Tourism Malaysia has signed a strategic Memorandum of Collaboration (MoC) with REDBOOK Holdings Limited, the company behind China’s leading lifestyle platform Xiaohongshu, in a major move to boost Malaysia’s visibility in the Chinese travel market.

The partnership aims to harness Xiaohongshu’s influence—boasting over 300 million monthly active users—to promote Malaysia as a must-visit destination, particularly among China’s younger and digitally-savvy travellers. The collaboration supports Tourism Malaysia’s efforts in ramping up promotion for the upcoming Visit Malaysia 2026 campaign.

Under the MoC, both parties will cooperate on cross-border digital content creation, immersive travel storytelling, and media engagement, leveraging Xiaohongshu’s ‘Discover-Plan-Experience’ ecosystem. Tourism Malaysia will establish an official presence on the platform, create engaging travel content from across all 13 Malaysian states, and collaborate on integrated online and offline campaigns.

Datuk Manoharan Periasamy, Director General of Tourism Malaysia, said:

“Malaysia continues to trend on Xiaohongshu, with strong interest from Chinese travellers. This collaboration strengthens our digital strategy and helps us deliver rich, authentic experiences that align with the preferences of the Chinese market.”

Ms. Qianyue, General Manager of Xiaohongshu Global Business Solutions, added:

“Malaysia’s culture, landscapes, and cuisine are beloved by our users. Through this partnership, we are committed to helping more Chinese travellers discover the beauty of Malaysia.”

Xiaohongshu will support the initiative with platform analytics, content dissemination, and public opinion monitoring, making the collaboration a key component in Tourism Malaysia’s digital transformation and international engagement strategy.