Why Xiaohongshu became the go-to for "near me" searches in Southeast Asia

The data tells a compelling story:

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• Trend explosions:
  
  • #CITYWALK searches grew +1,720% YoY 2024 (vs 2023)² - turning everyday neighborhoods into must-explore destinations
  • Visa-free travel between Singapore, Malaysia, and Thailand triggered a +10,250% surge² in related queries

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• Content momentum:‍
  
  • Within Southeast Asia topics, promoted exposure jumped +597.3% YoY²
  • Organic exposure grew +139.6%, and new notes increased +205.9%²
  • Users aren't just viewing, search volume grew +642%², likes +132%², shares +106%², and comments +255% YoY²

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What makes Xiaohongshu different from Google Maps, Instagram, or TikTok

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Most social platforms are built for passive entertainment. Xiaohongshu is built for active decision-making.

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1. Search is the moment of truth

Users browse for inspiration, but when they're ready to decide - whether that's "best rooftop bars in Singapore" or "where to buy affordable skincare in Bangkok", they search with purpose. It's not idle scrolling; it's research mode.

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2. Trust comes from real people, not brand

40% of searches are product-related¹, ~85% of product discussions¹ come from user-generated content (UGC), not brand accounts. On Xiaohongshu, authenticity isn't a nice-to-have, it's the entire currency of discovery. A genuine review from a real traveler beats a polished ad every time.

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3. Saves = intent signals

When users bookmark content on Xiaohongshu, they're not casually liking it - they're building shopping lists, itineraries, and action plans. Content that triggers saves gets algorithmic priority and stays in users' minds when they're ready to convert.

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4. Entity-rich search (it's acts like Google for lifestyle)

Xiaohongshu tracks SPU-level (specific product unit) behaviors and over 60 user actions. That means it understands not just "Singapore food," but "chicken rice at Tian Tian Hainanese, Chinatown, $5, best before 2pm."

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This granularity is what makes local discovery on Xiaohongshu so powerful and why your brand needs to show up with the same level of specificity.

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What's actually trending in SEA on Xiaohongshu right now

Understanding what people search for helps you create content they'll actually find.

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• Travel & urban exploration
  
  • Singapore Travel alone drew 510M+ views²‍
  • "Citywalk" content - authentic, walkable neighborhood guides, is exploding across KL, Bangkok, and Singapore

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• Food discovery
  
  • Local cuisine searches show triple-digit YoY growth²
  • Users want specifics: "Where to eat now," "best breakfast under $10," "Best Japanese food near Orchard"

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• Product searches (electronics, beauty, lifestyle)
  
  • "What is the best skincare to buy in Singapore" or "Where is the best facial in Malaysia" queries are spiking
  • Users are moving from inspiration → product research → local purchase decisions

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The pattern? Hyper-local, actionable, specific. Vague content doesn't win here.

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Ready to show up where your audience is already searching?

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Consumers are planning trips, researching products, and building shopping lists for Southeast Asia right now on Xiaohongshu. The brands winning aren't the loudest; they're the ones showing up with the right answers at the right moment.

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Meetsocial is an official Xiaohongshu partner, which means we bring privileged access to exclusive ad inventory, advanced content-commerce integrations, and the platform's vetted creator network. While others are still learning the basics, we're already leveraging insider tools, trend intelligence, and proven local discovery playbooks to turn searches into foot traffic and revenue for SEA brands like yours.

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Let's build your discovery strategy on Xiaohongshu

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Source:

Xiaohongshu Internal Marketing Insights, 2024¹

Xiaohongshu SEA Local-life & Travel Signals, 2024²