
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
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