Takashimaya Shopping Centre
Building a Xiaohongshu Presence to Engage Chinese Consumers
The Background / Challenge
As one of Singapore’s most recognised retail destinations, Takashimaya Shopping Centre sought to strengthen its visibility amongst two important audience segments: mainland Chinese visitors and Chinese-speaking consumers in Singapore.
While the shopping centre enjoyed strong brand recognition locally, it lacked a dedicated presence on the digital platforms most frequently used by these audiences. As consumer discovery increasingly shifted towards social-first channels, there was an opportunity to engage potential visitors earlier in their decision-making journey and establish stronger relevance within the Chinese-speaking community.
The challenge was not simply to increase awareness, but to position Takashimaya Shopping Centre as a lifestyle destination that consumers would actively discover, explore, and recommend.
The Strategy
To connect with Chinese consumers more effectively, PRIZM developed a Xiaohongshu marketing strategy focused on brand discovery, community engagement, and lifestyle storytelling.
Rather than relying solely on traditional advertising channels, we established Xiaohongshu as a dedicated platform for audience engagement. The objective was to showcase Takashimaya Shopping Centre beyond its retail offerings, highlighting its shopping, dining, gifting, and seasonal experiences through content designed for the platform’s discovery-driven environment.
Alongside content creation, we incorporated strategic influencer collaborations to increase credibility, expand reach, and encourage authentic conversations amongst the target audience.
The Execution
Official Xiaohongshu Account Management
We managed the setup and ongoing operation of Takashimaya Shopping Centre’s official Xiaohongshu account, establishing a clear brand voice, content framework, and long-term platform strategy.
Lifestyle-Led Content Strategy
A series of content pillars was developed to showcase the centre’s diverse offerings. This included retail recommendations, dining highlights, festive campaigns, gift guides, and lifestyle-focused destination content tailored to Xiaohongshu users’ interests and browsing behaviours.
Influencer Collaboration Programme
To accelerate awareness and engagement, we partnered with carefully selected lifestyle and shopping influencers whose audiences aligned with the campaign objectives. Through authentic content creation and experience-led storytelling, these creators introduced Takashimaya Shopping Centre to new audiences through trusted recommendations.
Community Engagement
Alongside content publishing, we implemented ongoing community management to encourage conversations, respond to audience enquiries, and foster stronger relationships with followers. This helped establish an active and engaged brand presence on the platform.
The Sparkling Spots
Establishing a Direct Channel to Chinese Consumers
By building an official presence on Xiaohongshu, Takashimaya Shopping Centre gained a dedicated platform to engage Chinese-speaking consumers through content specifically designed for their interests and discovery habits.
Repositioning Through Lifestyle Storytelling
The campaign successfully shifted the conversation beyond retail promotions by highlighting the broader experiences available within the shopping centre. This strengthened Takashimaya Shopping Centre’s positioning as a destination for shopping, dining, gifting, and lifestyle experiences.
Combining Organic and Influencer-Led Growth
The integration of platform-native content, community engagement, and influencer collaborations created a sustainable awareness engine that generated both immediate visibility and long-term audience growth.
The Result
The campaign established a strong foundation for Takashimaya Shopping Centre’s presence on Xiaohongshu while significantly improving visibility amongst Chinese-speaking consumers.
Campaign Highlights
- Over 800 new followers acquired within the first month of launch.
- Established an official Xiaohongshu presence for ongoing audience engagement.
- Increased visibility amongst mainland Chinese visitors and Chinese-speaking consumers in Singapore.
- Generated strong engagement through consistent lifestyle content and influencer collaborations.
- Built a growing digital community around the Takashimaya Shopping Centre brand.
By combining strategic platform management, lifestyle-focused content, influencer partnerships, and community engagement, Takashimaya Shopping Centre successfully strengthened its digital presence and expanded its reach within a highly valuable consumer segment.
Key Takeaway
For retail destinations looking to engage Chinese consumers, Xiaohongshu offers a powerful platform for discovery, influence, and community building. By combining authentic content, strategic influencer partnerships, and ongoing audience engagement, brands can strengthen visibility and create meaningful connections with high-intent consumers.
Client
Team
Account Management
Luna Pang
Design
Phys Yang, Kaya Wen, Ray Lao, Mia Shen
Content
Anna Wei
