Monday 05/05/2025

^{(From left, 6th) Venue sponsor Confetti KL Founder Mr. Kang; Influencer Strategic Partner Peiling from PL Foodie’s Diary; Premium Sponsor Mr. Liang Hao; Business Development Director Jin Lee; Tastefully Founder Esther Fong; Deputy President of the Malaysia Chinese Assembly Hall Mr. See Foo Hoong; (far right) Tastefully Chief Strategy Officer Zannics Teoh; (5th from right) Green Wellness Founder Datin Dorph Peng; and special guest speaker Emely Poon (front, kneeling) pose for a group photo at the launch ceremony.}


KUALA LUMPUR, Malaysia, May 5 (Bernama) -- Tastefully, the well-established organizer of food and health expos in Malaysia, officially launched the 2025 Xiaohongshu (REDNOTE) Creator Video Contest in a vibrant press conference attended by sponsors, media, and dozens of content creators. The event was co-hosted with production partner Aspect Productions and branding house Attitude Ideology, with support from numerous strategic collaborators and national organizations.
 
A Platform for Growth, Not Just a Competition

In her opening address, Tastefully Founder Esther Fong expressed her appreciation to the many partners who came together within just two months to bring the contest to life. She recognized:

• Mr. See Foo Hoong, Deputy President of MALAYSIA CHINESE ASSEMBLY HALL
• Diamond Sponsor: FitArch, Malaysia’s leading health insole brand
• Premium Sponsor: Lovebite, a rising freeze-dried healthy snack label
• Strategic Influencer Partner: PL Foodie’s Diary (Peiling)
• Gold sponsors and venue sponsor Confetti KL
• Special guest speaker Emely Poon, and all participating creators and media representatives.
 
“Tastefully has always stood for efficient and meaningful brand exposure,” said Esther. “Through this contest, we’re not only responding to what the market needs, but also laying the foundation for a long-term ecosystem where content creators can grow into brand leaders.”

Contest Structure and Focus

The 2025 Creator Contest is divided into two major tracks:

            •          Tastefully Food
            •          Tastefully Health & Beauty
 
Creators are invited to produce short vertical videos (30 to 90 seconds, 9:16 ratio) under one of five content categories:

            1.         Informational & Sharing
            2.         Sports & Techniques
            3.         Location & Lifestyle
            4.         Aesthetic Storytelling
            5.         Creative Narratives
 
Each submission must feature elements of the Tastefully Expo venue, highlight official TasteTV branding, include at least two sponsor visuals, and tag the required official handles and hashtags (e.g., @TasteTVRelation, @LearnToBuy, #TasteTV).

Strict content guidelines prohibit any form of religious imagery, unauthorized backstage filming, or negative product comparisons to ensure a respectful, brand-safe environment.

A Contest Born From Real Brand Needs

Esther emphasized that the idea for the contest emerged directly from Tastefully’s long-standing relationship with over 1,500 partner brands, who repeatedly voiced their interest in finding “new-age influencers” — creators who are authentic, relatable, and speak the language of today’s consumer.

“We realized the most effective platform for ‘real-voice marketing’ is no longer Facebook or Instagram — it’s Xiaohongshu,” said Esther. “Even our older generation and parents now rely on REDNOTE for genuine reviews and lifestyle tips. This is a platform that transcends demographics.”
 
A National-Level Collaboration with Tourism Malaysia

Esther also proudly announced Tastefully’s new collaboration with Tourism Malaysia, aligning with the “Visit Malaysia 2026” initiative. Through future expos and campaigns, the brand will play an active role in promoting Malaysia’s culinary and wellness tourism.

“By integrating cultural experiences with local products, we hope to attract international attention and generate deeper connections between creators, brands, and the tourism economy,” she added.

Nurturing Malaysia’s Next Digital Stars

Guest remarks by Mr. See Foo Hoong, Deputy President of MALAYSIA CHINESE ASSEMBLY HALL highlighted the significance of the contest in cultivating digital skills among youth.

“This contest addresses three key goals — talent development, closing industry-skill gaps, and fostering local role models,” he said. “We view digital creation as a powerful tool for modern self-expression, entrepreneurship, and cultural dialogue.”

He expressed its commitment to supporting the contest not only in logistics but also in providing cultural platforms for young creators to grow further.
 
Long-Term Collaboration, Not Just a Moment

Tastefully assured creators that participation in this contest could lead to long-term collaboration opportunities with major brands through its extensive event ecosystem. Finalists (Top 30) will be featured in future Expos and brand showcases, with the potential to become long-term ambassadors or brand partners.
 
Contest Registration Now Open
The Tastefully 2025 Xiaohongshu Creator Contest is now accepting entries, with limited slots available. Creators are encouraged to begin ideating and producing creative, high-impact video content aligned with the contest guidelines.

For updates, submissions and partnerships, follow @TasteTVRelation on Xiaohongshu and stay tuned via the official website.

“This contest isn’t just about content,” concluded Esther. “It’s about finding the right people, using the right strategy, to achieve the biggest dreams — together.”

SOURCE: Tastefully Malaysia Sdn Bhd

FOR MORE INFORMATION, PLEASE CONTACT:
Tastefully Malaysia Sdn Bhd (1437627-K)
Name: Nick 
Tel: +6014-9314354 
Email: marketing@tastefullyexpo.com
Website: www.tastefullyexpo.com
Facebook: @tastefullyfoodexpo

--BERNAMA