Attitude Ideology Wins Two Awards at the Hashtag Asia Awards 2025
Recognized for Excellence in Xiaohongshu Seeding and Integrated Social Campaigns with Lazada & Watsons
At the prestigious Hashtag Asia Awards 2025 held in Singapore, Malaysian branding & creative marketing agency Attitude Ideology clinched two major accolades for its outstanding integrated strategies and impactful social content executions. In partnership with Lazada and Watsons Malaysia, the agency showcased its prowess 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 fully conceptualized and executed by the Attitude Ideology team, centered around Xiaohongshu (XHS) as the primary content seeding platform. By leveraging the influence of KOCs, brand storytelling, and platform-specific amplification, the campaigns successfully built deep resonance and high engagement within targeted audience segments.
Hashtag Asia Awards is one of the region’s most influential accolades recognizing excellence in social and content marketing. The 2025 edition brought together top brands and agencies from across Asia, including Singapore, Malaysia, Hong Kong, the Philippines, Indonesia, and Thailand, marking a competitive and star-studded showcase of innovation.
Beyond Attitude Ideology, several other Malaysian campaigns stood out this year, including projects from Air Selangor and Telekom Malaysia (TM), reflecting the growing influence of Malaysia’s marketing industry on the regional stage.
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.”
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