Interest in Japanese Products Expanding on Chinese SNS RED (Xiaohongshu)

Interest in Japanese products is increasing on China's RED. Search indices in the beauty and food sectors have more than doubled.
NQ 59/100

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  • 📰 Published: March 30, 2026 at 10:16

Allied Architects, Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Masato Muraoka; Stock Code: 6081; hereinafter referred to as "the Company"), which designs marketing communications with the power of data and creativity and supports companies' marketing AX, investigated searches and posts related to Japanese products in the food and beauty genres on China's SNS, RED (Xiaohongshu). As a result, an increase in search indices and post counts was observed for some keywords, with search indices more than doubling compared to the previous period. Additionally, posts including reviews and comparisons were confirmed, indicating a spread of behaviors close to purchase consideration, such as product comparisons and information gathering, along with the growing interest in Japanese products.

■ Survey Overview

  • Target Data: Data on RED

  • Analysis Tool: Newrank

  • Analysis Period: [Period ①] March 1, 2025 - August 31, 2025
    　　　 [Period ②] September 1, 2025 - February 28, 2026 (compared to the previous period)

  • Target Genres: Food / Beauty

  • Analysis Content: Search index, number of posts, engagement, post content, sender trends based on target keywords

■ Survey Result ①: Increase in Search Index and Number of Posts

In the food and beauty genres, analysis of multiple related keywords revealed an increase in search indices and post counts for some keywords, with search indices more than doubling compared to the previous period. The following are excerpts of keywords that showed growth in both search index and post count.

  • 日本染发剂 (Japanese Hair Colorant)

Search Index: 2.15万 → 2.6万 (approx. 1.21x)

Number of Posts: 86 → 128 (approx. 1.49x)

  • 日本美妆杂志 (Japanese Beauty Magazines)

Search Index: 4.77万 → 12.41万 (approx. 2.60x)

Number of Posts: 48 → 50 (approx. 1.04x)

  • 日本零食 (Japanese Snacks)

Search Index: 208.83万 → 210.76万 (approx. 1.01x)

Number of Posts: 4,973 → 6,020 (approx. 1.21x)

  • 日本必买清单 (Japanese Must-Buy Lists)

Search Index: 6.56万 → 8.65万 (approx. 1.32x)

Number of Posts: 200 → 286 (...

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