SINGAPORE, Oct 20 – Chinese tourists are increasingly turning to Xiaohongshu for travel recommendations, skipping traditional tour guides.
Singapore’s Straits Times reported that the social media app — dubbed China’s answer to Instagram — has directed users to lesser-known spots rather than the usual attractions.
These unconventional tourist sites, such as Singapore’s Fort Canning’s tree tunnel and the colourful Old Hill Street Police Station, have become must-see locations for Xiaohongshu users due to their photogenic nature.
“It’s not that nice, but since I am already here, I might as well join the queue for some shots and walk around the park later,” said user Vissy Chow from Beijing, disappointed with the tree tunnel
Xiaohongshu or “little red book”, with over 300 million monthly users, has transformed tourism habits by promoting photogenic, offbeat destinations.
Travellers plan their itineraries around these Instagrammable spots, taking part in the “da ka” trend — Chinese for “punching the card” — which involves visiting and sharing pictures of such places.
Xiaohongshu also promotes the “city walk” trend, with young travellers following pre-designed routes in Singapore, including stops at Clarke Quay and Marina Bay Sands.
This shift towards app-based travel has led to fewer tourists relying on traditional guided tours, further shaping the global tourism industry.
Its influence has even reached Singapore’s food scene, driving Chinese tourists to local favourites like bak kut teh and Jumbo Seafood’s chilli crab.
“With Xiaohongshu, we don’t need friends to take us around,” said a 40-year-old tourist from Beijing who wanted to me known only as Mrs Lee.
“I paid S$35 for two, and still felt a little hungry ... I find it pricey,” she added, referring to bak kut teh that was recommended in the app.
The app also recommended souvenirs such as Tiger Balm ointment, Axe Brand universal oil, aroma roll-ons, Merlion memorabilia and otter plushies.
