The Securities and Futures Commission (SFC) today announced the launch of its official account on Rednote (also known as Xiaohongshu), further expanding its digital outreach to enhance communication with the public (Note 1).
Through the Rednote platform, the SFC will share key updates on its regulatory work as well as timely investor alerts, reaching a broader demographic of investors of the Hong Kong market.
This new channel will be an added tool to support the SFC’s existing multi-faceted investor education efforts, which are increasingly critical given the rising complexity and volume of investment scam complaints reported to the SFC. In 2025, the SFC received 898 reports of scam cases, a surge of 39% from 2024. In the first quarter of 2026, the number of scam-related complaints stood at 222, with the highest financial loss in a single case exceeding $20 million.
Mr Paul Yeung, SFC’s Commission Secretary and Chief Governance Officer, said: "As investment scams become ever more sophisticated, it is vital for the SFC to employ a proactive and multi-channel communication strategy to engage the public more effectively. An official presence on Rednote helps us reach a broad community of investors to share clear, timely and accessible anti-scam alerts and other regulatory information. By making our messages more engaging, we aim to foster a more informed and vigilant mindset among the investing public."
Leveraging Rednote’s growing user base, the SFC aims to convey key regulatory messages in an easily relatable manner. Specifically, to promote awareness against investment fraud, anti-scam content will feature “Shui Yu”, the centerpiece of the SFC’s "Don’t Be Sucker" （"咪做水魚" in Chinese）publicity campaign (Note 2), to remind investors to stay vigilant against "too-good-to-be-true" offers.
The public is invited to view, follow and share the SFC’s official Rednote account. It can be accessed via the link (xhslink.com/m/4giWJ6boETV), the QR code or by searching "香港證監會" on the platform.
Notes:
1. The Rednote account serves as a strategic addition complementing the SFC’s existing social media presence on other platforms:
- LinkedIn: hk.linkedin.com/company/securities-and-futures-commission
- Facebook: www.facebook.com/sfchkofficial
- WeChat: www.sfc.hk/en/WeChat
- Instagram: www.instagram.com/shuiyufocusgroup/
- YouTube: www.youtube.com/@sfchkofficial
2. Introduced in the "Don’t Be Sucker" campaign launched in December 2024, "Shui Yu"—a cartoon character symbolising the gullible nature of scam targets—has been instrumental in the SFC’s publicity programmes raising awareness about common fraudulent tactics, including online romance scams, impersonation and deceptive tips from finfluencers. See the press release for details.
