Xiaohongshu – or “Little Red Book” – may have its roots in e-commerce, but it is reshaping how young, Mandarin-speaking Malaysians connect with both their roots and the broader world.

With more than 2.5 million users, the Southeast Asian nation has become the second-largest market for Xiaohongshu outside mainland China and Taiwan. The app allows users to share everything from food discoveries to travel tips.

Its user base is predominantly made up of young women aged 18 to 35, representing more than one-third of the country’s ethnic Chinese population, according to a recent study from Malaysia’s Universiti Tunku Abdul Rahman.

“The reviews feel genuine. I trust it more than what I see on Instagram ads,” said university student Emily Ng, adding that the app’s user-created content offers a more relatable connection than traditional advertising methods.