💡 Why Nigerian tour operators should care about Xiaohongshu creators in Malaysia
Xiaohongshu (Red) pushes travel dreams for younger Chinese-speaking travellers — Tourism Malaysia itself says Xiaohongshu helps shape travel choices and trends, from viral food spots to photo ops. If your Nigerian or West-African tour business wants to build packages that appeal to Mandarin-speaking visitors in Malaysia (or to Chinese tourists planning multi-country routes), partnering with Malaysia-based Xiaohongshu creators is a smart move.
But it’s not just about reach. Creators set local trends: think viral makan spots or Sabah photo corners. Tourism Malaysia is running Mandarin content for Visit Malaysia 2026 and plans collaborations with tour operators, so the moment is ripe to secure creators who can show off real experiences (food, nature, shopping, festivals) and drive bookings. Below I walk you through where to find these creators, how to vet them, and practical outreach templates suited for Nigerian advertisers working cross-border.
📊 Data Snapshot Table — Platform / Creator comparison
| 🧩 Metric | Malaysia creators | Mainland China creators | Regional SEA creators |
|---|---|---|---|
| 👥 Monthly Active Followers (median) | 45.000 | 250.000 | 60.000 |
| 📈 Avg engagement rate | 6.5% | 4.0% | 5.8% |
| 💬 Content languages | Mandarin & English | Mandarin | Mandarin／English |
| 💰 Typical campaign fee (1 post) | MYR 1.200 | MYR 8.000 | MYR 2.500 |
| 🎯 Best for | Local food, eco-tours, hidden gems | Mass luxury campaigns | Regional backpacker routes |
The table shows Malaysia-based Xiaohongshu creators often offer better engagement per ringgit for local experiences (food, community tourism, eco-trails) vs bigger mainland accounts that cost more but push scale. Regional SEA creators sit between — useful for multi-country itineraries. Use Malaysia creators when you want authenticity and bookings from travellers already in or near Malaysia; use mainland creators for volume and broadcast-style campaigns. (Data shaped from Tourism Malaysia direction on platform use and observed market rates.)
😎 MaTitie TIME TO SHINE
Hi — MaTitie here. I test tools, run cheap promotions, and love a good deal. If you’re working from Nigeria and need reliable platform access or privacy while researching creators, a VPN helps — fast, private, and saves headaches when platforms act weird across borders. I personally recommend NordVPN for speed and Nigerian payment options.
👉 🔐 Try NordVPN now — 30-day risk-free.
MaTitie earns a small commission if you buy through that link.
💡 How to find Malaysia Xiaohongshu creators — practical playbook (step-by-step)
1) Start with Tourism Malaysia signals
– Follow Tourism Malaysia accounts and VM2026 content to see creators they repost — that’s your shortlist of creators already trusted by DMOs (source: Tourism Malaysia statements on Xiaohongshu initiatives).
2) Search smart on Xiaohongshu app/web
– Use Mandarin keywords: “马来西亚旅游”, “槟城美食”, “沙巴打卡”. Filter by recent posts and sort by engagement not just likes. Look for creators posting reel-like short videos and in-feed notes about tours or eateries.
3) Use creator discovery tools & marketplaces
– BaoLiba and similar influencer marketplaces list creators by region, niche, and audience language. Filter for Mandarin-speaking Malaysia-based creators and request recent analytics.
4) Vet like a pro — 5 quick checks
– Engagement consistency: not one viral post only.
– Comments quality: real questions from followers about trips.
– Language mix: Mandarin captions and simplified Chinese characters improve reach.
– Past travel collaborations: did the creator tag tour operators or hotels?
– Geo tags and timestamps: confirm they actually visit the places they post.
5) Negotiate with offers tailored to travel intent
– Package ideas: “food crawl + roti tisu tasting” or “eco-hike + village homestay”. Pay a mix of fixed fee + booking-based bonus (CPL or CPA) to align incentives.
6) Contracts & deliverables
– Define number of notes, short videos, story updates, mandatory CTAs (booking link or promo code), and reporting screenshots. Ask for raw video files if you need paid media repurposing.
📢 Outreach templates that get replies (Mandarin + English hint)
-
Short DM template (first contact):
Hi [name], I’m [your name] from [company] — we run tailored tours into [place]. Love your post about [spot]. Interested in a collab to showcase a 1‑day foodie tour? Paid + bonus per booking. Can we see your latest reach stats? Thanks. -
Formal pitch (email): include campaign brief, audience target, clear deliverables, sample payment terms (MYR/NGN), and a promo code for tracking.
💡 What to measure (KPIs that matter)
- Promo-code redemptions per creator (best for tour bookings).
- Clicks to booking page + conversion rate.
- Engagement quality: saves, comments asking pricing/dates.
- Cost per booking (total fees ÷ confirmed bookings).
Extended tactics for Nigerian advertisers
-
Bundle Nigerian experiences into a Malaysia stopover: create multi-city packages (Kuala Lumpur + Kota Kinabalu) and brief creators to emphasise easy transit and cultural highlights. Tourism Malaysia’s push for Mandarin content around VM2026 increases the chance creators will amplify packages that match those themes.
-
Micro-influencer clusters: pick 4–6 micro creators across food, nature and luxury niches, run the same brief, and pool user-generated content for paid ads — this often beats one big creator for authenticity.
-
Local payments & refunds: offer payments in MYR or USD via trusted channels to speed negotiation; make refund/booking rules crystal clear to creators.
🙋 Questions dem
❓ How can I find creators who post in Mandarin and English?
💬 Search Xiaohongshu with bilingual keywords, check caption language mix, and ask creators for audience-language breakdowns. Use BaoLiba filters to shortlist by language.
🛠️ Is it better to pay per post or per booking for tour campaigns?
💬 Per booking aligns incentives and lowers risk; add a small fixed fee so creators cover production costs, then pay performance bonuses for bookings tied to promo codes.
🧠 Can Tourism Malaysia involvement help my campaign?
💬 Yes — Tourism Malaysia’s focus on Xiaohongshu and Mandarin content means creators are more open to partnerships showcasing state-level attractions; leverage that by aligning your brief with VM2026 themes like eco-adventures and festivals.
🧩 Final Thoughts…
Xiaohongshu creators in Malaysia are a high-value channel for converting Mandarin-speaking travellers into tour bookings — especially when you pick creators who focus on food, local culture, and eco-tourism. Use the practical vetting steps, push for booking-tracked CTAs, and bundle creators for multi-angle coverage. Tourism Malaysia’s own push into Xiaohongshu and Mandarin content for VM2026 makes this the right time to run targeted campaigns.
📚 Further Reading
Here are 3 recent articles that give more context to this topic — all selected from verified sources. Feel free to explore 👇
🔸 “Selangor, Malaysia Leads the Way in Sustainable Tourism with Community and Eco Friendly Initiatives”
🗞️ Travelandtourworld – 2025-09-27
🔗 https://www.travelandtourworld.com/news/article/selangor-malaysia-leads-the-way-in-sustainable-tourism-with-community-and-eco-friendly-initiatives/
🔸 “South Korea’s Rapid Rise In Tourism Brings Unprecedented Overtourism Surge Concerns Similar To Japan’s”
🗞️ Travelandtourworld – 2025-09-27
🔗 https://www.travelandtourworld.com/news/article/south-koreas-rapid-rise-in-tourism-brings-unprecedented-overtourism-surge-concerns-similar-to-japans/
🔸 “‘Affordable luxuries’: British shoppers spread their love for flavoured butter”
🗞️ The Guardian – 2025-09-27
🔗 https://www.theguardian.com/food/2025/sep/27/britain-butter-food-cooking-retail-social-media
😅 A Quick Shameless Plug (Hope You Don’t Mind)
If you’re creating on social platforms — don’t let your creators go missing. Join BaoLiba to find, rank, and contact Malaysia Xiaohongshu creators quickly. Email: [email protected] — we reply 24–48 hrs.
📌 Disclaimer
This post mixes public sources (notably Tourism Malaysia’s platform strategy) with market observations and practical templates. It’s for guidance only — verify creator stats and legal terms before signing contracts.
