Malaysia's Strategic Play:
Tourism Malaysia Leverages Xiaohongshu to Boost 2026 Arrivals
8 September 2025
In a strategic move to capture the attention of one of the world’s most influential travel demographics, Tourism Malaysia has officially partnered with REDBOOK Holdings, the parent company of China’s premier lifestyle platform, Xiaohongshu. The memorandum of collaboration (MoC), signed in Shanghai on 28 May, marks a pivotal step in promoting Malaysia to Chinese travellers in the lead-up to Visit Malaysia 2026 (VM2026).
Often seen as “China’s Instagram,” Xiaohongshu boasts over 300 million monthly active users and plays a defining role in shaping consumer travel preferences, particularly among younger demographics. By establishing an official presence on the platform, Tourism Malaysia aims to leverage this reach through immersive storytelling, digital campaigns, and culturally resonant content.
As part of the agreement, Tourism Malaysia’s official Xiaohongshu account will feature content spanning all 13 Malaysian states, offering users a curated glimpse into the country’s diverse offerings. The partnership also includes joint digital and offline activations, as well as data-driven analytics to monitor public sentiment and better understand the evolving preferences of Chinese tourists.
A Platform That Shapes Decisions
“Malaysia has consistently ranked among the most searched and discussed destinations on Xiaohongshu,” said Manoharan Periasamy, Director General of Tourism Malaysia. “We are excited to formalise this collaboration. China continues to be one of our most important source markets, and this move reflects our commitment to sharing genuine, compelling stories with Chinese audiences.”
Qianyue, General Manager of Xiaohongshu Global Business Solutions, welcomed the collaboration as a natural fit. “Malaysia’s cultural depth, natural beauty, and culinary richness have long inspired our users,” she was quoted as saying. “Through our ‘Discover-Plan-Experience’ content ecosystem, we hope to position Malaysia as a top-of-mind destination and help travellers uncover The Beauty of Malaysia in the lead-up to VM2026.”
The New Standard for Capturing the Chinese Market
The agreement is part of Malaysia’s wider push to modernise its tourism marketing through digital channels. As outlined in the release, VM2026 will spotlight the country’s cultural diversity and sustainability efforts, while also contributing to the broader Indonesia-Malaysia-Thailand growth triangle initiative running from 2023 to 2025.
But beyond its immediate goals, this partnership offers a glimpse into how global destinations can successfully connect with Chinese travellers in today’s digital age. Xiaohongshu has evolved far beyond a social platform, it now serves as a primary research tool for millions of consumers making travel and lifestyle decisions. For international brands and tourism boards, establishing a credible presence on the platform has become a strategic necessity. By embedding itself in this ecosystem, Malaysia is shaping its image where it matters most, at the very point of discovery and planning.
A First Step in a Larger Shift
Interestingly, this collaboration also signals a potential shift in the digital landscape. While Chinese social media platforms have long been essential for reaching audiences within China, their expansion overseas has been more measured. This MoC with a national tourism body like Tourism Malaysia could be viewed as a significant first step for platforms like Xiaohongshu to extend their influence beyond the Chinese diaspora and into the broader international arena. It showcases how these platforms can serve as a bridge, not just for bringing Chinese tourists out into the world, but eventually for facilitating a two-way exchange of cultural and commercial influence. As Xiaohongshu builds credibility and operational muscle through such high-profile international partnerships, it paves the way for other Chinese platforms to follow suit, potentially reshaping how global tourism and commerce are marketed in the years to come.
The Xiaohongshu deal is the latest in a series of high-profile collaborations for Tourism Malaysia. Earlier this month, the organisation announced a two-year partnership with global travel platform Agoda, aimed at elevating Malaysia’s profile through targeted digital campaigns and knowledge-sharing initiatives focused on traveller behaviour and sustainable tourism.
With these partnerships, Tourism Malaysia is doubling down on cross-border digital engagement, positioning the country as a trusted, dynamic, and highly desirable destination for Chinese travellers, and the world.