The IADS invited Xiaohongshu, internationally recognised as Red Note, to present at the 2025 General Assembly held in Hong Kong. Xiaohongshu, now a key platform for brands navigating access to Chinese consumers, originated as a response to the needs of outbound Chinese tourists. When visiting Hong Kong, the founder realised that Chinese tourists were unaware of local purchase limits at the Apple Store, which led to the creation of seven region-specific PDF guides. Xiaohongshu evolved to include shopping tips, beauty advice and lifestyle inspiration. Today, the platform is a defining touchpoint for Chinese consumers, especially those travelling abroad, and the overseas Chinese population.

This text is a synthesised version of Xiaohongshu’s presentation, which provided an overview of the platform’s strategy, distinctive characteristics, and key user insights. They also explored how international brands can build a presence on the platform and harness user data to reach Chinese consumers across demographics. Confidential information including the Q/A section, only available to IADS members in the meeting recap on the IADS website, has been omitted from this article.

IADS Exclusive: Unlocking Chinese consumer trends via Xiaohongshu

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