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Chinese travel influencers help Singapore brands reach two different Chinese-speaking travel audiences.
- The first is mainland Chinese tourists planning trips to Singapore and Malaysia, mainly through Xiaohongshu (RedNote) and Douyin.
- The second is Chinese Singaporeans planning regional trips, who can be reached through Xiaohongshu in Mandarin and Instagram in English.
This difference matters because the two audiences use different platforms and respond to different types of creators and content. Brands that treat them as one audience can waste budget by using the wrong platform, creator, or content format.
This write-up will cover how Singapore brands can choose the right Chinese travel influencers for each audience. It covers Xiaohongshu and Douyin strategies, KOL vs KOC selection, Singapore-based and China-based creators, campaign briefing, pricing, compliance, and performance tracking.
Xiaohongshu – Why It is the Primary Platform for Chinese Travel Influencers
Xiaohongshu is important for Chinese travel campaigns because users search the platform for travel ideas and detailed recommendations. A travel note about a Singapore hotel can continue appearing in search results months after it is published.
This makes Xiaohongshu different from Instagram, where content can get most of its attention soon after posting. Chinese travel influencers on Xiaohongshu can create content that people discover later while researching a trip.
How Chinese Tourists Use Xiaohongshu
Xiaohongshu travel notes usually use 3–9 high-quality images with a detailed Mandarin caption. Good notes can include what to order, how to get there, the cost, the best time to visit, and specific room recommendations.
Mainland Chinese tourists can search terms such as 新加坡必去景點 (Singapore must-visit spots) and 馬來西亞美食推薦 (Malaysia food recommendations) before their trip.
They may start this research 3–6 months before travelling, using Xiaohongshu more like a search engine than a traditional social platform.
KOL vs KOC on Xiaohongshu
A KOL (Key Opinion Leader) usually focuses on reach and aspirational travel content, while a KOC (Key Opinion Consumer) focuses more on personal experience and detailed recommendations.
A KOC with 10K–100K Xiaohongshu followers generates 3x higher conversions than KOL advertising. For the same spend, many Singapore travel brands can get better ROI from 10–20 KOCs creating detailed experience notes than from one macro KOL post.
| Creator type | Follower range | Main strength | Best use |
| KOC | 10K–100K | Detailed experience and peer-style reviews | Booking-intent campaigns |
| KOL | 100K+ | Large reach and aspirational content | Awareness campaigns |
Named Chinese Travel Influencers Singapore Brands Work With
Singapore brands can use different creators depending on the audience they want to reach. Joanne Kwan is useful for bilingual Singapore audiences, while Maz focuses on affordable travel content across Southeast Asia.
Joanne Kwan
Instagram: 2,237 followers | Xiaohongshu: 45K+
Joanne Kwan is a Singapore-based bilingual creator. She uses English on Instagram and Mandarin on Xiaohongshu. One partnership can therefore reach both Chinese-speaking and English-speaking Singapore audiences.
Her content focuses on travel across Asia-Pacific and gives brands a bridge to Chinese-speaking travellers.
Best for: Singapore hotel brands, regional airlines, and Malaysia destination tourism campaigns targeting Chinese Singaporeans.
Maz
Platform: Singapore-based TikTok
Maz focuses on low-cost travel tips and lesser-known locations across Southeast Asia. The audience includes Gen Z and younger Millennials looking for affordable Asian travel ideas.
Best for: budget airlines such as Scoot and AirAsia, affordable destination campaigns, and travel technology apps.
China-Based KOLs
China-based KOLs are useful when a Singapore brand wants to reach mainland Chinese tourists planning an inbound trip.
A professional influencer marketing agency Singapore team can manage cross-border requirements, Mandarin-native creator briefs, and Xiaohongshu platform requirements.
This is also where an agency with China-market experience can add value compared with managing the campaign entirely in-house.
Campaign Strategy for Chinese Travel Influencers
The right creator strategy depends on which Chinese-speaking audience the brand wants to reach. Mainland Chinese tourists need a different platform and creator mix from Chinese Singaporeans.
For mainland Chinese tourists, brands should focus on China-based KOCs and Xiaohongshu search content. For Chinese Singaporeans, Singapore-based bilingual creators can cover Mandarin and English audiences through Xiaohongshu and Instagram.
Strategy for Mainland Chinese Tourists
Use China-based KOCs with 10K–100K Xiaohongshu followers to create detailed Singapore travel notes. The content should give people useful information while they are researching their trip.
A campaign using 15 KOCs at SGD 500–1,500 each would cost SGD 7,500–22,500 in total and produce 15 searchable notes.
Based on the strategy data, this can outperform a single SGD 15,000 KOL placement when the main goal is booking-intent conversion from mainland Chinese tourists planning Singapore trips.
Strategy for Chinese Singaporeans
Use Singapore-based bilingual creators who post in Mandarin on Xiaohongshu and English on Instagram.
One creator partnership can therefore cover both language communities. It also avoids some of the cross-border compliance issues that can come with working directly with China-based KOLs.
What to Include in a Xiaohongshu Brief
Xiaohongshu travel content needs to be useful, not just promotional. The brief should ask creators to include practical details such as pricing, specific product or experience names, and honest comments about limitations.
Content that feels too much like an advertisement can be poorly received by the Xiaohongshu community. The strongest Chinese travel influencers usually make the content feel like a real recommendation because their audience expects useful information.
How to Choose the Right Chinese Travel Influencer
Start with the audience rather than the follower count. A creator with a smaller audience can be more useful if their followers match the travellers the brand wants to reach.
| Check | What to look for |
| Audience location | Mainland China or Singapore |
| Language | Mandarin, English, or bilingual content |
| Platform | Xiaohongshu, Instagram, Douyin, or TikTok |
| Creator type | KOC or KOL |
| Content style | Reviews, itineraries, destination guides, or travel tips |
| Follower tier | 10K–100K for KOCs; 100K+ for KOLs |
| Travel intent | Research, discovery, bookings, or general awareness |
| Past campaigns | Similar hotels, airlines, tourism, or travel brands |
For brands running campaigns across several creators, KOL management can help keep creator selection, briefs, approvals, posting schedules, and reporting organised.
Singapore Compliance and Cross-Border Campaign Considerations
Chinese travel campaigns need clear briefs and careful content checks, especially when brands work with creators based outside Singapore. The campaign should clearly state the required disclosures, brand claims, content usage rights, and platform deliverables.
For Singapore campaigns, brands should make sure sponsored content follows applicable advertising disclosure requirements. Cross-border campaigns should also account for the rules and platform requirements that apply to the creator’s market.
Before publishing, brands should check that travel claims, prices, hotel information, transport details, and promotional statements are accurate.
Chinese Travel Campaign Compliance Checklist
Confirm the required advertising disclosure.
Check all prices and promotional claims before publishing.
Make sure hotel, airline, and destination information is accurate.
Clearly state content deliverables and posting dates.
Agree on content usage rights before the campaign starts.
Check Xiaohongshu-specific content requirements.
Make sure Mandarin creator briefs clearly explain the campaign objective.
Review the final content before publication.
How to Measure Chinese Travel Influencer Campaigns
Brands should measure more than views and follower numbers. The right metrics for influencer marketing in Singapore depend on the campaign goal, such as awareness, travel research, enquiries, or bookings.
| Metric | What it shows |
| Reach | How many people saw the content |
| Engagement | How people responded to the content |
| Saves | How useful the travel content was for future reference |
| Link clicks | How many people visited the booking or campaign page |
| Enquiries | How many people showed direct interest |
| Bookings | How many people completed a booking |
| Sales | Revenue linked to the campaign |
| Conversion rate | How many users took the required action |
For hotel and tourism campaigns, brands can use tracking links, booking codes, or other available attribution methods. This helps identify which creators and platforms contributed to actual travel bookings.
| FAQs What Platforms Do Chinese Travel Influencers Use to Reach Singapore Audiences?Xiaohongshu (RedNote) is the primary platform for mainland Chinese outbound tourists and Chinese Singaporeans researching travel. Singapore-based bilingual creators can also use Instagram to reach both Chinese-speaking and English-speaking audiences. Mainland Chinese tourists cannot access Instagram without a VPN, so Xiaohongshu is the main direct platform for reaching this audience. What Is the Difference Between a KOL and KOC for Chinese Travel Campaigns?A KOL (Key Opinion Leader) on Xiaohongshu has 100K+ followers and usually focuses on aspirational travel content and wider reach. A KOC (Key Opinion Consumer) has 10K–100K followers and focuses more on detailed, peer-style travel reviews. KOCs generate 3x higher conversions than KOL advertising on Xiaohongshu. For the same spend, many Singapore travel brands can get better ROI from 10–20 KOCs than from one macro KOL. How Much Do Chinese Travel Influencers Charge for Singapore Campaigns?China-based KOLs can charge USD 2,000–20,000+ per Xiaohongshu note, depending on follower tier. KOCs with 10K–100K Xiaohongshu followers charge around SGD 300–1,500 per note. Singapore-based bilingual creators can charge around SGD 500–3,000 per campaign post, depending on platform and reach. Travel campaigns can also include complimentary experiences, especially for hotels and destination campaigns. |
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