.”
- During travel: Influencer posts guide where they shop and dine in real time.
- After travel: User reviews reinforce the mall’s reputation and inspire future visits.
If a mall wants to be seen as a must-visit destination, an optimised Xiaohongshu Influencer Strategy is non-negotiable.
Core Elements of an Xiaohongshu Influencer Strategy
1. Influencer Mix: KOLs and KOCs
- KOLs (Key Opinion Leaders): Travel and lifestyle influencers with large followings — they deliver reach and prestige.
- KOCs (Key Opinion Consumers): Everyday shoppers who share genuine experiences — they deliver trust and authenticity.
2. Content Approach
Rather than pushing direct promotions, malls should prioritise lifestyle storytelling. This might include:
- Vlogs capturing a full day of experiences
- Curated itineraries such as “Top 5 Things to Do at The Exchange TRX.”
- Highly visual posts, with short videos and photo albums designed to inspire wanderlust and drive saves.
- SEO keywords optimisation in Chinese: e.g. #马来西亚旅游 (#MalaysiaTravel), #吉隆坡必逛商场 (#MustVisitKLMall).
3. Engagement Tactics
Engagement tactics on Xiaohongshu go beyond passive posting. Successful malls encourage interactions by designing UGC-friendly touchpoints within the mall itself — think architectural features, art installations, or scenic dining spaces that are naturally “Instagrammable” and “XHS-worthy.”
Interactive campaigns such as fashion styling contests or “best dining experience” challenges can further drive participation. By prompting influencers and visitors to save, share, and comment, the content gains a stronger foothold in Xiaohongshu’s recommendation algorithm.
4. Campaign Measurement
- Engagement rates and post saves.
- Growth in XHS branded searches.
- Mentions across Chinese travel forums.
- Increase in tourist footfall and promo redemptions.
Case Study: The Exchange TRX, Kuala Lumpur
The Exchange TRX is Kuala Lumpur’s newest luxury lifestyle destination, featuring Malaysia’s first Seibu department store, a collection of global luxury brands, fine dining options, and the exclusive TRX Premium Lounge.
The campaign aimed to position The Exchange TRX as a must-visit luxury mall for Chinese tourists, while also boosting international footfall.
To achieve this, the mall collaborated with KOLs in luxury, travel, and lifestyle niches, ensuring the message was delivered by voices the audience already trusts. Watching influencers explore the mall, interact with store staff, and capture cinematic shots made the experience feel both exclusive and aspirational.
🔗 See the campaign in action: 跟Sarah一起购物🛍️吉隆坡逛街指南！
Social Storytelling Beyond Retail
The Exchange TRX leveraged Xiaohongshu not just to showcase retail offerings but also to highlight lifestyle experiences — from curated art installations and seasonal décor to cultural tie-ins that reflect the mall’s unique character. These elements helped create an emotional connection with visitors, appealing to travellers seeking experiences that go beyond shopping.
Within just one week, a single influencer post generated: 400+ likes & 100+ saves/shares
These results demonstrate how an integrated Xiaohongshu strategy can effectively blend luxury retail with cultural storytelling to capture the attention of high-value travellers.
Let’s Bring This Strategy to Your Brand
At Digital 38, we help luxury malls and retail destinations tap into the Chinese tourist market through data-driven, culturally resonant Xiaohongshu, Tencent, and ByteDance campaigns.
When it comes to influencer collaborations, we manage the process end-to-end:
- Sourcing the right KOLs – We identify influencers who align with your brand values, target market, and campaign goals.
- Creative direction & briefing – We work closely with influencers to ensure the content reflects both your brand identity and audience preferences.
- Content production oversight – From storyboarding to on-site filming, we guide the creative process to capture premium visuals and narratives.
- Performance tracking – We monitor engagement, reach, and conversion metrics to ensure the collaboration delivers measurable results.
With our integrated approach, you get more than just influencer content — you get strategic storytelling that inspires travellers to make your destination part of their journey.
If you’re a shopping mall or retail destination looking to build visibility on Xiaohongshu, partner with an experienced RedNote agency like Digital 38, craft a smart influencer mix, and turn digital conversations into luxury shopping visits.
