AnyMind Group expands Xiaohongshu network in Malaysia to provide brands with verified creator solutions at scale

AnyMind Group [TSE:5027], a BPaaS company for marketing, e-commerce and digital transformation, has today announced that it now features a total of 30 exclusive creators within its certified Xiaohongshu creator network roster in Malaysia. Ranging from nano- to micro-Key Opinion Leaders (KOLs) – including notable lifestyle creators such as 桐桐Janelle, Elene一粒钟, and Eeyen – these creators specialize in high-growth lifestyle sectors, including Beauty, Fashion, and Lifestyle content.

This milestone reinforces AnyMind Group’s position as a Tier-1 cross-border official partner for Xiaohongshu, certified by the platform to manage creators and spearhead specialized Xiaohongshu marketing campaigns. Alongside the 30-person exclusive Malaysian creator roster, AnyMind Group’s proprietary influencer marketing platform, AnyTag, now houses over 400 verified, active Xiaohongshu creators in Malaysia, offering brands an authentic, highly accessible network of vetted talent.

Xiaohongshu is a human-centric, trust-driven community where people share their life and connect. As millions of users share their daily life here – from favorite music to fashion looks, from cooking recipes to home decor – this ecosystem naturally functions as a search engine built entirely on user-generated content. Data from AnyMind’s Influencer Marketing in Malaysia 2026 report highlights this distinct behavior, revealing that creators on Xiaohongshu post significantly more lifestyle and home content compared to other legacy social media platforms where entertainment content thrives. On the brand side, this directly mirrors consumer and creator activity, with Xiaohongshu capturing up to a 28% platform share specifically within the lifestyle and home campaign category.

Unlike algorithmic-centric, entertainment-focused legacy platforms, Xiaohongshu encourages user-generated content, and the community treats its content as a trusted environment for peer-to-peer validation. This search-driven influence is best demonstrated by a recent campaign executed for the Unilever Knorr Chinese New Year initiative. Comment analysis from the case study revealed a deep level of active purchase consideration, with up to 40% of users expressing clear intent to learn or try the recipes, and a quarter of the interacting community explicitly reinforcing product trust.

By working with AnyMind’s exclusive creators, marketers gain a competitive edge on Xiaohongshu, specifically through seamless integration with the platform’s native advertisement tool, Pugongying. All 30 of AnyMind’s exclusive talents in Malaysia are officially verified on the Pugongying platform. Through Pugongying, marketers can seamlessly collaborate with top-tier creators for product reviews, sponsored posts, and giveaways, leveraging the creators’ audience to organically elevate exposure and reach highly engaged followers.

Collaborating with AnyMind’s official Xiaohongshu first-tier, cross-border partnership provides brands with unique advantages, including:

• Enhanced local and cross-border visibility: Mainland Chinese enterprises looking to expand into Southeast Asia can directly identify and contract AnyMind’s Malaysian creators on the Pugongying platform. Conversely, international brands can utilize this network to target Chinese speakers in various markets beyond Malaysia, including Singapore, Hong Kong, Thailand, and more
• Streamlined seeding with measurable impact: Local brands can bypass the time-consuming process of creator matchmaking, utilizing AnyMind’s tailored matrix to scale promotions efficiently and minimize time spent identifying the right collaborators
• Traffic security and compliance: Official Pugongying campaigns run through AnyMind are fully compliant, significantly minimizing the risk of algorithmic shadowbans or unexpected reach restrictions
• Data visibility: Brands unlock end-to-end data tracking, gaining precise analytics on conversions, link clicks, and downstream search behaviors
• Professional programmatic bidding: Content can be amplified using targeted ad sets, including KOL and brand post boosting, hot topic alignments, and official IP theme placements



Beyond creator matchmaking, AnyMind Group operates at the intersection of technology, brand strategy, commerce, creator management, and data/AI. Enterprises collaborating with AnyMind for Xiaohongshu campaigns secure a direct pipeline to official platform support, exclusive traffic boosts, priority campaign access, and immediate eligibility for trending topic pushes, bridging the gap between businesses and high-value, Chinese-speaking consumers. In addition, enterprises can tap on AnyMind Group’s wider social commerce ecosystem, including the recently launched AnyAI Video, AnyLive, and other platforms.

Lee Chin Chuan, Country Manager, Malaysia, AnyMind Group, said: “The pace of digital consumer behavior is accelerating, and the cost of waiting has never been higher. We’ve seen this before with TikTok, where many brands waited until the platform had already matured before investing, missing the opportunity to establish an early advantage. Xiaohongshu is at a similar inflection point in Malaysia today. The brands that start learning, building communities, and earning consumer trust now are likely to be the ones leading the next wave of social commerce. Our role in AnyMind Group is to remove the barriers to entry by providing brands with the right creators, technology, and data so they can act with confidence rather than uncertainty.”