EVENT
28 Aug 2025
From KOLs to KFS: DJM Max Lee Headlines Industry Exchange on Xiaohongshu (RedNote) Influence, and Brand Growth
On 28 August 2025, EternityX and Xiaohongshu co-hosted a landmark event in Taipei focused on “IP Monetization and Brand Growth Strategy” - exploring how data, influence, and creator ecosystems are reshaping digital marketing. DJM Consulting proudly supported the initiative as part of its ongoing commitment to advancing platform fluency and cross-border brand building.
Held at W Hotel Taipei, the event attracted marketers, creators, and brand leaders keen to decode how Xiaohongshu (also known as RED) is evolving from a lifestyle community into a business-critical platform for product discovery and purchase influence.
Deric Wong, CEO of DJM Consulting and Global Chief Business Officer at EternityX, kicked off the event by welcoming the growing community of marketers, media agencies and content creators eager to better understand Xiaohongshu's media ecosystem and their cultural relevance across borders.
Max Lee, DJM’s Managing Director and EternityX's Global Partner, China Media Integration, delivered a high-impact session titled “Driving Brand Success Through Data-Powered Influencer Campaigns.” His presentation unpacked how marketers can harness Xiaohongshu’s content signals and community dynamics to deliver measurable campaign ROI - transforming one-off activations into long-term brand equity. Max also outlined cross-border strategies for Taiwanese brands to tap into Xiaohongshu’s community commerce potential while navigating its cultural nuances.
“Xiaohongshu is no longer just a platform for reviews or inspiration—it’s a digital mirror of how Gen Z and Millennials in Greater China express themselves, discover taste, and shape culture,” said Max. “The key for brands isn’t just presence—it’s participation through creator co-creation, community-led content, and platform-native storytelling.”
The event also featured opening remarks and platform insights from Xiaohongshu's Stephen Wong, Head of Industry, Business Development - HK, Macau and Taiwan, and Jessica Chau, Marketing Strategy Lead. Both speakers offered fresh perspectives on the platform’s monetization roadmap and cross-border business vision.
Another highlight was the collaboration with Angel Academy's Founder Angel Wu, who led two practical sessions on high-conversion content and creator strategy, including “How to Build High-Value IP on Xiaohongshu.”
This Taipei stop marks DJM’s ongoing commitment to supporting EternityX’s thought leadership series and cross-market insights across Asia Pacific, following the "S.E.A of Change: The Rise of Chinese Media Users" whitepaper launch in Singapore and a strategic media dialogue in Bangkok.
