Chinese social media and ecommerce platform Xiaohongshu, also known as RedNote, has opened its first office outside mainland China in Hong Kong.

The office was inaugurated on June 7, 2025.

Paul Chan, Hong Kong’s Secretary for Finance, highlighted the potential for the new office to enhance the city’s tourism, retail, dining, and creative industries.

Invest Hong Kong (InvestHK) noted that the office aims to improve services for cross-border users and brands.

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🔗 Source: Hong Kong FP

🧠 Food for thought

1️⃣ Hong Kong’s evolving role as a global expansion launchpad for Chinese tech

Xiaohongshu’s expansion to Hong Kong marks a significant shift in the city’s economic positioning, reflecting a broader trend of mainland Chinese companies using Hong Kong as a springboard for international growth.

Hong Kong is increasingly being viewed as a test market for mainland firms to go global, rather than just a bridge for Western companies entering China, a reversal of its traditional role1.

The app’s presence in Hong Kong is strategically timed, coming after Xiaohongshu has already established itself as a mature platform with approximately 300 million monthly active users and partnerships with 140,000 brands2.

This expansion strategy demonstrates how Chinese tech platforms are leveraging Hong Kong’s unique position at the intersection of Eastern and Western markets to test international operations while maintaining proximity to their core user base.

2️⃣ Xiaohongshu’s growing influence on tourism and consumer behavior

Xiaohongshu has already transformed Hong Kong’s tourism landscape before establishing its physical office, with its user-generated content directing mainland visitors to explore beyond traditional attractions.

The platform has shifted tourist preferences from shopping-centered trips to authentic cultural experiences, with specific locations like Kennedy Town basketball courts becoming popular destinations purely through social media exposure1.

This influence is particularly significant given that approximately 80% of Hong Kong’s 13 million tourists in early 2025 came from mainland China, with many guided by Xiaohongshu recommendations3.

The platform’s impact on travel behavior demonstrates the power of user-generated content in reshaping consumer decisions, as users trust peer recommendations over traditional advertising or official tourism campaigns4.

Local businesses in Hong Kong are already adapting to this trend by promoting their services on Xiaohongshu to capture the attention of Chinese tourists, highlighting how digital platforms are transforming marketing strategies in the tourism sector1.

3️⃣ Demographic synergy between new Hong Kong residents and Xiaohongshu’s core audience

Xiaohongshu’s expansion to Hong Kong coincides with significant demographic shifts, as the city has seen over 320,000 applications for talent immigration from mainland China in just the first half of 20245.

This influx creates a natural audience for Xiaohongshu, as the platform’s user base predominantly consists of younger demographics (50% born after 1995) who are actively seeking lifestyle recommendations and community connections2.

These “new Hongkongers” use Xiaohongshu to discover products, share experiences, and navigate their new environment, creating valuable marketing opportunities for brands targeting this growing demographic5.

The platform’s unique blend of social media and e-commerce is particularly appealing to young, urban users seeking both community and consumption guidance, making it well-positioned to serve this emerging market segment2.

This demographic alignment suggests Xiaohongshu’s Hong Kong office isn’t just about international expansion but also about better serving an already engaged audience that bridges mainland and Hong Kong communities.

Recent Xiaohongshu developments

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