FairPrice Group has partnered with agency Prizm Group to overhaul its marketing on Xiaohongshu, shifting resources away from broadcast advertisements toward search-indexed consumer guides.
The push targets a domestic audience where Chinese residents make up 73.9 per cent of Singapore’s resident population, alongside mainland Chinese visitors who generated S$3.68 billion in tourism receipts during the first nine months of 2025.
Shifting from Social Feeds to Search Queries
Xiaohongshu, operated internationally as RedNote, functions across Southeast Asia primarily as a product search engine rather than a passive social feed. Users search the platform for purchasing advice, store guides and product comparisons before transacting in physical outlets or on digital storefronts.
For retailers, the operational change requires building content around high-frequency search keywords rather than conventional brand campaigns. Agency data from Prizm Group shows that organic saves serve as the primary performance benchmark on the platform, indicating intent to retrieve product information inside a supermarket aisle.
Localising Terminology for Regional Shoppers
Campaign assets developed for FairPrice include bilingual grocery guides designed to resolve naming disparities between Southeast Asian and mainland Chinese retail packaging. A visual reference guide for fresh pork cuts mapped regional Singaporean retail labels against terms used by shoppers from mainland China.
A related campaign targeting office workers with breakfast recipes generated 1,453 organic saves against 1,591 likes, demonstrating higher retention than standard social engagement formats. FairPrice also introduced closed user group chats on the platform to distribute promotional vouchers without diluting standard search feeds.
Regional Reach Across Southeast Asian Markets
The platform’s user base extends across neighbouring Malaysia, where the Chinese community accounts for 22.2 per cent of citizens, representing nearly seven million consumers. Xiaohongshu recorded more than 2.5 million active Malaysian users in 2023, establishing the country as the platform’s second-largest user base outside mainland China after Taiwan.
Retail operators running regional supply chains across the Singapore-Malaysia corridor face three distinct consumer tiers on a single application: local citizens, resident expatriates and incoming tourists. Marketing assets created for domestic Singaporean shoppers frequently fail with mainland tourists due to differences in product nomenclature and payment preferences.
Search Indexing Over Brand Broadcasts
Mainland China delivered 3.1 million visitor arrivals to Singapore in 2025, regaining its position as the city-state’s top international travel source. Department of Statistics data indicates that inbound spending from these travellers concentrates heavily in grocery, personal care and specialty food categories.
Retailers operating physical store networks in the region are now tracking keyword volumes on lifestyle platforms alongside traditional Google search rankings to protect footfall against cross-border e-commerce alternatives.
