SHANGHAI: More than 10 million searches related to Sabah have been recorded on leading Chinese lifestyle platform Rednote (Xiaohongshu), highlighting the state’s strong market visibility.
Sabah Minister of Tourism, Culture and Environment Datuk Jafry Ariffin was briefed on the data during a working visit to Rednote's headquarters here on Wednesday.
Popular local attractions drawing user interest on the platform include Sabah’s sunsets, mountain landscapes, seas, and fresh seafood.
Jafry said the platform's reach presents a key opportunity to convert online interest into actual arrivals ahead of the Visit Sabah 2027 campaign.
He added that the state will explore strategic collaborations with Rednote as part of wider efforts to strengthen air connectivity, industry partnerships, and destination promotion across China.Sabah tourism visibility surges on China’s Rednote platform
