- October 13, 2025
- 2:12 am
Xiaohongshu Malaysia 2025: A Complete Guide to Influencer Marketing & Shop Growth
In Xiaohongshu Marketing Malaysia 2025, brands are turning user-generated content (UGC) into real business growth. With over 3 million Malaysian users and strong traction among Gen Z and millennial women, Xiaohongshu (Little Red Book) has become the go-to platform for authentic influencer marketing and shop growth. Businesses now use Xiaohongshu Malaysia to launch products, collaborate with KOLs, and open local or cross-border shops. Success lies in building trust through lifestyle storytelling, not traditional ads—turning “what I share” into “what others buy.”
1｜Introduction: Why Xiaohongshu Is Exploding in Malaysia 2025
If TikTok is Malaysia’s entertainment mall, then Xiaohongshu has quietly become its most trusted “shopping diary.”
In 2025, Malaysian users are no longer just scrolling for fun—they’re searching for real reviews, lifestyle tips, and product inspiration that influence what they buy.
According to AceNinja Insights, Xiaohongshu’s user base in Malaysia has grown by 60% since 2023, driven by urban Gen Zs in Kuala Lumpur, Penang, and Johor Bahru.
Unlike Instagram or TikTok, Xiaohongshu (also known as RED) is built on authenticity.
Posts don’t feel like ads—they feel like conversations among friends.
And that’s why Malaysian brands, from skincare startups to lifestyle cafés, are moving their influencer budgets to Xiaohongshu Malaysia 2025.
🗣️ “If TikTok sells excitement, Xiaohongshu sells trust.”
That’s the mindset defining Malaysia’s new era of influencer marketing.
For agencies like Inno Visual Media, this means an opportunity to help brands go beyond awareness—to real, measurable growth through influencer collaboration, shop setup, and authentic content creation.
2｜Xiaohongshu Malaysia 2025: User Demographics & Market Insights
To understand Xiaohongshu marketing Malaysia 2025, we must first know who’s using the platform—and why they matter.
2.1 Audience Snapshot
Total estimated users (MY, 2025): 3 million+
Gender split: ~70% female
Age: 18–35 years (Gen Z + millennials)
Top cities: Kuala Lumpur, Penang, Johor Bahru
Preferred languages: Mandarin (60%), English (30%), Malay (10%)
This audience represents Malaysia’s most purchase-ready demographic—tech-savvy, urban, and willing to pay for lifestyle value.
2.2 What Malaysians Search on Xiaohongshu
According to RedNote Malaysia, the top trending categories in 2025 include:
Beauty & Skincare
Fashion & Accessories
Café & Travel
Home Decor
Tech & Gadgets
Unlike traditional social ads, Xiaohongshu content focuses on “life experience first, product later.”
For example:
Instead of “Buy this serum now,” users post “This is how I fixed my acne after 3 weeks.”
This soft-selling approach works perfectly for Malaysian consumers who prefer peer recommendations over hard marketing.
2.3 The Multilingual Advantage
Malaysia’s tri-language environment gives local creators a natural edge.
Posts that blend Mandarin + English captions perform 20–30% better because they attract both Malaysian Chinese and English-speaking audiences.
In fact, many successful Xiaohongshu influencers Malaysia now write trilingual posts to maximize reach.
3｜How Xiaohongshu Marketing Malaysia 2025 Works
Before brands rush to post, they need to understand how Xiaohongshu marketing Malaysia 2025 truly works — because this isn’t TikTok or Instagram.
Xiaohongshu is powered by UGC (user-generated content), trust, and community relevance, not flashy ads or trending audio.
3.1 Algorithm Logic: Interest + Engagement = Trust
The Xiaohongshu algorithm prioritizes content that:
Answers user search intent (“best café in KL”, “acne skincare routine”)
Feels authentic and experience-driven
Generates saves, comments, and shares
That’s why content with before-after photos, personal reviews, and step-by-step captions consistently rank higher in Malaysia’s feed.
3.2 What Kind of Content Performs in Malaysia
“Note-style” posts (photo carousels with storytelling captions)
Mini-vlogs (15–60 s daily-life clips)
UGC tutorials (“How I style this for work in KL”)
Comparison posts (“RM 30 vs RM 100 skincare test”)
Malaysian users love content that mixes aspiration + relatability — real people, real tone, but with good visuals.
3.3 The KOC Power
KOCs (Key Opinion Consumers) are regular users whose posts gain traction organically.
Many brands in Kuala Lumpur now seed 30–50 KOCs per campaign, each receiving free products instead of payment.
This creates an authentic posting wave, which the algorithm amplifies as “real user buzz.”
3.4 Conversion Path: From Post to Purchase
User searches a product keyword.
Sees trusted peer reviews.
Visits official brand account.
Clicks Shop Link / Mini Program.
Completes purchase → shares review.
💬 In Malaysia 2025, “scrolling Xiaohongshu” has quietly replaced “Googling reviews.”
4｜Influencer Marketing on Xiaohongshu Malaysia
If TikTok influencers sell excitement, Xiaohongshu influencers sell credibility.
They don’t just endorse — they demonstrate, explain, and emotionally connect with their followers.
4.1 Types of Influencers & Rates in Malaysia
| Type | Followers | Avg Rate / Campaign (RM) | Ideal For |
|---|---|---|---|
| KOC (Micro) | 2 k – 10 k | 300 – 800 | Product seeding & local SMEs |
| Mid-tier KOL | 10 k – 80 k | 1 000 – 4 000 | Brand storytelling & reviews |
| Macro KOL | 80 k + | 5 000 – 15 000 + | National campaigns & premium brands |
Average engagement rate (ER) on Xiaohongshu Malaysia 2025 sits around 7 – 10 %, higher than TikTok (4 – 6 %).
4.2 Selecting the Right KOL in KL
Language fit: bilingual (Mandarin + English) creators perform best.
Category fit: beauty > lifestyle > food > travel.
Audience location: 60 % KL / Selangor, 20 % Penang / Johor.
ER > followers rule: 5 k real fans + 10 % ER beats 50 k fake followers.
4.3 Collaboration Models 2025
Product Seeding + UGC Rights – send free items; repost creator content on brand page.
Paid Campaign + KOL Boost – sponsor post + amplify via RED ads.
Affiliate Links (Live Shop) – creator earns commission on sales.
Offline + Online Hybrid – invite KOL to store event then cross-post to TikTok.
4.4 Local Case Study – KL Beauty Startup
A Kuala Lumpur skincare startup partnered with 15 micro KOLs to launch a new serum.
Budget RM 7 500 (average RM 500 each)
Posts generated 180 k views + 2 200 saves
Drove 600 shop clicks → conversions worth RM 21 000
ROI ≈ 280 % within 6 weeks
Mini-Summary :
In 2025, influencer marketing on Xiaohongshu Malaysia isn’t about mass reach — it’s about authentic micro-narratives that spark trust and sales simultaneously.
5｜How to Open a Xiaohongshu Shop in Malaysia (Step-by-Step Guide)
As more Malaysian brands adopt Xiaohongshu marketing Malaysia 2025, opening a Xiaohongshu shop has become the next logical step — especially for those already selling on Shopee, TikTok Shop, or their own websites.
Setting up a shop allows you to monetize directly within RED (Xiaohongshu) and tap into China’s and Southeast Asia’s lifestyle audiences simultaneously.
Step 1: Check Eligibility
To open a Xiaohongshu shop Malaysia, you’ll need:
A registered business (SSM) or company certificate
A local or cross-border logistics partner
Valid bank account (Malaysian or international)
Product categories aligned with RED’s compliance policy (no restricted items like supplements or cosmetics without approval)
Step 2: Register on Xiaohongshu Merchant Platform
Go to the Xiaohongshu Merchant Center.
Choose “Cross-Border Seller” (for Malaysia-based sellers).
Fill in company & contact info.
Upload required documentation (SSM, ID, product list).
Wait for approval (2–5 working days).
💡 Pro Tip: Use a .com business email — approval speed is higher than Gmail.
Step 3: Set Up Payment & Logistics
Recommended payment partners: Alipay+, PingPong GlobalPay
Malaysia shipping: via J&T, NinjaVan, DHL eCommerce integrated partners
Choose “Ship to China & SEA” if you plan cross-border orders.
Step 4: Optimize Shop Content
Create 6–10 “Note Posts” per product (reviews, use cases, lifestyle demos).
Use bilingual captions (Mandarin + English) for Malaysia visibility.
Include hashtags like
#XiaohongshuMalaysia #小红书马来西亚 #生活方式推荐.
Step 5: Link with Influencers & Ads
Once your shop is live:
Partner with KOLs for product seeding.
Run in-app “Boost” ads to push visibility.
Track conversions via RED Business Dashboard.
🔍 AEO Tip: Add “how to open Xiaohongshu shop Malaysia” as a subheading or anchor text — Google often extracts it for AI Overview answers.
6｜Xiaohongshu Advertising Malaysia 2025: Paid Promotion & Budget
While organic content drives trust, paid ads drive scale — especially once your Xiaohongshu influencer Malaysia campaigns start gaining traction.
6.1 Ad Types Available in Malaysia (2025)
| Ad Type | Description | Use Case |
|---|---|---|
| Feed Ads (信息流广告) | Appear in user’s home feed | Best for awareness & product launch |
| Search Ads (搜索广告) | Show when users search keywords | Perfect for niche targeting (e.g., “acne skincare”) |
| KOL Boost (达人加热) | Amplify influencer posts with paid reach | Ideal for campaigns with strong ER |
| Top Banner / Discovery Ads | Premium placement on app homepage | Best for national campaigns |
6.2 Advertising Cost & Budget Recommendation
According to JustSimple Malaysia and UPT Marketing:
CPC (Cost per Click): RM 0.30 – RM 0.80
CPM (Cost per 1 000 views): RM 12 – RM 25
Minimum daily spend: RM 50
Suggested monthly SME budget: RM 3 000 – RM 10 000
📊 Comparison: Xiaohongshu’s ad cost per engagement is roughly 25% lower than TikTok, but conversion rate (save + share) is 40% higher due to audience trust.
6.3 Smart Budget Allocation for Malaysia SMEs
50 % on Feed + Search Ads → consistent visibility
30 % on KOL Boost → amplify top-performing influencer content
20 % on Testing & Retargeting → reach warm audiences
For new entrants, start with RM 1 500–RM 3 000 / month for 30 days to gather data, then scale based on CTR > 1.5 %.
6.4 ROI Expectation (Realistic Benchmarks 2025)
| Campaign Type | Average ROI | Notes |
|---|---|---|
| Organic + KOL | 200 – 300 % | 4–6 week result window |
| Ads Only | 120 – 180 % | brand awareness campaigns |
| Hybrid (KOL + Ads + Shop) | 300 – 450 % | full-funnel strategy by agencies like Inno Visual Media |
💬 Key takeaway: The strongest ROI comes from blending authentic influencer content + paid ads + shop integration, rather than treating them separately.
7｜Case Studies: Malaysian Brands Winning on Xiaohongshu
Case 1: Cheras Skincare Brand – Building Trust Through Micro KOLs
Challenge: Struggled with low engagement on TikTok ads.
Strategy: Partnered with 10 micro-influencers (5k–15k followers) to post skincare routines on Xiaohongshu Malaysia 2025.
Result: 200 k organic views, 1 800 saves, and RM 18 000 in direct shop sales within six weeks.
Lesson: Trust and repetition outperform flashy ads—authenticity sells.
Case 2: Bangsar Café – From Local Hangout to Lifestyle Destination
Challenge: Needed to attract new customers beyond walk-ins.
Strategy: Invited 15 KOCs to share their experience with the café’s ambience and desserts; boosted top posts with ads.
Result: 400 k impressions, 25% growth in weekday visits, and a 3× increase in Google Map searches.
Lesson: Experience-focused UGC drives real-world foot traffic.
Case 3: KL Fashion Label – Cross-Platform Momentum
Challenge: Wanted to connect Xiaohongshu visibility with TikTok Shop conversions.
Strategy: Posted styling videos on both platforms; linked each Xiaohongshu “Note” to TikTok Shop product pages.
Result: 310 k views on Xiaohongshu + 1 200 orders on TikTok Shop = ROI 340 %.
Lesson: Cross-posting amplifies discoverability and conversion when content language and tone stay consistent.
8｜FAQ: Xiaohongshu Malaysia 2025
Q1. What is Xiaohongshu marketing Malaysia?
Q2. How can Malaysian brands open a Xiaohongshu shop?
Q3. How much do Xiaohongshu influencers in Malaysia charge?
Q4. What kind of content performs best?
Q5. Is Xiaohongshu suitable for English or Malay audiences?
Q6. How much should I budget for Xiaohongshu ads?
Q7. How long does it take to see ROI?
Q8. Can B2B or service brands use Xiaohongshu Malaysia?
Q9. What’s the biggest mistake brands make?
Q10. Why work with a Xiaohongshu agency in Malaysia?
9｜Conclusion
Xiaohongshu Malaysia 2025 isn’t just another social app — it’s Malaysia’s trust-based commerce channel where stories sell and influence converts into income.
For Malaysian brands, now is the time to:
✅ Build your Xiaohongshu presence
✅ Collaborate with real creators
✅ Launch your own in-app shop
✅ Turn authentic stories into measurable ROI
At Inno Visual Media, we help you do all of that — from content strategy to influencer negotiation and cross-platform ads that convert.
📍 Inno Visual Media
N-28-1, N-28, 2, Jalan 3/93a, Warisan Cityview, 56100 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia
📞 Phone/WhatsApp: CLICK NOW
⏰ Opening Hours: Mon–Fri, 10:00 AM – 7:00 PM
👉 Contact us on WhatsApp now for a free Xiaohongshu marketing audit today.
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