AnyMind Group has grown its certified Xiaohongshu creator network in Malaysia to 30 exclusive creators, alongside more than 400 verified Malaysian Xiaohongshu talent profiles housed on its AnyTag Influencer Marketing platform. The roster spans nano to micro-level Key Opinion Leaders, including creators such as 桐桐Janelle, Elene一粒钟, and Eeyen, concentrated in Beauty, Fashion, and Lifestyle content.

According to an announcement, the expansion builds on AnyMind’s status as a Tier-1 cross-border official partner for Xiaohongshu, a certification that allows the company to manage creators and run specialized marketing campaigns on the platform. All 30 exclusive creators are verified on Pugongying, Xiaohongshu’s native advertisement tool, which lets brands run product reviews, sponsored posts, and giveaways while accessing end-to-end analytics on conversions, link clicks, and search behavior.

AnyMind is positioning Xiaohongshu’s user-generated content model as functionally closer to a search engine than a conventional entertainment feed. Data from the company’s recent report found the platform captures up to 28% share within the lifestyle and home campaign category, a pattern the company attributes to Xiaohongshu’s emphasis on peer-to-peer validation over algorithmic entertainment content.

Beyond creator access, AnyMind is framing the certification as an infrastructure play, citing enhanced cross-border visibility for Chinese enterprises entering Southeast Asia and for international brands targeting Chinese-speaking consumers in Singapore, Hong Kong, and Thailand, along with compliance protections against algorithmic shadowbans on official campaigns.

Lee Chin Chuan, Country Manager for Malaysia at AnyMind Group, said the company is positioning itself ahead of a platform inflection point. “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,” Lee said. “Xiaohongshu is at a similar inflection point in Malaysia today. 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.”

The Xiaohongshu push extends a pattern of platform-specific accreditations AnyMind has built out in Malaysia. In March, the company secured accreditation as an official Shopee Multi-Channel Network partner in the market, connecting its AnyTag, AnyLive, AnyX, AnyChat, and AnyLogi platforms, along with its Arche Digital e-commerce unit, to Shopee’s affiliate and live commerce ecosystem. AnyMind also participates in the YouTube Shopping Affiliate Program across six Southeast Asian markets, where it won the top GMV award in Indonesia.

Subscribe to Our Newsletter

Check Out Our Podcast