One of the most common questions Australian users ask is whether Xiaohongshu can be used outside China. The short answer is yes. Overseas users, including those based in Australia, can register and use the platform.
Most users can register using an overseas mobile number or by linking a third-party account. From a technical point of view, the registration process itself is usually straightforward. However, many users quickly realise that registering successfully does not always mean the account will perform well.
Australian businesses often experience limited reach or low engagement after setting up an account. This leads some to assume that Xiaohongshu does not work outside China. In reality, the issue is usually strategic rather than technical.
Xiaohongshu does not clearly separate personal and business accounts, but it is highly sensitive to obvious commercial behaviour, especially during the early stages of an account. Accounts that immediately publish promotional content often struggle to gain visibility.
At Orient Media, we frequently work with Australian businesses that have registered correctly but face challenges due to early content decisions. A rushed, sales-focused launch can send low-trust signals to both the platform and users.A more effective approach is to treat the early stage as a trust-building phase. Content that focuses on explanations, real experiences and practical insights helps establish relevance and credibility. Over time, this creates a much stronger foundation for sustainable growth.