Originally launched in China as a lifestyle and shopping review platform, Xiaohongshu (Rednote) has grown into a powerful social discovery app with global reach. In recent years, the influence of Xiaohongshu on Malaysia’s tourism is becoming increasingly clear, particularly through the way young Malaysians and Mandarin-speaking tourists discover new places.
With more than 2.5 million users in Malaysia, Xiaohongshu has quietly become a driving force in local tourism. This article explores how Xiaohongshu Malaysia is influencing travel behaviour, inspiring trends, and opening up new marketing opportunities in Malaysia
Do Malaysians Use Xiaohongshu?
Yes — and the numbers are growing fast.
The Malaysian user base on Xiaohongshu is primarily young, Mandarin-speaking Malaysians, particularly ethnic-Chinese women aged between 18 and 35. They use the platform not just for product recommendations, but for local restaurant discoveries, weekend trip ideas, outfit inspiration, and wellness tips.
What sets xiaohongshu malaysia apart is its trust factor. Unlike Instagram, where content can feel overly curated or sponsored, Xiaohongshu thrives on peer-to-peer recommendations. Posts are written like diary entries, with photos and captions that feel raw, honest, and helpful.
Can Foreigners Download Xiaohongshu in Malaysia?
Yes, absolutely. The app is available on both iOS and Android globally — including Malaysia — and there are no restrictions on registration. While the interface is in simplified Chinese, many non-native users rely on translation tools or follow bilingual creators.
For tourists visiting Malaysia, the app is equally useful. Just search for terms like “Malaysia trip,” “Langkawi itinerary,” or “KL café” in Mandarin or even in English, and you’ll find curated, real-time recommendations written by both locals and travellers. It’s become a digital travel buddy for many.
How to Register Xiaohongshu Outside China (for personal account)
Pro Tip: When posting, include local keywords or Mandarin hashtags to improve visibility among the Malaysian Xiaohongshu community.
How Xiaohongshu Transforming Malaysia’s Local Tourism
More than just a beauty and fashion app, xiaohongshu is now shaping the way locals and tourists explore the country. Whether it’s a hidden café in SS15, a boutique hotel in Penang, or a new streetwear drop in Pavilion KL — chances are, it’s already being talked about on Xiaohongshu.
Local travel trends like “cooling spots in Cameron Highlands” or “IG-worthy brunch in Johor” are widely shared, with posts featuring detailed captions, Google Maps pins, and real-time reviews. The ripple effect? Increased foot traffic and buzz for small businesses, particularly those who cater to Mandarin-speaking audiences.
What Brands in Malaysia Should Know About Xiaohongshu
For marketers and SMEs, xiaohongshu in malaysia presents a massive untapped opportunity:
If you’re in beauty, wellness, F&B, fashion, or tourism, now is the time to consider Xiaohongshu in your digital media strategy.
What Malaysian Users Really Do on Xiaohongshu
A research project conducted by Dang Dai Ven at Universiti Tunku Abdul Rahman (UTAR), revealed that:
This academic insight strengthens the understanding that xiaohongshu in malaysia is more than a casual browsing tool — it’s a trusted platform that guides real-life consumer actions, particularly in lifestyle and tourism.
Xiaohongshu is no longer a niche Chinese app — it’s a powerful cultural engine influencing how young Malaysians live, shop, eat, and travel. Whether you’re an everyday user looking to share your café hop or a business hoping to attract more visibility, Xiaohongshu offers a dynamic space to connect authentically.
So whether you’re browsing for your next brunch spot or considering your first Xiaohongshu ad campaign, one thing is clear: this is one platform you don’t want to overlook in Malaysia’s digital lifestyle landscape.
Let’s Help You Win on Xiaohongshu
Looking to attract Mandarin-speaking travellers or Gen Z locals? We can help you build a strategy that’s authentic, visual, and localised — from influencer sourcing and content localisation to Xiaohongshu ad placements and performance tracking.
At Digital 38, we’ve seen firsthand how Xiaohongshu is reshaping the way young consumers discover and engage with brands — especially in the tourism, F&B, and lifestyle sectors in Malaysia
