Xiaohongshu KOL and KOC Seeding: A Guide for Hong Kong Brands
Xiaohongshu seeding: usually 10–30 KOCs at RMB 2,000–5,000 per note, from about HK$30,000–80,000. When it fits, KOC mixes, Juguang ads and business accounts.
Xiaohongshu seeding for Hong Kong brands usually means working with 10–30 KOCs at a time, at about RMB 2,000–5,000 per note, while mid-tier KOLs cost about RMB 8,000–30,000. Add Juguang ads (from about RMB 10,000) and the starting budget is about HK$30,000–80,000. It works best for reaching women aged 18–35, Mainland visitors and cross-border shoppers.
Updated October 2026 · rates in RMB, reviewed every quarter.
When Xiaohongshu is a good fit
| Good fit | Why |
|---|---|
| Your target is women aged 18–35 | About 70% of Xiaohongshu users in Hong Kong are women aged 18–35 |
| You want to attract Mainland visitors | Visitors search Xiaohongshu for Hong Kong restaurants, hotels and shopping before they travel |
| Cross-border business, such as medical aesthetics, skincare and insurance advice | Mainland consumers use Xiaohongshu to compare Hong Kong services |
| Food and drink, beauty, retail, hotels | Lots of searches for photo-worthy spots (打卡) and places to go (好去處) |
| May not be a good fit | Why |
|---|---|
| You serve only middle-aged local customers in Hong Kong | Facebook and Instagram reach them more directly |
| B2B services | LinkedIn or industry channels suit better |
| Brands that can't accept Simplified Chinese and Mainland usage | Xiaohongshu content is mostly in Simplified Chinese |
Xiaohongshu has about 1.13 million daily active users in Hong Kong.
Rates
| Type | Per note (RMB) | Notes |
|---|---|---|
| KOC seeding | ¥2,000–5,000 | Usually 10–30 at a time |
| Mid-tier KOL | ¥8,000–30,000 | |
| Top KOL | ¥50,000+ | |
| Juguang ads | From ¥10,000 | Xiaohongshu's ad platform |
To compare rates on other Hong Kong platforms, see Hong Kong KOL rates 2026.
The KOC seeding mix
Seeding means letting your audience see the same product again and again across many genuine posts, until they want to buy it.
A common mix:
| Role | Number | Purpose |
|---|---|---|
| Mid-tier KOLs | 1–2 | Build credibility and bring out the main selling points |
| KOCs | 10–30 | Lots of genuine user notes that take over the search results |
| Juguang ads | The few best-performing notes | Push the content that works to more people |
A worked example (using only the figures in the table above):
- 20 KOCs × ¥3,000 = ¥60,000
- 1 mid-tier KOL × ¥15,000 = ¥15,000
- Juguang ads ¥10,000
- Total about ¥85,000
A simpler version can use fewer KOCs, or barter (product-for-content), with a starting budget of about HK$30,000–80,000.
What makes a good Xiaohongshu note
- Put keywords in the title. For example "Hong Kong + district + category", so the note turns up in search.
- Use a clear cover. Xiaohongshu is image-led, and the cover decides whether people click.
- Include practical details. Address, prices, opening hours and how to get there.
- Don't make KOC notes too uniform. If they all read the same, the audience will see it's an ad.
Pugongying, Juguang and business accounts
| Tool | What it is | What brands need to know |
|---|---|---|
| Pugongying (蒲公英) | Xiaohongshu's official platform for commercial KOL partnerships | Notes ordered through the platform show a partnership label; the platform charges a service fee, at the rate Xiaohongshu officially publishes |
| Juguang (聚光) | Xiaohongshu's ad platform | Used to promote notes, with a reference budget from RMB 10,000 |
| Business (enterprise) account (blue V verification) | The brand's official account | Must be verified before you open it and use business features; fees and required documents are as Xiaohongshu officially requires |
Xiaohongshu updates its rules often. For the documents a Hong Kong company needs to open a business account, such as its business registration, check Xiaohongshu's official guidance directly.
Disclosure
Partnership notes ordered through Pugongying carry a partnership label. Commercial notes placed outside the platform may break Xiaohongshu's community rules and have their reach limited. For Hong Kong's general advertising rules, see Hong Kong KOL ad disclosure rules.
FAQ
How much do Xiaohongshu KOCs charge?
About RMB 2,000–5,000 per note, and brands usually work with 10–30 at a time.
How much budget does a Hong Kong brand need for Xiaohongshu?
From about HK$30,000–80,000, covering a group of KOCs and Juguang ads.
Which Hong Kong brands suit Xiaohongshu?
Brands targeting women aged 18–35, Mainland visitors or cross-border shoppers, such as food and drink, beauty, retail, hotels and medical aesthetics.
What is seeding?
Letting your audience see the same product again and again across many genuine posts, until they want to buy it. KOCs do most of the seeding.
What is Pugongying?
Xiaohongshu's official platform for commercial KOL partnerships. When a brand orders through it, the note shows a partnership label.
Can a Hong Kong company open a Xiaohongshu business account?
Yes, but it has to be verified. Required documents and fees are as Xiaohongshu officially requires.
Back to the 2026 Hong Kong KOL agency guide.