Eu Yan Sang Xiaohongshu Marketing
To deepen mainland consumers' awareness of the century-old Eu Yan Sang brand within the Xiaohongshu community, Eu Yan Sang partnered with As One to launch a series of targeted marketing campaigns on the platform. By leveraging Xiaohongshu's ecosystem of in-depth search, authentic seeding, and aesthetic-driven content, we successfully transformed a traditional Chinese medicine brand into a trendy must-have souvenir for a new generation of Hong Kong visitors.
- Total impressions
- 6,075,855+
- Total video views
- 802,835+
- Total engagements
- 294,530,000+
The Background
Among mainland consumers, products from Hong Kong specialty stores have long been a trusted guarantee of authenticity and genuine goods. Whenever mainland travellers visit Hong Kong, Mannings, Watsons, and major pharmacies become essential stops, while health products containing Chinese medicinal ingredients consistently rank among the top items on must-buy lists.
To deepen mainland consumers' awareness of the century-old Eu Yan Sang brand within the Xiaohongshu community, Eu Yan Sang partnered with As One to launch a series of targeted marketing campaigns on the platform. By leveraging Xiaohongshu's ecosystem of in-depth search, authentic seeding, and aesthetic-driven content, we successfully transformed a traditional Chinese medicine brand into a trendy must-have souvenir for a new generation of Hong Kong visitors.
This Xiaohongshu marketing strategy was built around three key objectives:
Create a "Hong Kong must-buy" viral effect to drive in-store sales
Aligned with the surge in mainland travellers visiting Hong Kong, we embedded Eu Yan Sang products into high-traffic Xiaohongshu keywords such as "Hong Kong travel guides" and "Hong Kong souvenir lists." Through KOL and KOC content featuring Hong Kong store check-ins, unboxing shares, and step-by-step buying guides, we encouraged travellers to include Eu Yan Sang as a must-visit, must-buy stop when planning their Hong Kong itineraries, directly driving foot traffic to Hong Kong retail stores.
Rejuvenate a traditional brand through scenario-based seeding
We broke the stereotype that traditional Chinese medicine is "only for older generations." Our target audience was Xiaohongshu's core user base—young women, refined mothers, and overworked professionals—and we created specific usage scenarios to resonate strongly with younger audiences.
Build authentic UGC assets to influence long-term search rankings
Xiaohongshu has become mainland users' "life search engine." The long-term goal was to use a pyramid content mix (top and mid-tier KOLs driving awareness + a large volume of KOC authentic reviews) to leave a steady stream of experience diaries on the platform. When users search related keywords in the future, Eu Yan Sang products can rank at the top of search results, achieving long-term compounding traffic.
The Strategy
To achieve these goals on Xiaohongshu, we moved away from traditional hard-sell advertising and deeply integrated brand content into users' real lives.
Themed campaign: Hong Kong shopping guide
We positioned Eu Yan Sang products as must-buy Hong Kong souvenirs, creating purchase associations when visitors shop at Mannings and Watsons. Content was driven by influencers in Hong Kong store exploration, travel guides, and Hong Kong expat lifestyle niches. They created high-quality everyday notes, building a "everyone going to Hong Kong is buying Eu Yan Sang" bestseller atmosphere across the platform.
Ongoing hashtag optimisation
Mainland consumers today are highly discerning and often research ingredients and efficacy before buying. We analysed product ingredients and core technologies, communicating brand messages in accessible language to build professional trust while reducing resistance to commercial content. To maximise exposure, the campaign followed platform trends, combining health hashtags such as #内服好物推荐 and #懒人养生法 with travel hotspots like #特种兵旅游 and #香港必买, ensuring content reached audiences interested in travel, lifestyle, and wellness.
The Execution
Content for serious pharmaceutical products on Xiaohongshu must carefully navigate mainland advertising regulations. We handled content with extra care, avoiding non-compliant and sensitive terms, and focused on health education, emergency preparedness, and seasonal reminders. Below are some examples from our case work.
Angong Niuhuang Wan
Angong Niuhuang Wan holds an exceptionally prestigious place in traditional Chinese medicine, often called a "life-saving remedy." It is primarily used for stroke-related coma, high fever with convulsions, and altered consciousness in critical conditions. As a high-priced, serious product with medical attributes, creator content focused on authority, family preparedness, and prevention.
Qu Shi Bao (Dampness Relief)
On Xiaohongshu, dampness removal is a perennial top topic. Young mainland users are highly engaged in discussing internal dampness, attributing acne, bloating, oily skin, and fatigue to excess dampness. For this collaboration, we targeted office workers and young women as the primary audience, with content emphasising light wellness themes.
Infant Trio — Bo Ying Dan, Hou Za San, and Hou Za Powder
These three products are regarded by mainland mothers as essential parenting safeguards to stock up on in Hong Kong. Content focused on parenting knowledge and infant health education, clearly explaining each product's purpose and positioning the Infant Trio as a trusted helper for new mothers.
The Sparkling Spots
Innovative soft-seeding sales approach
The campaign successfully used seeding strategy to blend Eu Yan Sang products seamlessly with creators' daily lives and travel stories. Through highly engaging assets and practical, scenario-driven themes, audiences not only added Eu Yan Sang to their must-buy lists but also deepened emotional connections with the brand, cultivating long-term brand loyalty.
Strategic hashtags driving organic traffic
By precisely targeting trending and high-traffic hashtags, the campaign aligned with Xiaohongshu's latest hot topics, significantly boosting brand exposure and driving strong organic engagement.
Refreshing brand perception with Hong Kong cultural identity
By deeply combining food, healthy lifestyle, and Hong Kong travel elements, the campaign successfully repositioned Eu Yan Sang as a top internal wellness choice for contemporary young people, elevating the brand to a cultural and lifestyle level that appeals strongly to both local residents and Hong Kong visitors.
The Result
Eu Yan Sang Qu Shi Bao was positioned with "dampness-beauty expert" as its core product tag, successfully penetrating the minds of Xiaohongshu's target consumer groups. Platform user review data shows that over 30% of users expressed purchase intent. In partnership with As One, the KOC content strategy achieved full keyword coverage—when users search popular terms such as Hong Kong women dampness relief, Hong Kong humidity, and Hong Kong souvenirs, they can find brand-original seeding notes, efficiently connecting Hong Kong local consumption search scenarios.
Case study FAQ
What measurable results did the Eu Yan Sang Xiaohongshu campaign achieve?
The campaign achieved 6,075,855+ impressions, with all video content accumulating 802,835+ views and 294,530,000+ total engagements.
How did Eu Yan Sang reach young consumers on Xiaohongshu?
We broke the stereotype that traditional Chinese medicine is "only for older generations." Our target audience was Xiaohongshu's core user base—young women, refined mothers, and overworked professionals—and we created specific usage scenarios to resonate strongly with younger audiences.
How did Eu Yan Sang Qu Shi Bao perform on Xiaohongshu?
Eu Yan Sang Qu Shi Bao was positioned with "dampness-beauty expert" as its core product tag, successfully penetrating the minds of Xiaohongshu's target consumer groups. Platform user review data shows that over 30% of users expressed purchase intent.
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