Xiaohongshu refreshes brand identity with new campaign

Chinese social media app Xiaohongshu has unveiled a revamped brand identity, repositioning itself as "lifestyle interest community” and refreshing its app layout.

In an announcement, Xiaohongshu said the upgraded continues its shift from a lifestyle guide to a lifestyle interest community.  

To support the rebrand, the social platform launched a campaign titled “A history of interests”, featuring ancient apes inventing “interests”, transcending the boundaries of time, region and language, finding resonance and establishing connections. 

The video ad describes how interests have always been driving the progress of human life, for example, ancient apes who had Xiaohongshu would raise stones and do home decoration DIY in caves. 

“If Louis XIV had Xiaohongshu, he would definitely become a fashion blogger and lead the high heels trend; the Trojan Horse is actually a huge figurine, and the Mohele in the Song Dynasty was the millet at that time.” 

By repositioning itself as “lifestyle interest community”, Xiaohongshu said it hopes to bring together like-minded individuals on the platform and form their own interest circles, whether they have a niche passion or a general interest. 

“Xiaohongshu also hopes to use life, interests and hobbies to salvage the same kind of people scattered around the world and connect with everyone who loves life. Because our love for life is hidden in every specific interest and hobby,” the statement said.

Don't miss: Xiaohongshu unveils campus recruitment in HK

Xiaohongshu, also known as RED or the Little Red Book, is one of the most coveted social media platforms in China with more than 200 million monthly active users, according to EternityX. The social media app is also rapidly building in Hong Kong with EternityX seeing a 50% jump in daily active users in Hong Kong over the past year, reaching 1.13M+ users as of April 2023.

After arriving in Hong Kong, the social platform unveiled a campus recruitment initiative to attract users. The company said it hopes to recruit university graduates based in Hong Kong. The company said it would conduct recruitment presentations at several universities in Hong Kong in March.

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