As TikTok continues its meteoric rise towards global domination, another Chinese app is quietly capturing attention in Malaysia.
Xiaohongshu – or “Little Red Book” – may have its roots in e-commerce, but it is reshaping how young, Mandarin-speaking Malaysians connect with both their roots and the broader world.
With more than 2.5 million users, the Southeast Asian nation has become the second-largest market for Xiaohongshu outside mainland China and Taiwan. The app allows users to share everything from food discoveries to travel tips.
Its user base is predominantly made up of young women aged 18 to 35, representing more than one-third of the country’s ethnic Chinese population, according to a recent study from Malaysia’s Universiti Tunku Abdul Rahman.
Launched in 2013 by entrepreneurs Miranda Qu and Charlwin Mao in Shanghai, Xiaohongshu combines the visual appeal of Instagram, the inspirational flair of Pinterest, consumer forums’ detailed reviews and the convenience of Amazon. This unique blend has created a vibrant online community where user-generated content reigns supreme.
The reviews feel genuine. I trust it more than what I see on Instagram ads
“The reviews feel genuine. I trust it more than what I see on Instagram ads,” said university student Emily Ng, adding that the app’s user-created content offers a more relatable connection than traditional advertising methods.