Xiaohongshu, a popular Chinese social media app, is reshaping the tourism landscape in Malaysia, boasting over 2.5 million users in the country. This makes Malaysia the second-largest market for the app outside of China and Taiwan. Predominantly used by young women aged 18 to 35, Xiaohongshu represents over one-third of Malaysia's ethnic Chinese population. Launched in 2013 by Miranda Qu and Charlwin Mao, the app combines features of Instagram, Pinterest, and Amazon, allowing users to share experiences and recommendations [3b69f6f5].
User-generated content on Xiaohongshu is trusted more than traditional advertisements, according to Emily Ng, a marketing expert. This trust has led to a shift in travel preferences among Chinese tourists, who are increasingly favoring independent exploration over guided tours. The influence of Xiaohongshu has been significant, with posts promoting Malaysian culture and cuisine to a global audience [3b69f6f5].
Interestingly, the Maybank branch in Kota Kinabalu has become a tourist attraction in its own right, showcasing the app's impact on local tourism. As of August 2024, Malaysia recorded over 2.29 million Chinese tourist arrivals, marking a 160% increase from the previous year. Chinese nationals now make up nearly 45% of the 56,000 active Malaysia My Second Home (MM2H) pass holders, highlighting a growing trend of long-term stays by Chinese nationals [3b69f6f5].
Despite the positive influence of Xiaohongshu on tourism, rising anti-China sentiment among the Malay majority poses challenges. This sentiment has been fueled by territorial disputes and cultural tensions, complicating the relationship between local communities and Chinese tourists. Nonetheless, Xiaohongshu continues to play a pivotal role in bridging cultural connections and promoting Malaysia as a travel destination [3b69f6f5].