Xiaohongshu and Lemon8 Marketing in Singapore: A Starter Guide

Ask a group of Singapore twenty-somethings where they look for a new café, a nail salon or a weekend staycation idea, and some will say Instagram or TikTok. A growing number will say Xiaohongshu or Lemon8. Both apps work like a cross between a search engine and a lifestyle magazine: people search a topic, scroll through photo-led “notes” from other users, and save the ones they want to try.

For Singapore SMEs, especially in food and beverage, beauty, wellness, retail, tuition and tourism, that behaviour creates a real opportunity. It also comes with differences in language, culture and platform rules that trip up brands who simply repost their Instagram content. This starter guide explains who uses each platform, what content works, how search behaviour differs, how to work with KOCs and KOLs, what rules to respect, and a practical 90-day plan to get started.

Xiaohongshu and Lemon8 at a glance

Xiaohongshu (小红书, often called RedNote or “XHS”) is a Chinese lifestyle and shopping-discovery platform. Content is mostly in Simplified Chinese, and many users treat it as their first stop for reviews and recommendations, much as others use Google. In Singapore its audience typically includes Mandarin-speaking residents, students and professionals from China, many Chinese-literate locals, and visitors from China researching trips before they arrive.

Lemon8 is a lifestyle content app affiliated with ByteDance, the company behind TikTok. Its format is similar: image carousels and short videos with detailed captions, organised around topics such as food, fashion, beauty, travel, fitness and home. In Singapore, content is largely in English, and the audience skews young and female, though that is changing as the app grows.

Neither platform replaces Google, Instagram or TikTok for most SMEs. Think of them as additional discovery channels for specific audiences. Our guides to Instagram marketing and TikTok marketing in Singapore cover the larger platforms.

Why search behaviour matters more than followers

On both apps, much of the discovery happens through search rather than following. A user types “新加坡 brunch” or “Tiong Bahru cafe”, scans the covers and titles in the results, and opens the notes that look most useful. A small account with a clear, well-titled note can appear alongside large creators.

That means the basics of search optimisation apply, just in a different setting:

• Titles carry the keyword. Put the main topic and place in the note title (for example, “Bugis budget hotpot” or “新加坡亲子游泳课”).
• The cover image does the selling. In a grid of results, a clear, bright cover with an obvious subject earns the tap.
• Captions should be genuinely informative. Price ranges, opening hours, nearest MRT station, what to order and honest downsides are what users save and share.
• Location tags and topic tags help. Use the platform’s place tags and a handful of relevant topic tags rather than dozens of generic ones.

What content works on each platform

Xiaohongshu: useful, detailed and personal

Xiaohongshu users value notes that feel like advice from a friend who has done the research. Formats that tend to suit SMEs include:

• Shop-visit notes showing the space, menu, prices and who it suits.
• Practical guides, such as “How to choose a tuition centre in Singapore” or “First month in Singapore: setting up your phone, bank and transport”.
• Before-and-after or process notes for services like hair, nails, aesthetics or renovation, within advertising rules.
• Itineraries and area guides that include your business naturally among other recommendations.

Write in natural Simplified Chinese. Machine-translated captions read awkwardly and lose trust quickly. If no one on your team writes Mandarin comfortably, work with a native writer and review the meaning together.

Lemon8: aesthetic, structured and practical

Lemon8 rewards visually polished carousels with clear structure: a strong cover, then slides that each deliver one tip, product or step. Lists (“5 quiet work-friendly cafés near Raffles Place”), routines, outfit or room inspiration and honest reviews are common formats. Captions are often longer than on Instagram and read like short blog posts.

Because Lemon8’s audience overlaps with TikTok and Instagram, you can adapt existing photography, but redesign it for the carousel format rather than reposting a single image with a short caption. A social media content calendar helps you plan which ideas go where.

Working with KOCs and KOLs

A KOL (key opinion leader) is a creator with a large following. A KOC (key opinion consumer) is an everyday user with a modest following whose posts read as genuine customer experiences. On Xiaohongshu in particular, many brands work with several KOCs rather than one large KOL, because a cluster of believable notes about the same shop often performs better in search than a single glossy post.

Practical points for SMEs:

• Check that a creator’s audience is actually in Singapore or planning to visit, not just large.
• Agree what you are giving (payment, a free meal, a product, a discount) and make sure the creator discloses it.
• Give creators the facts, not a script. Notes that sound scripted underperform and damage trust.
• Never ask for fake reviews or arrange coordinated fake questions and answers. Platforms penalise this, and it breaches advertising standards.
• Keep a record of every collaboration: creator, date, benefit given, link and results.

For a wider view of creator partnerships, see our influencer marketing guide for Singapore.

Platform rules and Singapore advertising standards

Both platforms have community guidelines that prohibit things like scams, counterfeit goods, misleading claims and spam; Lemon8’s community guidelines are a sensible starting point to read in full. Xiaohongshu has its own rules on commercial content. Reports describe Pugongying (蒲公英) as its official channel for paid creator collaborations, and undeclared paid posts can be restricted or penalised. Rules and eligibility for overseas businesses change, so confirm the current position on the platform itself before you pay anyone.

In Singapore, the Advertising Standards Authority of Singapore (ASAS) administers the Singapore Code of Advertising Practice and has guidelines for interactive marketing and social media. In broad terms, they expect commercial relationships between brands and creators to be disclosed clearly and prominently, and advertising claims to be truthful and substantiated. Regulated sectors such as healthcare, aesthetics, financial services and property have additional rules from their own regulators. This is general information, not legal advice.

On paid ads, be cautious. Xiaohongshu’s advertising products are built mainly around the China market, and availability for a Singapore business targeting Singapore users is not straightforward. Lemon8 advertising is offered in some markets through ByteDance’s ad tools, but formats and availability vary. Check the platforms’ current documentation, and treat organic content and creator collaborations as the realistic starting point.

A 90-day starter plan

Here is a simple plan for an SME testing one or both platforms. Owners and timings are suggestions; adjust to your team.

1. Weeks 1–2: Research (marketing lead). Search your category and neighbourhood on each app. Note which notes rank, what covers look like, and what questions users ask in comments.
2. Weeks 1–2: Set up (marketing lead). Create a business or professional account where available, with a clear profile, location and contact route such as WhatsApp or your booking page.
3. Weeks 3–6: Publish consistently (content owner). Aim for two or three high-quality notes a week on your chosen platform. Each note targets one search topic.
4. Weeks 5–8: Test creators (owner and marketing lead). Invite three to five KOCs who genuinely fit, with clear disclosure and no scripts.
5. Weeks 7–10: Engage (front-line staff). Reply to comments and private messages promptly and helpfully, in the right language.
6. Weeks 11–12: Review (owner). Compare saves, profile visits, messages and actual bookings or walk-ins with the time spent. Keep, adjust or pause.

Track where enquiries come from by asking new customers and using a dedicated link or promo code per platform. Our guide to engagement metrics explains which numbers are worth watching and which are vanity metrics.

How AI can help, and where it falls short

AI tools can speed up research and production. They can summarise what top-ranking notes in your category have in common, suggest title and cover ideas, draft caption outlines in English or Chinese for a native speaker to refine, and turn a blog post or menu into a carousel structure. They can also help you organise a collaboration tracker and summarise comment themes.

The limits matter on these platforms. Users are quick to spot generic or machine-translated content, and authenticity is the whole point. AI cannot visit your shop, taste your food or judge cultural nuance reliably, and it may make claims your business cannot back up. Use AI for drafts and analysis, and keep a person responsible for final wording and facts. Marketing2u’s AI Social Media Agent plans calendars and drafts post concepts and captions for approval; it publishes directly only to Facebook and Instagram when connected, so Xiaohongshu and Lemon8 posts stay manual. The AI Content Agent can help repurpose existing pages into social-ready drafts that a person reviews.

Common mistakes to avoid

• Reposting Instagram content without adapting the format, title or language.
• Using machine translation for Chinese captions without native review.
• Chasing follower counts instead of search visibility and saves.
• Paying creators without clear disclosure or outside the platform’s permitted channels.
• Asking for or buying fake reviews, comments or engagement.
• Assuming paid ad products available in China or the US are open to Singapore SMEs.
• Ignoring messages and comments, which is where most real enquiries begin.
• Spreading thin across too many channels instead of doing one well; see our content distribution strategy for how to prioritise.

Conclusion: start small and stay genuine

Xiaohongshu and Lemon8 marketing in Singapore works best for businesses whose customers already search there: Mandarin speakers and Chinese visitors on Xiaohongshu, and young lifestyle-focused locals on Lemon8. Start with research, publish useful notes built around real search topics, work with a few genuine KOCs under clear disclosure, and respect platform rules and ASAS standards. Review results after 90 days and invest further only if the enquiries justify it.

Frequently asked questions

Is Xiaohongshu worth it for a Singapore business?

It can be if your customers include Mandarin speakers, PRC residents or students in Singapore, or visitors from China, because many of them research shops, food and services there. If your audience is mainly English-speaking locals, Lemon8, Instagram or TikTok may be a better first step. Test with a few weeks of useful notes before committing more time.

Can Singapore businesses run ads on Xiaohongshu or Lemon8?

Xiaohongshu’s ad products are built mainly around the China market, and options for a Singapore business targeting Singapore users are limited and change over time. Lemon8 advertising is offered in some markets through ByteDance’s ad tools. Check each platform’s current documentation, and treat organic content and creator collaborations as the realistic starting point.

Do I need to write in Chinese on Xiaohongshu?

For most audiences, yes. Xiaohongshu content is largely in Simplified Chinese, and natural, native-quality writing builds far more trust than machine translation. Bilingual notes can work for some topics, but have a native speaker review anything you publish.

What is the difference between a KOC and a KOL?

A KOL, or key opinion leader, is a creator with a large following, while a KOC, or key opinion consumer, is an everyday user with a smaller audience whose posts read as genuine customer experiences. Many SMEs work with several KOCs because their notes feel more believable and often appear in search. Either way, the commercial relationship should be clearly disclosed.

Sources and further reading

• Lemon8: Community Guidelines
• Advertising Standards Authority of Singapore (ASAS)
• Xiaohongshu (RedNote) official site
• Rest of World: Xiaohongshu expands overseas (2025)

Related guides

• Marketing for Beauty and Hair Salons in Singapore
• Influencer Marketing in Singapore: How to Plan, Brief and Measure Campaigns
• TikTok Marketing in Singapore: Organic Content and TikTok Ads
• Instagram Marketing for Singapore Brands: A Practical Playbook
• How to Build a Social Media Content Calendar (and When to Post)

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