KUALA LUMPUR, Sept 24 — If you are Chinese Malaysian and fluent in Mandarin, chances are you have a Xiaohongshu account. According to Xiaohongshu’s official data as of February 2023, there are more than 2.5 million Xiaohongshu users in Malaysia, which is the second highest country outside of China after Taiwan.
By rough calculation, that would mean over 36.7 per cent of Malaysia’s overall ethnic Chinese population of 6.8 million are registered Xiaohongshu users.
Dubbed China’s answer to Instagram — which is blocked by Chinese regulators — and serving as a product search engine, Xiaohongshu boasts roughly 312 million monthly active users in 2023, making it the fastest-growing social media platform in China. At present, the platform serves as a go-to space for user-generated content, digital community-building and word-of-mouth advertising. So wait.
.. tell us more about Xiaohongshu Xiaohongshu, which translates to “Little Red Book” — not to be confused with Chairman Mao Zedong’s famous text which shares the same name — is commonly referred to as XHS in the local Malaysian context.
Founded in Shanghai by Miranda Qu and Charlwin Mao back in 2013, the early iteration of the app functioned as an online guide for users to review products and share their shopping experiences with the community. Its early focus on fashion and beauty trends saw its user base of over 90 per cent predominantly made up of urban, young and highly-educated women in its early years. Whi.