💡 Why UK creators should care about Xiaohongshu (and Korean brands)
If you’re a UK creator hunting for durable partnerships, don’t sleep on Xiaohongshu (aka RED). It’s where young Chinese consumers discover products, and South Korean brands — from beauty to fashion to F&B — use the platform to seed trends and test product-market fit. Tourism Malaysia even called out Xiaohongshu’s influence on travel and purchase behaviours, noting the platform’s huge audience (over 300 million monthly active users) — that kind of reach matters when brands want measurable buzz in Greater China.
Meanwhile, public moves by personalities onto Xiaohongshu show how the platform shapes reputations. For example, 8days covered Hong Kong actress Maggie Cheung’s debut video on Xiaohongshu and the comments it pulled — a reminder brands monitor platform-native content and creator tone closely. So if you want to work with South Korean brands that care about Chinese-speaking markets, learning to operate on Xiaohongshu is a proper skill.
This guide walks you through the practical route: how to spot the right Korean brands, build an outreach approach that respects platform culture, win initial gigs, and scale those into multi-campaign, long-term deals.
📊 Data Snapshot: Comparing outreach channels to Korean brands 📊
| 🧩 Metric | Option A | Option B | Option C |
|---|---|---|---|
| 👥 Brand visibility on Xiaohongshu | High | Medium | Low |
| ✉️ Typical contact method | In-app DM / comment → PR email | Corporate email / LinkedIn | Distributor contact / local agent |
| 🕒 Typical response time | 1–3 weeks | 2–6 weeks | Variable (can be quick) |
| 💰 Typical deal types | Product seeding, paid posts, short campaigns | Paid campaigns, licensing, ambassador roles | Regional partnerships, logistics + marketing bundles |
| 🔒 Long-term potential | Good if you build China-facing case | Best for formal long-term contracts | Strong when distributor trusts you |
| ⚠️ Main friction | Language + platform etiquette | Gatekeepers, corporate processes | Commission splits, conflicting priorities |
The table shows three practical outreach routes. Direct platform outreach (Option A) moves fastest and is great for getting noticed on Xiaohongshu, especially where brands already publish China-targeted content. Corporate outreach (Option B) can land formal long-term ambassadorships but involves slower processes. Working via local distributors or agents (Option C) often smooths logistics and can produce region-wide deals — but you’ll need to accept middlemen margins. Your best bet is a blended approach: signal value publicly on Xiaohongshu, then route specific proposals via email or distributor contact when the conversation goes formal.
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💡 Practical step-by-step: how to reach South Korean brands on Xiaohongshu
1) Do the prep — platform + brand detective work
• Scan Xiaohongshu for the brand’s official account and user-generated mentions. Note whether they post in Mandarin, Korean or both.
• Track formats that get traction (short notes, mini-reviews, product routines). Tourism Malaysia’s use of localized content is a good model — brands that localise messaging win on the platform.
2) Map decision-makers and routes
• Option A (fast): DM the brand’s Xiaohongshu account. Keep it short, friendly, and localised. Lead with a line that shows you’ve done homework — mention a recent post and a quick idea.
• Option B (formal): find PR or marketing emails on the brand website or LinkedIn. Use this for pitch decks and long-term proposals.
• Option C (proxy): identify China-market distributors or local agencies who already work with the brand — they can be faster to pay and manage logistics.
3) Localise your outreach
• Use the language the brand uses on Xiaohongshu. If they post in Mandarin, offer a Mandarin draft; if Korean, offer Korean creative with English backup. If you can’t write native, hire a micro-translation (it’s cheaper than a missed deal).
• Match tone: Xiaohongshu favours helpful, honest reviews and lifestyle integration — hard sells and loud promo rarely work.
4) Build heavyweight proof — metrics and mini-cases
• Brands want predictable ROI. Start with small test posts, but bring numbers: engagement rate, saves, conversion (UTM links or affiliate codes), and audience demos. After a successful test, package a 3–6 month plan with staged KPIs.
• Use platform-native assets: screenshots of trending keywords, short video hooks, and a content calendar that syncs with product launches.
5) Land the long-term with structure
• Suggest a cadence: e.g., product seeding → paid review → seasonal collab → limited-edition drop. Make contracts clear on deliverables, exclusivity, and reuse rights.
• Offer multi-market amplification: if you can repurpose English content for UK or EU markets, that’s a big plus — Korean brands love cross-border storytelling.
6) Negotiation tips that keep doors open
• Price with transparency: show what each deliverable costs and why. For long-term deals, shift to retainer + performance bonus.
• Keep legal simple: specify content usage duration, geography, and content rights. Brands often ask for perpetual or broad reuse — be ready to push back or quote extra.
💡 Signals Korean brands look for on Xiaohongshu
- Consistent audience fit: followers with Chinese-speaking interest, travel history, K-beauty or K-fashion intent.
- Native-feeling posts: creators who understand platform etiquette and produce saveable, longform notes.
- Measured performance: documented CTRs, comment sentiment, and conversion evidence.
- Cultural sensitivity: simple mistakes (tone-deaf captions, bad translations) kill trust fast.
Use that Maggie Cheung moment reported by 8days as a reminder — platform-first content can create huge reputational waves. Brands watch not just reach but how creators move on the app: are they adding value or just yelling “sponsored”?
🙋 Frequently Asked Questions
❓ How do I find the right South Korean brands to pitch on Xiaohongshu?
💬 Answer: Start by following category hashtags on Xiaohongshu and monitor which Korean brands are being discussed. Prioritise brands already publishing China-facing content — those are the easiest to pitch. Use simple trackers: a spreadsheet with brand handle, content cadence, contact route, and perceived fit.
🛠️ Should I do outreach in Mandarin, Korean, or English?
💬 Answer: Reach out first in the language the brand uses on Xiaohongshu — often Mandarin for China-targeted campaigns. If they post mainly in Korean, send a Korean-friendly pitch and an English summary for clarity. If you can’t write native, get a translator for the pitch; it pays off.
🧠 What makes a one-off collab become a long-term deal?
💬 Answer: Deliver consistent results and show an expansion plan: repeatable content formats, measurable uplift (sales or traffic), and ideas for multiplatform amplification. Brands want predictable impact — once you’ve proven that, talk retainer or ambassador terms.
🧩 Final Thoughts…
Xiaohongshu is a real opportunity for UK creators aiming to work with South Korean brands — especially those targeting Chinese-speaking audiences. The trick is to combine platform-native content with clear business thinking: test, measure, repeat. Use the platform to demonstrate value, then move conversations to formal channels for longer contracts. And don’t forget: local language, platform etiquette, and a modest, measurable pitch beat flashy but vague proposals every time.
📚 Further Reading
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📌 Disclaimer
This post blends publicly available information (including platform reach notes from Tourism Malaysia and reporting such as 8days on creator behaviour) with practical guidance and a touch of AI assistance. It’s aimed at helping creators think clearly about outreach on Xiaohongshu — not legal or business advice. Double-check contacts, rates and contracts before signing anything.
