2025 Xiaohongshu (REDnote) Marketing Guide for Hong Kong — Reaching Mainland and Local Tourist Markets
- Captivate
- Nov 21, 2025
- 3 min read
1. Precisely Target Core Audiences
For Hong Kong businesses, the main audiences on Xiaohongshu are Mainland consumers looking to buy Hong Kong products and Mainland travelers planning a Hong Kong trip—both extremely active user groups on the platform.
Search volume for topics such as “Hong Kong beauty products” and “HK-version formula” continues to rise in 2025 due to more convenient cross-border shopping. For example, a Hong Kong drugstore brand invited a Hong Kong-based Mainland influencer to film a “counter shopping vlog,” and the comments were filled with “please share the link,” directly tapping into real customer demand.
On the tourism side, travel interest is climbing again in 2025, and checking Hong Kong travel guides on Xiaohongshu has become a habit among young visitors. A Hong Kong shopping mall collaborated with a travel influencer to produce a “shopping & dining guide,” highlighting must-visit spots and promotions. Many tourists brought the influencer’s notes to the mall—far more efficient than traditional broad-reach advertising.
2. Authentic Influencer Content Builds Trust
One major challenge for Hong Kong brands entering the Mainland market is convincing consumers that their products are authentic and reliable. Brand self-claims often lack credibility, but influencer “real experience sharing” on Xiaohongshu solves this easily.
A Hong Kong jewelry brand, for instance, invited a local influencer for an in-store review. The influencer showcased pieces while saying, “I bought this myself; it comes with an official invoice and nationwide warranty,” and even displayed the authentication certificate. This friend-like recommendation is far more reassuring than official messaging.
The same applies to Hong Kong F&B brands. A cha chaan teng invited a local influencer to film a food review—roast goose and pineapple buns paired with the caption “a spot locals love.” This feels more convincing to tourists than any promotional slogan, giving the impression of being authentically “approved by locals.”
3. Flexible and Manageable Promotion Costs
Many Hong Kong SMEs worry that influencer marketing is expensive, but Xiaohongshu offers flexible options across all budget levels. You don’t need a large initial investment.
For emerging niche brands in Hong Kong, even a small budget can generate early exposure and attract a first wave of customers, with room to scale later.
4. Directly Drive Customer Conversions
Traditional advertising often stops at awareness, failing to trigger immediate action. Xiaohongshu influencer marketing, however, bridges the gap from “see → act.”
A Hong Kong insurance consultant engaged a finance influencer to produce a “How to apply for insurance in Hong Kong” guide. The post included a “Book Consultation” link, allowing interested users to submit forms instantly—many customers booked right after reading. With Xiaohongshu optimizing its “Local Services” feature in 2025, restaurants and malls can now add buttons like “Reserve” or “Claim Coupon” directly in the post, enabling visitors to take action in one click.
5. Build Long-Term Brand Reputation
Sustainable growth requires more than short-term sales; brands need lasting visibility and trust. Xiaohongshu’s “content accumulation” mechanic makes this possible—once published, influencer posts stay on the platform long-term and appear in search results.
For Hong Kong companies, Xiaohongshu influencer marketing in 2025 is not a question of whether to do it, but how to start. You don’t need complex technology—just partner with the right influencers and let authentic content resonate with users. This approach aligns with demand, builds trust, and ultimately drives consumption.
Whether your goal is to enter the Mainland market or attract Mainland tourists to Hong Kong, this strategy helps you avoid detours. A professional influencer collaboration plan makes promotion more efficient and reduces costly mistakes, playing a critical role in long-term brand development.
Learn more on our website:
Or contact us directly:
Email: info@captivatemkt.com WeChat ID: nickcaptivate
Comments