Malaysian agency Attitude Ideology won two accolades during at the Hashtag Asia Awards 2025 in Singapore for its integrated strategies and impactful social content. In partnership with Lazada and Watsons Malaysia, the agency excelled in Xiaohongshu (XHS) content seeding and cross-platform marketing.
The award-winning campaigns include:
🏆 Silver – Best Social Media Campaign for a Specific Audience
Lazada #TaoFashion Project
🏆 Bronze – Best Use of Social Media Platforms
Watsons Malaysia #WatsonsXHS Project
Both award-winning campaigns were executed by the Attitude Ideology team, utilizing Xiaohongshu (XHS) for content seeding. By leveraging KOCs, brand storytelling, and platform amplification, the campaigns achieved deep resonance and high engagement with their target audiences.
Hashtag Asia Awards recognizes excellence in social and content marketing, and the 2025 edition featured leading brands and agencies from Singapore, Malaysia, Hong Kong, the Philippines, Indonesia, and Thailand, showcasing competitive innovation.
Other notable Malaysian campaigns include those from Air Selangor and Telekom Malaysia (TM), highlighting the country’s growing marketing influence in the region.
Kien Lim, Founder and Strategy Director of Attitude Ideology, shared: “It’s truly encouraging to receive international recognition alongside our brand partners. As marketing trends evolve rapidly, we remain committed to content-first strategies that tap into local culture and community insights. Xiaohongshu seeding marketing has become a rising force across the region. With over 3 million users in Malaysia alone, it’s no longer just a platform, it’s a crucial gateway that deeply influences purchasing behavior. We believe this wave of social conversion is key for brands to create real, lasting value.”
Overall, Malaysia has about 25–28 million social media users, around 70–80% of the population — it’s part of Malaysian daily life. The big trend now is authentic content. “XHS is gaining so much popularity because it feels like digital word-of-mouth. People use it to discover what to buy, where to go, or which brand to trust. And especially for the Chinese-speaking market, it has become the go-to platform for authentic recommendations”, said Kien.
On the future trends on social media which will hit in 2026, Kien affirms,” The direction moving forward revolves around niche communities. Platforms that combine AI, shopping, and culture with strong community trust will grow fastest. People want simply wants platform that feel personal, relevant and meaningful.”