Top KOL Zhang Meng Boosts Overseas Brands to Viral Status on RED Note (Xiaohongshu), Helping Overseas Chinese IPs Break Through
Top KOL Paves the Way for Niche Brands’ “First Stop in China”
The emerging social platform RED (Xiaohongshu), with 600 million daily searches, has risen as the most popular “super traffic gateway” among Chinese youth. As globalization accelerates, it topped the download charts for social apps in the U.S., Canada, and the UK in January 2025 and ranked among the top 10 lifestyle apps in Southeast Asia, including Japan and South Korea, becoming a bridge connecting Chinese and global consumers.
From Overseas Chinese Incubation to Brand Pioneer: Top KOL Zhang Meng Opens the First Stop for Niche Brands Entering China
Zhang Meng, a Harvard Business School alumna, leveraged her cross-cultural expertise and business acumen to seize this opportunity. Since 2023, she has focused on operating her RE...
