Xiaohongshu, a Chinese app known as “Little Red Book,” is gaining popularity in Malaysia as it reshapes how young Mandarin-speaking Malaysians connect with their culture and the world around them. With over 2.5 million users, Malaysia is the second-largest market for the app outside of mainland China and Taiwan.
The app allows users to share food discoveries, travel tips, and more, attracting a user base predominantly made up of young women aged 18 to 35. A recent study from Malaysia’s Universiti Tunku Abdul Rahman found that this demographic represents over one-third of the country’s ethnic Chinese population.
Launched in 2013 in Shanghai, Xiaohongshu combines features of Instagram, Pinterest, consumer forums, and Amazon to create a unique online community where user-generated content is highly valued. Users appreciate the genuine reviews and trust the platform more than traditional advertising, finding the content to be more relatable and trustworthy.
University student Emily Ng expressed her trust in Xiaohongshu, stating, “The reviews feel genuine. I trust it more than what I see on Instagram ads.” The app’s ability to provide user-created content that feels authentic and relatable has contributed to its growing success in Malaysia and beyond.
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