SHANGHAI: 23 September 2026
Sabah has recorded more than 10 million searches on REDnote (Xiaohongshu), one of China’s biggest travel and lifestyle platforms.
The figure was disclosed during a visit to REDnote headquarters by Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
Sunsets, Mount Kinabalu, islands, seafood and wildlife are Sabah’s most-searched attractions on the platform.
Jafry said the data shows strong demand in China and a chance to turn online interest into arrivals for Visit Sabah 2027.
“The interest is there. Now we must convert it into visits,” he said.
“Chinese travellers want what Sabah has – spectacular sunsets, Mount Kinabalu, islands, wildlife, culture and fresh seafood.”
He said digital platforms like REDnote now drive travel decisions, especially among young independent travellers.
Sabah will explore a strategic collaboration with REDnote to expand its reach in China.
“China is a key market for Sabah. As we add flights, we must market where Chinese travellers plan their holidays,” Jafry said.
The Shanghai visit is part of Sabah’s push in China to build airline links, industry partnerships and promotion ahead of Visit Sabah 2027.
