Anxiety has become one of Xiaohongshu’s most powerful cultural and commercial drivers. Transforming abstract emotions into searchable keywords, high-engagement narratives, and purchase-triggering needs. Drawing on QianGua Data’s 2025 “Anxiety Emotion” Content Insight Report (covering 31 Aug 2024 to 31 Aug 2025), this newsletter explores the four dominant anxiety types: health, appearance, relationship, and survival, and what brands can do to respond with credibility, empathy,