Xiaohongshu wedding sponsorship posts top 10 million views as brands move into China’s wedding market

Wedding sponsorship has become a fast-growing topic on Xiaohongshu, with Chinese couples using the platform to ask brands for products and visibility deals tied to their ceremonies. Citing a report carried by Touzijie and figures referenced by E-commerce Online, the article says the Xiaohongshu tag for wedding sponsorship has drawn more than 10 million views and nearly 350,000 comments. In one example, a user reportedly secured sponsorships from more than 20 brands for a single wedding, spanning wedding shoes, drinks, alcohol, food, and snacks. The report says this trend follows several years of brands building wedding-focused campaigns of their own. Heytea and spicy snack brand Mala Prince both started wedding-related business lines in 2022. Heytea said its wedding tea business sold more than 200,000 cups of wedding-themed "Xi" tea in 2024 across more than 100 cities. Chagee, Chayan Yuese, and Lelecha have also rolled out wedding gift boxes or group-ordering offers. The article frames the model as a product-for-exposure exchange: couples place branded goods at wedding banquets and post the setup on social media, while brands gain both offline and online exposure. It also cites a Zhongyan Puhua report projecting China’s wedding culture market will exceed RMB 2.3 trillion in 2025.