Xiaohongshu Expert in Singapore: Meet Dawn (达姐), Founder of Start Media
Updated: 3 hours ago
Short answer: Dawn (达姐) is the founder and CEO of Start Media, a Singapore Xiaohongshu marketing agency. Xiaohongshu (小红书) is also called XHS, RedNote or Little Red Book. Dawn has worked on Xiaohongshu for 8 years and has trained more than 1,000 students on the platform. This page covers her background, the results her team gets for clients, and how to check any XHS expert before you hire them.
Key takeaways • Dawn has 8 years of hands-on Xiaohongshu experience and has trained 1,000+ students. • She founded Start Media in 2022 as a social media training provider. In 2024 it grew into a full content production and marketing team. • Start Media is registered in Singapore as START MEDIA PTE. LTD. (UEN 202224038D), with an office at 9 Tampines Grande, Asia Green. • Some agencies say they hold partner status with Xiaohongshu. If anyone says this, ask which programme and check it with Xiaohongshu. • Start Media does not claim any Xiaohongshu partner status. Our case for expertise is live accounts, client results and a network of 100+ Singapore creators. Updated October 2026.
Who Is Dawn?
Dawn has worked on Xiaohongshu for 8 years and has trained more than 1,000 students on how the platform works. Alongside her own account, she now leads the team that runs client accounts.
In 2022 she founded Start Media in Singapore as a social media training provider. In 2024 the company expanded into content production and marketing, so the team could run accounts for businesses rather than only teach them.
Today Dawn leads Start Media's XHS account management, KOC store visits and WeChat Channels work for Singapore restaurants, retail shops and service businesses. You can follow Dawn on Xiaohongshu to see how she posts on her own account.
Is There an Official Xiaohongshu Qualification?
There is no public licence for individual "XHS experts". Some agencies say they hold partner status with Xiaohongshu, for example for running ad accounts on Juguang (聚光), Xiaohongshu's ad platform. The rules for any such programme are set by Xiaohongshu and can change.
When an agency says it holds partner status, ask two questions: which programme, and can they show the proof from Xiaohongshu? Then confirm it with Xiaohongshu's business team. Partner status matters most if you plan a large paid ad budget or want to sell into mainland China.
For a local business that wants Chinese-speaking customers in Singapore, the skills that move results are usually different. They are native Chinese copy, keyword planning for XHS search and access to local creators. Search matters because Xiaohongshu's community operations lead said in May 2026 that the app has passed 400 million monthly users and 800 million searches a day, according to Huxiu.
Start Media does not claim any Xiaohongshu partner status. If that is what your project needs, our comparison of XHS agencies in Singapore shows which agencies publicly state one.
How Do You Check Any XHS Expert in Singapore?
Whether you talk to Start Media or anyone else, run the same six checks before you sign. Each one takes a few minutes and tells you more than a sales deck.
Check | What to ask for | Why it matters |
1. Live accounts | Xiaohongshu accounts the person or agency runs right now | Shows current work, not old screenshots |
2. Their own XHS profile | Their personal or company account on the app | Someone who teaches or sells XHS should be active on it |
3. Numbers | Views, saves, enquiries or revenue from real clients, named if the client agrees | Separates results from opinions |
4. Who writes the notes | The name and language background of the writer | Notes should be natural Chinese, not translated English |
5. Partner status (only if you need paid ads) | Which Xiaohongshu programme, and proof | Needed for some ad accounts |
6. The company | Company name and UEN | You can buy a business profile from ACRA |
Checking a Singapore company takes one search. ACRA lets anyone buy a business profile on Bizfile by entity name or UEN, for S$5.50, without logging in. The profile shows the company's registered details.
For a longer list, read How to choose an XHS agency in Singapore: 12 questions.
What Does Dawn Do for Start Media Clients?
Dawn sets the plan, checks the work and runs the creator network herself. In practice, that means four jobs:
Sets the keyword plan. Every account starts with the words customers type into the XHS search bar, such as 新加坡美食推荐 (Singapore food recommendations) or the client's neighbourhood and category.
Reviews notes before they go live. Titles, covers and captions are checked against the keyword plan.
Runs the creator network. Start Media works with 100+ Singapore-based creators (1K to 50K followers) for KOC store visits, and checks every creator note before it is posted.
Explains the plan. Because she started as a trainer, Dawn walks clients through what the team is doing and why.
Account management at Start Media usually costs SGD 1,600–2,500 a month for 6–15 notes. Our XHS account management cost guide shows what is included.
What Results Have Long-Term Clients Seen?
These Singapore restaurants have worked with Start Media long term. Figures are monthly views on their accounts during the partnership:
Client | Time with Start Media | Monthly views | Other results |
Grill Fish Master (师烤豆花烤鱼) | 1+ year | 100,000+ every month | — |
Happy Lamb Hot Pot Orchard (快乐小羊) | 3 years | At least 100,000 a month | Viral videos every month |
Treasure Paradise (饱藏) | 6 months | Close to 200,000 every month | Revenue grew about 10–15% month on month, and was around 50% higher after three months (client-reported) |
Views are a starting point, not the goal. When you compare agencies, ask how views turned into saves, messages and visits for the clients they name.
From Our Experience Dawn's advice for businesses starting on Xiaohongshu: • Register the account under the company, not one person. If a staff member leaves, a personal account can leave with them. • Decide your account name first. Changing it after Blue V verification can mean verifying and paying again. • Write one note for one search. Each note should answer a real search term. • Give it two to three months. Search traffic builds slowly, then keeps working.
Frequently Asked Questions
Who is a Xiaohongshu marketing expert in Singapore?
Dawn (达姐), founder and CEO of Start Media, has worked on Xiaohongshu for 8 years and has trained more than 1,000 students on the platform. Her team runs XHS account management, KOC store visits and WeChat Channels for Singapore businesses.
Is there an official Xiaohongshu qualification?
There is no public licence for individual XHS experts. If an agency says it holds partner status with Xiaohongshu, ask which programme and confirm it with Xiaohongshu. Start Media does not claim partner status; its expertise comes from 8 years of hands-on XHS work, client results and a network of 100+ Singapore creators.
How do I check if an XHS expert is real?
Ask to see live accounts they run now, look at their own Xiaohongshu profile, ask for client results with numbers, confirm who writes the notes, and check the company on ACRA's Bizfile.
How much does it cost to work with Start Media?
XHS account management usually costs SGD 1,600–2,500 a month for 6–15 notes, and KOC store visit campaigns start from SGD 2,000. Prices updated October 2026.
Want Dawn's Team to Look at Your Account?
Send us your account name or your shop's address, and we will search XHS the way your customers do. See our XHS account management service and KOC store visits, or get a free XHS account review.
Our service: Xiaohongshu (XHS) account management in Singapore
Want to know what would work for your business?
Send us your business name or Xiaohongshu account and Dawn's team will reply within 1 working day with a free Xiaohongshu account review. Free, no obligation.
WhatsApp Dawn on +65 8377 7718 or use our contact form · See all prices on our pricing page.
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