FairPrice Group has partnered with agency Prizm Group to overhaul its marketing on Xiaohongshu, shifting resources away from broadcast advertisements toward search-indexed consumer guides.

The push targets a domestic audience where Chinese residents make up 73.9 per cent of Singapore’s resident population, alongside mainland Chinese visitors who generated S$3.68 billion in tourism receipts during the first nine months of 2025.

Xiaohongshu, operated internationally as RedNote, functions across Southeast Asia primarily as a product search engine rather than a passive social feed. Users search the platform for purchasing advice, store guides and product comparisons before transacting in physical outlets or on digital storefronts.

For retailers, the operational change requires building content around high-frequency search keywords rather than conventional brand campaigns. Agency data from Prizm Group shows that organic saves serve as the primary performance benchmark on the platform, indicating intent to retrieve product information inside a supermarket aisle.

Campaign assets developed for FairPrice include bilingual grocery guides designed to resolve naming disparities between Southeast Asian and mainland Chinese retail packaging. A visual reference guide for fresh pork cuts mapped regional Singaporean retail labels against terms used by shoppers from mainland China.

A related campaign targeting office workers with breakfast recipes generated 1,453 organic saves against 1,591 likes, demonstrating higher retention than standard social engagement formats. FairPrice also introduced closed user group chats on the platform to distribute promotional vouchers without diluting standard search feeds.

2 per cent of citizens, representing nearly seven million consumers. 5 million active Malaysian users in 2023, establishing the country as the platform’s second-largest user base outside mainland China after Taiwan.

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