CHINESE lifestyle platform Xiaohongshu is working with the Malaysia-China Chamber of Commerce (MCCC) to help Malaysian businesses better engage Chinese consumers, particularly as outbound tourism from China continues to recover.
The initiative, held through the “Xiaohongshu Malaysia Chinese Business Growth Summit”, saw engagement sessions conducted in Kuala Lumpur, Negeri Sembilan and Melaka, bringing together more than 300 entrepreneurs, tourism industry players and representatives from small and medium-sized enterprises (SMEs).
The discussions focused on changing travel behaviour among Chinese tourists, digital marketing strategies and opportunities for Malaysian brands to build stronger visibility among Chinese audiences.
The Kuala Lumpur session, held on June 27 and hosted by MCCC with support from the Malaysia Digital Economy Corporation (MDEC), featured representatives from the digital economy, manufacturing, retail and services sectors.
During the session, Xiaohongshu Commercial Cross-border Asia & Middle East regional head Dodo Kwong said content platforms were increasingly becoming important channels for brands seeking to connect with consumers.
He said Xiaohongshu’s commercial ecosystem could help Malaysian and ASEAN brands reach targeted audiences by leveraging consumer interests and digital engagement.
A representative from UFRIEND MEDIA also shared examples of Malaysian brands using Xiaohongshu to strengthen their market presence, while participants explored possible collaborations during networking sessions.
The Negeri Sembilan session shifted focus towards tourism, with state executive councillor for Tourism, Arts and Culture YB Nicole Tan Lee Koon among those attending.
Participants discussed opportunities for Malaysian tourism operators to better position their destinations and services among Chinese travellers, who are increasingly relying on digital content platforms to research destinations before travelling.
Xiaohongshu Business representatives said Chinese tourists were showing growing interest in locally distinctive experiences, including accommodation, food and cultural attractions, presenting opportunities for Malaysian operators to tailor their offerings.
In Melaka, the discussion brought together tourism-related businesses, including hotel operators, attraction managers and restaurateurs, to explore ways of attracting more Chinese visitors through digital platforms.
The session was attended by state executive councillor for Entrepreneur Development, Cooperatives and Consumer Affairs YB Allex Seah Shoo Chin and Melaka Tourism Promotion Bureau public relations manager Puan Noorhayati Sahlan.
Organisers also discussed the potential of a “Discover Melaka on Xiaohongshu” promotion initiative aimed at strengthening cooperation between the state’s tourism sector and Chinese digital platforms.
MCCC said it would continue acting as a bridge between Malaysian and Chinese businesses, particularly in areas involving the digital economy, tourism, trade and commerce.
The chamber added that such collaborations would help local enterprises better understand evolving Chinese consumer trends while creating new avenues for bilateral economic cooperation. - July 15, 2026
