As XiaoHongShu (XHS/RED) rapidly evolves into one of Asia’s most influential social discovery and cross-border lifestyle platforms, brands across ASEAN and Greater China are increasingly looking to strengthen their presence and marketing strategies on the platform. Particularly dominant among Gen Z and Millennial consumers, XHS is reshaping how users discover brands, research products, engage with trends, and make purchasing decisions across beauty, travel, luxury, FMCG, retail, finance, and lifestyle sectors.

This intensive masterclass, Mastering XiaoHongShu to Accelerate Chinese Outreach in APAC & Greater China, is designed to help marketing and brand teams better understand how XHS functions as both a social content ecosystem and a high-intent discovery platform for Chinese-speaking and increasingly multilingual audiences across Singapore, Malaysia, Hong Kong, Taiwan, and Greater China.

Participants will gain practical insights into XHS content strategies, platform algorithms, social discovery behaviours, influencer ecosystems, brand storytelling, and cross-border consumer engagement trends shaping the future of digital marketing in Asia. The programme focuses on helping organisations build practical XHS marketing playbooks that drive stronger visibility, engagement, and brand relevance across regional markets.

• Provide storytelling framework or toolkit for campaigns across owned, earned, paid and social media.
• “Workshop” an existing project to ideate ideas or develop a national or regional social media marketing playbook
• Enhance participants’ knowledge of new tactics in paid and organic search and social advertising in XHS with case studies from Asia
• Improve understanding and expertise of integrated brand storytelling across owned/brand, earned/PR and offline stores
• Strategise end user story arcs or narratives to leverage on different audience profiles, behaviour, service and product consumption patterns
• Develop new and innovative brand/customer personas to drive new campaigns, brands or product launches
• Leverage on new digital media habits of millennial and Gen Z consumers for campaigns in Singapore, Malaysia, Hong Kong, Macao and Taiwan
• Learn to “storify” current content, service or products for new campaigns

LOOKING FOR SOMETHING MORE BESPOKE?

This masterclass can also be customised into an in-house training programme tailored to your organisation’s products, target audiences, regional expansion priorities and cross-border marketing goals across ASEAN and Greater China.

The in-house format allows teams to work directly on actual campaigns, brand positioning, XHS content strategies, social discovery planning, influencer ecosystems and market-specific consumer engagement approaches relevant to their business objectives.

This is particularly valuable for organisations looking to:

• Strengthen XHS and cross-border social commerce capabilities internally
• Develop market-specific strategies for Singapore, Malaysia, Hong Kong, Taiwan and Greater China
• Better engage Chinese-speaking Millennial and Gen Z audiences across Asia
• Improve organic brand discovery, search visibility and community engagement on XHS
• Build stronger brand storytelling and lifestyle-driven content strategies
• Align regional marketing, ecommerce, PR and content teams on a unified XHS strategy
• Reduce reliance on external agencies through hands-on capability building and internal playbook development

Workshops can also incorporate live brand audits, competitor analysis, campaign ideation, influencer strategy planning, and hands-on exercises using actual company products, launches, and regional market priorities.

Get in touch with the team today and we will get you sorted.