How KFC Spiced Up
XiaoHongShu with Mala

Objective

To raise awareness and drive hype for KFC’s limited-time Spicy Mala range by tapping into XiaoHongShu’s review-first, visual-led user culture.

Challenge

KFC needed to stand out in a competitive food delivery market while promoting a short-term menu item to Chinese-speaking audiences. Traditional hard-sell formats often fail to convert on XHS, where users crave authenticity, storytelling, and aesthetic-led reviews.

Result

47.6K impressions

29K total engagements

5,960 Reel clicks

102% over-delivery vs projection

12.36% above industry benchmark CTR

Insights

XHS users engage best with content that looks organic — especially gallery posts, dramatic reactions, and localised language. Pushing a product too hard feels inauthentic, but real reviews with personal context resonate more deeply.

Strategy

We produced a high-impact, dramatic XHS Reel focused on the spice and flavour of the Mala range. At the same time, we activated Key Opinion Consumers (KOCs) to share visual gallery reviews using personal, locally styled captions. The content was designed to spark first-try excitement and create social proof through aesthetic food visuals.

Execution

  • Launched a main video Reel dramatising the spicy eating experience
  • Collaborated with trusted KOCs to post gallery-style reviews in Mandarin
  • Highlighted real-life cravings, nostalgic food cues, and aesthetic plating
  • Used personal-toned captions to match XHS’s preferred review culture

Key Takeaway

Dramatic content hooks attention and encourages clicks

Using aesthetically pleasing review content style suitable for the KOC’s followers

Content must align with XHS’s dynamic and visual-first platform culture

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