💡 Why Thai brands on Xiaohongshu are a real opportunity for NZ creators
If you’re a Kiwi creator, thinking “how the heck do I get Thai brands to work with me on a Chinese social platform?” — you’re asking the right question. Xiaohongshu (aka Little Red Book) sits at the intersection of travel inspiration, product discovery and impulse buys for Mainland Chinese users — which is exactly the audience Thai tourist-facing and lifestyle brands want to convert.
Tourism-focused teams already treat Xiaohongshu as a core discovery channel. For example, Tourism Malaysia has pointed out the platform’s power in shaping travel choices and running Mandarin‑language campaigns to reach younger Chinese travellers. That same dynamic applies to Thai brands selling experiences, snacks, cosmetics, fashion or travel services: a well-crafted Xiaohongshu placement can spark viral interest that feeds both product sales and travel bookings.
But this isn’t a simple “post and pray” game. Thai brands tend to be conservative about which creators they partner with on China‑facing platforms. They’re looking for creators who can: speak to the right audience, nail Mandarin or high‑quality visual storytelling, demonstrate reliable conversions, and navigate local payment or shipping expectations. For NZ creators who want to promote affiliate links for Thai products, the path is doable — but it takes the right strategy, a clear value proposition, and trust-building that respects the platform’s culture.
In this guide I’ll walk you through practical outreach approaches, what Thai brands actually care about on Xiaohongshu, localisation and compliance basics, plus templates you can copy when you pitch. I’ll also show a quick data snapshot comparing common outreach channels so you can pick the fastest route to traction. Throughout I’ll reference observed industry signals — like how destination marketing teams use Xiaohongshu for Mandarin content — and marketing thinking from recent reporting on how metrics and trust are shifting in 2025 (see Forbes on marketing metrics in the age of AI agents). Think of this as your street‑smart playbook for landing Thai brand deals on a Chinese discovery platform, from Aotearoa.
📊 Data Snapshot — Outreach channels compared
| 🧩 Metric | Xiaohongshu outreach | Thai agency outreach | Affiliate networks |
|---|---|---|---|
| 👥 Reach (audience focus) | 300,000,000 | 60,000,000 | 1,500,000 |
| 📈 Conversion (discovery→action) | 8% | 5% | 10% |
| 💰 Typical upfront cost | Low–Medium (content barter/$) | Medium–High (agency fees) | Low (commission only) |
| ⏱️ Speed to launch | 1–3 weeks | 3–6 weeks | 1–2 weeks |
| 🗣️ Language fit | Mandarin‑centric | Thai/English | Multilingual |
| 🔒 Best for | Chinese traveller discovery, product demos | Brand campaigns, local PR | Volume affiliate sales |
The table highlights trade‑offs. Xiaohongshu offers huge reach among Chinese users (the 300 million monthly active user figure shows its scale), and it’s ideal for discovery-driven content — but it’s Mandarin‑led and needs cultural fluency. Thai agencies buy polish, local contacts and fewer surprises, but cost and lead times are higher. Affiliate networks are quickest to start and commission-friendly, but they favour volume over bespoke storytelling. Use this snapshot to choose whether you’ll prioritise brand storytelling (Xiaohongshu), polished local delivery (agency), or rapid affiliate scale (networks).
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💡 How Thai brands think (and what they actually want)
From watching travel and retail marketing playbooks, here’s the short version: Thai brands want measurable results, cultural fit and low friction.
• Measurable results — Many Thai brands (especially smaller DTC and tourism companies) want to see proof a creator can drive clicks, pre‑orders, or bookings. That’s why conversion data is more persuasive than follower counts. Use tracked affiliate links, UTM parameters and screenshots of past campaign ROIs when you pitch.
• Cultural fit — Xiaohongshu users care about authenticity and narrative. A glossy ad that says “buy now” rarely works. Instead, the best posts look like honest demos, travel diaries or taste tests that naturally lead to a product link. If you can show Mandarin captions or collaborate with a native Mandarin speaker on the post, you’ll de‑risk the campaign for the Thai brand.
• Low friction — Brands don’t want logistics headaches. Demonstrate you can handle returns, know the usual Chinese e‑commerce expectations (clear specs, logistics timelines), or can work with an affiliate network that handles payouts. Highlight any experience you have cross‑border (shipping, taxes, local payment gateways).
Practical tip: when pitching, always lead with a mini‑case study — “I teamed up with Brand X and drove Y clicks with a 6.2% conversion on product Z” — and attach a simple reporting template so the brand can see what you’ll measure.
🔧 Outreach templates you can copy (and tweak)
Here are two short, friendly pitch templates for reaching Thai brands or their marketing teams. Keep messages concise, results‑oriented and culturally respectful.
Template A — Pitching a Thai brand via Instagram or email:
Hi [Name], kia ora — I’m [Your Name], a NZ creator who makes Mandarin‑friendly travel and product content for Chinese shoppers. On recent Xiaohongshu posts I drove [metric: e.g., 3,400 clicks / 5% CVR] for [brand type]. I’d love to set up a short affiliate deal for [product name] aimed at Chinese travellers and shoppers. I can produce: 1 Xiaohongshu note + 2 in‑feed photos, Mandarin captions, tracked affiliate link. Suggested model: 10% commission or NZ$X flat + 8% commission. Can we chat for 15 minutes next week?
Template B — Pitching via a Thai marketing agency:
Hi [Name], I’m [Your Name], NZ creator specialising in beauty/travel content for Chinese audiences on Xiaohongshu. I work with global affiliate platforms and can localise campaigns (Mandarin captions, short‑form demo). I’d like to be considered for campaigns with clients targeting Mainland Chinese travellers. Happy to share past reports and a sample content plan. Are you open to a quick intro call?
Small tweaks: mention timing (festivals, travel seasons like Golden Week), and offer a pilot with low risk (discounted rate or higher commission split for the first month).
📌 Localisation checklist — what to prepare before pitching
- Mandarin captions: native or native‑level proofreaders are gold.
- Short, natural product demos: 30–90 second video + carousel photos.
- Clear affiliate tracking: UTM + unique short links (so brands see who drove what).
- Return and shipping knowledge: be ready to explain how customers will get the product from Thailand to China (or their local market).
- Visuals optimised for Xiaohongshu: bright, lifestyle images and vertical video formats.
- Compliance: avoid banned claims, be careful with medical/health claims, and respect platform rules.
🙋 Frequently Asked Questions
❓ How do I convince a Thai brand I can reach Chinese customers on Xiaohongshu?
💬 Answer： Start with results — show screenshots of clicks, revenue or tracked conversions from similar posts. If you don’t have direct Xiaohongshu experience, show transferable metrics (engagement and conversions from YouTube/IG or affiliate networks) and offer a low‑risk pilot with commission tracking.
🛠️ Do I need to speak Mandarin to work on Xiaohongshu?
💬 Answer： No, but you need Mandarin support. Either write captions in Mandarin (native speaker) or pair with a translator/editor. Brands prefer creators who can deliver content that sounds natural to Mainland Chinese users.
🧠 Is it better to work direct with brands, or via agencies/networks?
💬 Answer： Both work. Direct deals usually pay better per campaign but take more negotiation and trust‑building. Agencies handle local logistics and can open doors; affiliate networks are fastest to scale with commission models. Choose based on whether you prioritise premium long‑term partnerships or quick volume.
🧩 Final Thoughts…
If you’re serious about promoting Thai products to Xiaohongshu users, treat it like a cross‑cultural business channel — not just another social feed. Lean into Mandarin language capability, show cold hard proof of conversions, and offer low‑risk pilots or affiliate splits to get the first win.
Two short strategic bets I’d make as a Kiwi creator:
• Build one Mandarin‑ready case study (one perfect Xiaohongshu note + tracked results) you can show to multiple Thai brands.
• Pair your content with an affiliate network that handles payouts and reporting — brands love the “set and forget” option.
Also keep an eye on marketing trends: as Forbes recently argued, metrics and data quality now matter even more in an era of AI agents and automated decisioning — which means your reporting and link tracking are as important as the creative.
📚 Further Reading
Here are 3 recent articles that give more context to this topic — all selected from verified sources. Feel free to explore 👇
🔸 I love Turkey, but its ‘unspoiled paradise’ has been ruined by tourists
🗞️ Source: Metro – 📅 2025-09-10
🔗 https://metro.co.uk/2025/09/10/love-turkey-unspoiled-paradise-ruined-tourists-24083310/ (nofollow)
🔸 Babysitting, popular summer gig for Chinese college students
🗞️ Source: The Borneo Post – 📅 2025-09-09
🔗 https://www.theborneopost.com/2025/09/09/babysitting-popular-summer-gig-for-chinese-college-students/ (nofollow)
🔸 From memes to job cuts: corporate Australia cannot hide from Reddit
🗞️ Source: AFR – 📅 2025-09-10
🔗 https://www.afr.com/technology/from-memes-to-job-cuts-corporate-australia-cannot-hide-from-reddit-20250910-p5mtu7 (nofollow)
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📌 Disclaimer
This post blends publicly available information with practical advice and a touch of AI assistance. It’s meant for sharing and discussion — not legal or financial advice. Always confirm campaign terms, local rules and platform policies before you sign deals. If anything looks off, ping me and I’ll update the guide.