Xiaohongshu opens first overseas office in Hong Kong

It will help connect global brands with Chinese consumers.

Chinese lifestyle platform Xiaohongshu has opened its first office outside the Mainland in Hong Kong.

The new office, which aims to strengthen Xiaohongshu’s support for brands and users in international markets, was officially launched at a ceremony attended by Financial Secretary Paul Chan.

Chan said Xiaohongshu’s presence will help local businesses with product design, marketing and promotion, whilst also promoting Chinese culture through Hong Kong’s East-meets-West positioning.

He added that the city’s role as an international finance and innovation hub will support the platform’s global expansion.

The new office will serve dual functions: connecting overseas brands with Chinese consumers, and helping Mainland brands expand into Hong Kong and beyond.

Some team members will also oversee regional business development across Asia.

Additionally, the company is partnering with local universities to offer internships and training in cross-cultural marketing.

Director-General of Investment Promotion at InvestHK, Alpha Lau, said the move highlights Hong Kong’s role as a strategic base for digital and cultural enterprises.

Peter Yan, who leads the Office for Attracting Strategic Enterprises, added that Xiaohongshu’s rapid setup reflects China’s business agility and will help accelerate the city’s creative industries.

Founded in 2013, Xiaohongshu combines social content with commerce, allowing users to share and discover products through photos, videos, and reviews.