The wedding date has been set, but the hotel and wedding ceremony have not yet been settled. First, send a round of “invitation letters” to the brand.
This year’s wedding season is busy, and there are a number of prospective couples on Xiaohongshu who are busy “recruiting”. They wrote down the wedding date, location, and number of guests in their posts, “Aite” multiple brands at once, and asked if there was any sponsorship for the wedding. Some people also left messages directly in the comment area of the brand’s official account, waiting to be “revealed.” After receiving sponsorship, newcomers will post a list of brand “followers” on their personal homepage.
Netizens call this popular phenomenon “wedding investment promotion.” There are also snack brands that actively join in and provide wedding benefits.
Image generated by AI
In the past, when people talked about soliciting sponsorship for weddings, they mostly thought of big scenes where celebrities and Internet celebrities appeared. Nowadays, fans with only a few hundred ordinary accounts also have the opportunity to receive gifts from brands. Although these gifts are not expensive, people planning to get married can save money and start dating, so why not give them.
Sponsors are mostly snacks, drinks and cheap alcoholic beverages
Search “wedding sponsorship” on Xiaohongshu and you can see many brand sponsorship lists posted by prospective couples. From snacks, drinks, and wedding candies to wedding shoes, welcome cards, and souvenirs, there are a wide variety of products.
Xiaohongshu blogger “JoJo” used an account with more than 600 fans to obtain five sponsorships, including wedding shoes, welcome signs, spicy strips, canned bayberry and a garment steamer. Another blogger “Koi Possessed Ashore” posted a longer list, involving more than 20 brands, including beer, red wine, rice wine and other different types of drinks.
Recently, there has been a wave of sponsorship for weddings on Xiaohongshu. Couples who are planning to get married post a description of the wedding on their personal accounts, including the time, location and scale, and take the initiative to “Aite” their favorite brands and ask them if they can provide some free products for wedding use. In return, the couple promised to reveal as much of the product as possible at the wedding and post relevant pictures, texts and videos on their account.
There are many newcomers who have successfully secured sponsorship. Looking through these accounts, you can find that whether it is their wish list or the final sponsorship list, snacks, drinks and alcohol are the main products, and most of them are affordable products.
Take the first phase of the sponsorship plan disclosed by Spicy Prince as an example. Newcomers selected can receive 60 packs of 110g spicy strips with a retail price of about 300 yuan. There are also 5.2-meter extra-long spicy strips specially customized by two brands. Although the price is unknown, the visual effect is extremely impactful.
Other brands with high “appearance rate” include Anmuxi, Qiaqia, Hsu Fuji, Wangzai, Bestore, Nongfu Spring, Yuanqi Forest, Bawang Chaji, RIO Ruiao Cocktail, Qingdao Liquor, etc.
If you are lucky enough to win more than ten sponsorships, a couple can save thousands of dollars in wedding preparation costs. In contrast, major “money-burning” items such as photography, videography, formal wear, on-site makeup, etc. have not yet become the targets of these newcomers. Even if some netizens post occasionally and want to get free photography or dresses, no merchants will reply.
品牌主動下場“Followers”
What’s interesting is that as more and more newcomers shout out to brands on social platforms, brands have begun to join the craze, shifting from passively responding to requests for sponsorship to actively recruiting newcomers and designing unique wedding sponsorship activities.
Bawang Tea Ji Heshu also burned fairy grass and sent milk tea to the wedding scene, and Haowang Shui participated in the wedding banquet with drinks such as “Wangxingfu” and “Wangmeihao”. Even the home furnishing brand Modern Housewife recruited newlywed experience officers and sent out the “Rose Holiday” series of tableware…
Among many brands, Mala Prince was early in planning wedding sponsorships and launched a variety of customized products including wedding banquet packages, souvenir gift boxes, “Mala Prince & Mala Princess” wedding dolls, and wedding spicy bar gift boxes. It also provides sponsorships to couples in Changsha, Chongqing, Chengdu, Shenzhen and other cities, including spicy wedding cars and other special features. Currently, its wedding sponsorship program has covered more than 3,000 weddings, and the “Spicy Prince Wedding Assistant” account records interesting moments of spicy weddings.
Recently, Want Want Group launched a wedding sponsorship recruitment campaign through its official account for couples getting married in the second half of 2026, providing Want Want’s classic red product – Want Want Milk Candy as wedding candy. Thousands of netizens left messages in the comment area to sign up.
Faced with a large number of applicants, the brand will of course set some screening criteria. Want Want Group told Consumer Reports that they value the authenticity of wedding information the most and require couples to provide specific wedding dates and related information. The staff will carefully read and check the registration content; the number of fans and traffic performance of the account are not taken into consideration. Among the first batch of 100 selected Among the couples, there are both content creators and ordinary users with low fan followings. We hope to allow couples with different backgrounds to have the opportunity to participate. There is no requirement for the location of the wedding. Couples across the country who meet the event conditions can sign up, but whether the product can be delivered smoothly before the wedding will be considered.
Some brand staff also revealed to Consumer Reports that although there is no hard requirement for the number of fans, they hope that netizens’ accounts can have some positive sharing of daily life to show a positive attitude towards life and basic communication skills. They usually do not choose blank accounts or newly registered accounts.
一邊備婚，一邊起號
The brand is generous, and newcomers have to reciprocate the favor.
In some Xiaohongshu sponsorship posts, couples will not only indicate the wedding date, city, and number of guests, but also take the initiative to introduce what display opportunities they can provide to the brand: products can be placed at the wedding sign-in desk, placed on the banquet table, and pictures, texts, and videos can be posted after the wedding.
Most sponsoring brands do require this. Taking Want Want as an example, selected couples need to actually use Want Want milk candies at the wedding scene, take photos of relevant scenes, and share real wedding records on social media. At the same time, the brand is authorized to use relevant pictures for brand promotion as agreed.
For brands, this type of cooperation provides a new marketing idea, which can use the specific scene of wedding to directly and accurately reach newlyweds who are preparing for marriage and their relatives and friends, and at the same time obtain real product usage scenarios and social platform content. Compared with traditional advertising, this method is more targeted and the economic investment is also very flexible.
However, young people are not just trying to save money. While preparing for marriage, they are turning life events into content material and running their own social accounts. The process of preparing for a wedding involves a lot of consumption and is itself a popular content on social platforms. From wedding budget, venue layout to wedding product purchase, they are all naturally topical. After successfully attracting sponsorship, many netizens will continue to publish “Sponsorship Strategies” to share how they contact brands from scratch; after the wedding, they will turn to wedding records, daily life and other content. Asking for sponsorship once may become the starting point for a new account.
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