We have been working with The Set Collection, a distinguished premium brand representing 19 (and expanding) like-minded independent luxury hotels worldwide, to establish its presence in the Chinese market and fostering a strong connection with the Chinese luxury travelers.

After a thorough analysis of The Set Collection's objectives and business strategy, we identified WeChat and RED (or Little Red Book, Xiaohongshu) as the primary platforms for brand activation to engage with the market. We designated WeChat as the main point of contact for the brand's many partners, while RED serves as the consumer-facing storefront, leveraging its powerful recommendation algorithm. Collaborating closely with The Set Collection's global marketing team, we delivered carefully designed, properly localized, and seamlessly consistent communication to resonate with Chinese travelers.