XHS Malaysia: How Brands Are Winning on XiaoHongShu in 2025

So, you've been hearing this buzz about XHS Malaysia, and you're wondering… what's the hype? Is it just another social media platform? Is it a shopping app? A blog? A new TikTok clone?

Well, it's kind of all that… and a lot more.

If you're in the digital marketing space, especially here in Malaysia, you'll want to keep your eyes on this one. In this post, we're going to break down what XHS is, why it's blowing up in Malaysia, and more importantly—how brands (big and small) are already using it to drive crazy engagement and real sales.

Let's dive into the Little Red Book and see what the fuss is all about.

First Off, What Even Is XHS?

Alright, XHS stands for XiaoHongShu, which literally means "Little Red Book" in Chinese. It started in China as a place for users to share shopping experiences, product reviews, and lifestyle tips—mostly around fashion, skincare, food, and travel.

Fast forward to 2025, and XHS has turned into a mega social commerce platform. Think of it as Pinterest + Instagram + Google Reviews had a baby... but with aesthetics on point and the vibe way more authentic.

What makes it unique is how much people actually trust what they see on there. That's because the content is mostly user-generated and way less "salesy" compared to other platforms.

Now here's the kicker: XHS is picking up serious traction in Malaysia, especially among Gen Z and millennials who are into lifestyle content, product reviews, and—let's be honest—soft launching their latest skincare obsessions.

What's Happening with XHS in Malaysia?

Searches for XHS Malaysia are going up. We're seeing more Malaysian users joining the platform—not just to browse, but to create, share, review, and buy.

It's especially catching on with:

• Chinese-speaking Malaysians
• Digital marketers looking for new traffic sources
• Lifestyle and beauty influencers
• Local SMEs in fashion, F&B, wellness, and skincare

This isn't just a place to scroll for fun. People actually go on XHS to look for recommendations. They're typing in stuff like:

• "Best cafes in KL"
• "Minimalist OOTD Malaysia"
• "Skincare for oily skin"
• "Hidden gems in Penang"

This is where the magic happens for marketers. When your brand shows up in these searches organically… you're in business.

How Malaysian Brands Are Winning on XHS Right Now

Let's get into the juicy part: how brands are using XHS Malaysia to grow.

1. Influencer Marketing, But Make It Real

If you've been burned by generic influencer campaigns on Instagram before, this will be a breath of fresh air.

On XHS, influencer marketing is all about authenticity. No hard-selling, no over-polished ads. Just real people sharing real experiences. A lot of content feels like a friend sharing their latest product discovery with you—casual, honest, and hella relatable.

In fact, influencer marketing in Malaysia is slowly shifting in this direction, and XHS is leading the way.

2. Search-Driven Content That Ranks (Yes, Like SEO)

Here's something most people don't realize: XHS functions like a search engine.

You can literally optimize your content for keywords. Yep, it's social media meets SEO.

So instead of just posting something cute and hoping it goes viral, you can actually rank for long-tail phrases like:

• "Sensitive skin serum Malaysia"
• "Muslim-friendly sunscreen review"
• "Best budget cafes Penang"

It's a goldmine for brands who understand how to play the content game.

3. UGC That Doesn't Feel Forced

User-generated content is king on XHS. But here's the thing—it has to be real, raw, and relatable.

What works:

• Reviews written like journal entries
• Unfiltered "before and after" skincare routines
• Travel recaps with honest pros and cons
• Aesthetic food shots with cheeky captions

If it looks like a glossy ad, people scroll past. If it looks like your bestie wrote it? Jackpot.

4. Community First, Sales Later

If you want to win on XHS Malaysia, don't go in guns blazing with promos and discount codes.

Instead, think value first: What will make someone save your post? Share it with a friend? Comment?

The brands that do well are building communities, not just chasing conversions.

And the cool part? Conversions still come—they just happen naturally when you build trust through content.

Who Should Be on XHS in Malaysia?

Okay, not every brand needs to jump on every platform. So how do you know if XiaoHongShu marketing is right for you?

It's probably a good fit if:

✅ You're targeting Gen Z / millennials
✅ You serve a lifestyle-focused niche
✅ Your brand is strong in beauty, fashion, wellness, food, or travel
✅ You have some presence among Chinese-speaking Malaysians
✅ You're willing to invest in long-term content and community building

If that's you—then yes, you should absolutely be looking at XHS Malaysia as part of your 2025 digital strategy.

How to Get Started on XHS (Without Losing Your Mind)

Here's your beginner-friendly game plan:

✅ Step 1: Start Browsing Like a User

Download the app and search for your niche. What kind of content is performing? What hashtags are trending? Who are the top creators?

✅ Step 2: Decide How to Show Up

You can either:

• Create a brand account and start posting
• Partner with KOLs (influencers) for sponsored posts
• Do both

A lot of smaller brands start with influencer collabs before building their own presence.

✅ Step 3: Create Content That Hits

Use this formula:

• Hook: A catchy headline or question
• Story: Personal experience or relatable journey
• Value: Tips, reviews, lessons learned
• Call to Action: Ask for saves, shares, or comments

Throw in a few local slang words, aesthetic visuals, and relevant hashtags… and you're good to go.

Real Example: A Skincare Brand That Got It Right

There's this small Malaysian skincare label that launched a sensitive skin cleanser. Instead of running Facebook ads, they worked with 8 micro-influencers on XHS.

Each influencer posted:

• A "week in my skin" diary
• Before/after photos
• Honest reviews (including what they didn't like)

Within 2 months, the brand was ranking for terms like "敏感肌 洗面奶推荐" and "acne cleanser Malaysia" on XHS search.

End result? A 38% increase in sales from Shopee traffic… and they didn't spend a cent on paid ads.

Now that's what we call smart XiaoHongShu marketing.

Final Thoughts: XHS Malaysia Is Just Getting Started

If you're looking to get ahead in digital marketing this year, XHS Malaysia is worth your time. It's still relatively early, and brands that move now will get first-mover advantage.

With the right content, voice, and strategy, you can grow your brand organically—and build an audience that actually cares.

So don't sleep on this. If you're a business owner, a marketer, or even just curious—now's the perfect time to test the waters.

Ready to Launch on XHS?

We help brands create authentic, search-friendly, community-driven content for XHS Malaysia. If you're curious, reach out to Legency—we'll help you build a strategy that actually makes sense (no fluff, just results)