Xiaohongshu Marketing: How Singapore Brands Can Grow on RedNote (2026)

Xiaohongshu, also known as RedNote or XHS, is where many Chinese-speaking consumers go to decide what to buy, where to eat and what to do. People search it the way others search Google, then save detailed notes from real users before they spend. For Singapore brands in F&B, beauty, education, retail, property and tourism, that makes it a discovery channel worth taking seriously. This guide covers who you can reach, how to set up a business account, how content and search work on the platform, the paid options, the rules that get accounts restricted, and how to measure results.

Quick answer: To market on Xiaohongshu as a Singapore brand, verify a professional (business) account, publish helpful notes in Simplified Chinese that answer what people search for, optimise titles, cover images and keywords for in-app search, work with KOLs and KOCs through proper, disclosed collaborations, and use paid tools such as Juguang (聚光) ads or post boosting to scale what already works. Follow the platform’s rules closely: no external links or contact details in your profile, no undisclosed paid posts and no absolute claims. Measure saves, comments, search visibility and enquiries rather than likes alone.

New to the platform? Start with our overview of what Xiaohongshu is, then come back to this guide for the marketing steps.

Why Xiaohongshu matters for Singapore brands

• It is a search engine for lifestyle decisions. Users type questions like “Singapore brunch recommendations” or “best facial in Singapore” and browse notes before choosing.
• The audience is in Singapore as well as China. Marketing-Interactive reported in June 2025 a combined 4.3 million Xiaohongshu users across Singapore and Malaysia, with Singapore’s user base growing faster than Malaysia’s over the previous year.
• Content lasts. A useful note can keep appearing in search results for months, unlike a social post that disappears from feeds within a day.
• Trust comes from real experiences. Detailed reviews, photos and honest pros and cons carry more weight than polished ads.

Who you can reach from Singapore:

Which businesses benefit most

Step 1: Set up and verify a business account

A personal account is fine for learning the platform, but a brand should use a verified professional account (often called an enterprise or “Blue V” account). Verification gives you an official badge, business tools and access to commercial features such as ads and collaborations.

What overseas companies are commonly asked to provide: – Business registration document (for a Singapore company, your ACRA business profile), with a certified Chinese translation where required – Trademark registration certificate, if your brand name is trademarked – ID or passport of the authorised representative – A signed application letter – A phone number that can receive verification codes

Typical costs and timing: agencies and guides commonly report an annual verification fee of about CNY 600 and a review period of around one to two weeks. Requirements change, so confirm the current documents and fee inside the app before you apply.

Set up the profile properly: – Name: your brand name, without superlatives such as “best” or “No. 1” – Bio: what you offer, in Chinese, with your Singapore location – Avatar and cover: clear logo and brand visuals – No external links, WhatsApp numbers or website addresses in the bio. The platform treats these as diverting traffic away from the app.

Step 2: Understand how discovery works

Content on Xiaohongshu is found in two main ways:

Saves (收藏) and comments are strong signals because they show a note was useful. A note that people bookmark to use later tends to keep performing.

Step 3: Create notes that people save

Anatomy of a strong note

Content ideas that suit Singapore brands

• Guides: “First-timer’s guide to Singapore hawker food”, “How to choose a tuition centre in Singapore”
• Lists: “7 brunch spots near Orchard”, “Budget-friendly facial treatments in Singapore”
• Honest reviews and comparisons: services, products or packages side by side
• Behind the scenes: how a dish is made, how a clinic sterilises equipment, how a product is packed
• Practical local knowledge: transport, pricing and booking tips that visitors and new residents need

Localise properly

• Use Simplified Chinese as the main language, with Singapore place names written the way users search them.
• Show prices in SGD and explain how to book or visit.
• Mention nearby MRT stations and landmarks, which users rely on when planning.
• Keep your brand voice friendly and first-person. Xiaohongshu rewards notes that read like advice from a person, not a brochure.

Step 4: Optimise for Xiaohongshu search

Treat the platform like a search engine:

1. Research keywords in the app. Type your category into the search bar and note the suggested searches and related terms.
2. Study the top notes for those searches: titles, cover styles, length and angles.
3. Put the main keyword in the title and early in the text, then use related terms naturally.
4. Build a set of notes around one topic rather than posting random content, so your account becomes relevant for that subject.
5. Refresh winning topics with updated notes when prices, menus or offers change.

Step 5: Work with KOLs and KOCs

Many brands combine a few KOLs for reach with a larger number of KOCs so that searches for their category show several genuine-looking reviews.

Do it the compliant way. Xiaohongshu’s official creator collaboration platform is Pugongying (蒲公英). Access for overseas brands usually requires a China-registered entity or an authorised agency partner. Paid collaborations must be disclosed. Undeclared paid posts, fake reviews and coordinated fake question-and-answer threads can lead to reduced visibility or account penalties.

Choosing creators: – Check that their followers match your audience, for example Singapore-based users rather than only mainland followers – Look at saves and comments, not just follower counts – Ask for past collaboration results and examples – Give a clear brief, but let them write in their own voice

Step 6: Use paid options to scale

Paid tools work best when you already have notes that perform organically.

What to know before you budget: – Juguang requires a verified professional account. Overseas brands can register as an overseas entity or work through an authorised agency that opens and bills the account for them. – Agencies commonly report an initial prepayment of around CNY 10,000 for a standard Juguang account, with lower entry points for boosting tools. Minimums and eligibility vary by industry and account type, so confirm before planning. – Many practitioners use a “KFS” approach: KOL and KOC content, Feed ads to spread the best notes, and Search ads to capture people searching for the category.

Step 7: Follow the rules

Xiaohongshu tightened enforcement in 2026. The most common reasons brand accounts get restricted:

For Singapore healthcare and aesthetics providers, also keep local advertising rules in mind. Singapore’s rules on healthcare advertising and testimonials still apply to what you publish, wherever you publish it.

Step 8: Measure what matters

A simple way to track offline impact: ask staff to record when customers say they found you on Xiaohongshu, or offer an in-store greeting phrase that users mention at checkout.

A 90-day starter plan

Common mistakes

• Translating English social posts word for word instead of writing native notes
• Posting brochure-style ads that users scroll past
• Adding WhatsApp numbers or links and getting notes limited
• Chasing follower counts instead of saves, search visibility and enquiries
• Buying fake engagement, which risks penalties and wastes budget
• Giving up after a few weeks, before notes have time to build search visibility

Frequently asked questions

What is Xiaohongshu marketing?

It is promoting a brand on Xiaohongshu (RedNote) through helpful notes, in-app search optimisation, creator collaborations and paid tools such as Juguang ads, to reach consumers who use the platform to research purchases and experiences.

Can a Singapore company open a Xiaohongshu business account?

Yes. Overseas companies can apply for a verified professional account using their business registration documents, usually with a certified Chinese translation, plus representative ID and supporting documents. Check the current requirements in the app before applying.

How much does Xiaohongshu verification cost?

Guides and agencies commonly report an annual verification fee of around CNY 600. Fees and requirements can change, so confirm inside the app.

Can I advertise on Xiaohongshu from Singapore?

Yes, with a verified professional account. Overseas brands can open a Juguang ads account as an overseas entity or through an authorised agency. Minimum prepayments and eligibility vary by industry.

Can I put my website or WhatsApp number on Xiaohongshu?

No. External links and contact details in profiles and notes are treated as traffic diversion and can get your content limited. Use the platform’s own messaging and tools instead.

Should I post in English or Chinese?

Mainly Simplified Chinese, because that is how most users search. English can support notes aimed at bilingual Singaporean audiences, but Chinese titles and keywords matter for discovery.

How long does Xiaohongshu marketing take to work?

Expect a few months of consistent posting before notes build search visibility. Paid boosting and ads can speed up reach once you know which content performs.

Grow your brand on Xiaohongshu

Xiaohongshu rewards brands that publish genuinely useful content, follow the rules and stay consistent. If you want help planning content, running ads and connecting RedNote to the rest of your marketing, talk to MediaPlus Digital. Explore our social media advertising and social media marketing services, and see our guides to social commerce in Singapore and social media marketing for F&B.