Chinese social media apps a big draw for young Singaporeans

Users like the entertainment, lifestyle content, and access to the China market

- Goh Yan

Chinese social media app Xiaohongshu has been Ms Eldrida Yeong's constant companion as she navigates her way around the kitchen.

A week ago, as the 26-year-old senior programme executive was planning to make a tomato beef short rib stew, the Singaporean looked up 10 recipes on the Instagram-like photo- and video-sharing app before adapting them for her own dish.

"Xiaohongshu users seem to just be blogging their thoughts; there's a more authentic vibe as compared with TikTok and Instagram," said Ms Yeong, who has been an avid user since 2021.

"As part of the Chinese diaspora, it's interesting to connect - though we are not China Chinese, it's interesting to think about how back then my ancestors did come from this country," she added.

Like her, other users in Singapore have been drawn in big numbers to Chinese social media apps, in particular Xiaohongshu and Douyin, in the last five years, following the Covid-19 pandemic that saw people with more time on their hands turn towards the content-rich apps.

Topics such as beauty, fashion, lifestyle, travel and food have scored with Singaporeans, while users have lauded these apps' effective algorithms for pushing relevant content.

When asked, asked, Xiaohongshu, which means "little red book" in Chinese, said it could not provide figures on its user base, but a marketing company based in Singapore that utilises the app estimates there are about 600,000 users in the Republic.

The number of active users globally is now estimated to be at least 300 million, with Singapore, Malaysia and Japan among its top overseas markets, according to digital marketing agency MediaOne.

In Singapore, the user demographic is about 80 per cent female, and largely from the 18 to 35 age group, said Ms June Goh, chief operating officer at MediaOne, citing market research.