Xiaohongshu | Craft Beer

Working with Xiaohongshu’s international PR department, we helped the platform launch their video content series on China Gen-Z consumer trends for both their international Youtube and domestic social channels. We played a central role in defining the look, feel, and tone of voice of the series.

Our process started with brainstorming potential Gen-Z consumer trends, and engaging in digital ethnographic research into the history and current state of the trend. From there, we curated leading KOLs / influencers from the Xiaohongshu platform to participate in expert roles within the videos.

This installment of the series delved into the local craft beer scene in China, and explored how businesses can leverage the Xiaohongshu platform to create value for their brands. We spoke with key opinion leaders in the local craft beer industry across Shanghai, Beijing, and Wuhan.

Client: Xiaohongshu
Category: Lifestyle