By Wu Hsiang-yuan (吳象元), editor at The News Lens
Often described as the “Chinese Instagram,” RedNote, or Xiao Hong Shu (小紅書) has quickly become one of the most influential platforms for travel in Southeast Asia, with users across the region increasingly using the app as a guidebook, search engine, and cultural filter rolled into one.
The rapid rise of RedNote has boosted tourism across Southeast Asia, but it has also exposed gaps in cultural understanding and opened new channels for political messaging—all of which have triggered debate in the region, especially as Taiwan and Malaysia take steps to curb concerns around misinformation and fraud.
A fast-growing platform with a huge regional reach
RedNote launched in 2013 and began testing localized versions in Singapore and Malaysia in early 2024. By mid-2025, it had already become an officially recognized partner for Southeast Asian tourism agencies, including Malaysia’s Tourism Promotion Board.
Roughly 85 percent of the platform’s users live in mainland China, with another 15 percent spread internationally. Among these overseas markets, Southeast Asia is by far the fastest-growing.
Recent data shows:
- Singapore: 750,000–850,000 monthly active users, projected to reach 1.2–1.5 million by the end of 2025
- Malaysia: 2.5–3 million now; expected 5–6 million by year-end
- Thailand: 3–4 million now; projected 7–9 million
- Indonesia: 5–7 million now; expected 18–20 million, the largest market in the region
Such growth has turned RedNote into a central tool for restaurants, hotels, tour companies, and even government agencies seeking to tap into Chinese travelers.
What Southeast Asian users actually search for
Different countries use RedNote in different ways:
- Singapore: luxury fashion, high-end beauty, lifestyle
- Malaysia: food content, cooking, halal beauty
- Indonesia: fashion, local beauty brands, entrepreneurship
- Thailand: fashion, beauty, travel
Indonesian influencers are increasingly using RedNote to supplement their presence on Instagram and TikTok, while Thai tourism operators—especially in Phuket and Chiang Mai—now rely on the app to reach millions of prospective Chinese visitors.
How RedNote is reshaping travel patterns
Reporting by Rest of World shows how profoundly RedNote now shapes itineraries for Chinese travelers.
One case comes from Surabaya, Indonesia, where travel-agency owner Aang Koen saw his business shift dramatically. Before COVID-19, his customers were mostly European. Today, 60 percent come from China, largely thanks to RedNote posts promoting destinations such as East Java’s Ijen volcano—a once-obscure attraction now transformed into a “must-visit” spot.
Koen’s company nearly collapsed during the pandemic. But after a Chinese tourist helped him register a RedNote account, inquiries surged. From China’s reopening in January 2023 through October 2024, more than 2,000 Chinese tourists booked trips through his agency, pulling the business from near-closure to profitability.
Travel analysts say RedNote’s core demographic—women under 35—actively documents trips to Bangkok, Phuket, Bali, Da Nang, Nha Trang, and other regional hotspots. Hotels and resorts across Southeast Asia have begun opening verified RedNote accounts to build trust with Chinese users inside China’s digital ecosystem.
The limits of RedNote: mistranslations, cultural blind spots, and geopolitics
Although RedNote brings economic benefits, it also exposes weaknesses.
Because most users are Chinese speakers, posts about Southeast Asia often contain translation errors or gloss over local customs, religious norms, or cultural taboos. This becomes especially problematic in Muslim-majority countries such as Malaysia and Indonesia, where accuracy and cultural sensitivity matter.
Some widely shared RedNote videos present a distinctly Beijing-centered view of the South China Sea, prompting concern from regional researchers. One Malaysian think-tank analyst, speaking to CNA (中央社), warned that many Malaysians lack exposure to international relations or geopolitical history. As a result, first-time exposure through RedNote can heavily shape public understanding, particularly among younger users.
In his view, without deeper knowledge of South China Sea disputes, many Malaysians may not be able to distinguish between neutral information and messaging aligned with Chinese state narratives.
Meanwhile, Taiwan blocks the platform over fraud concerns
On Dec. 4, Taiwan’s Criminal Investigation Bureau reported over 1,700 fraud cases linked to RedNote. In response, the Interior Ministry ordered a one-year block on app access.
The move underscores wider questions across Asia: How should governments manage platforms that blend lifestyle content, commercial influence, and political messaging—while serving millions of young users?
Kaohsiung Times appreciates The News Lens for allowing us to translate and publish selected works. Visit The News Lens website for original articles.
