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Lately, more and more Singaporean business owners — from F&B and retail to beauty salons and gyms — have told me the same story: “I’ve been posting on Xiaohongshu for months, and suddenly my reach dropped by half.” Many assume it’s because their content quality has declined. In reality, Xiaohongshu’s rules have quietly changed. If you’re still using the same old playbook, your account could soon be left behind. The platform is now dialing down visibility for three types of co