About us

Red Scarf is the most popular and trusted UK lifestyle website in Chinese. Our target audience are young mainland Chinese people who live in the UK. honglingjin.co.uk is owned and managed by Red Scarf Limited, a London based online media and marketing company that dedicates itself to two missions: helping young Chinese people to live a better life in the UK and helping UK companies to grow and develop within the UK-Chinese market.


Our Name


A red scarf is worn by every primary school student in mainland China since 1949. In Chinese, Red Scarf is called “honglingjin” and this is a name which every Chinese person from mainland China would recognise and easily remember. We use it to represent young Chinese people in the UK.


Our Story


Red Scarf started in December 2010 as a personal Sina Weibo account (Chinese version of Twitter) by the company Founder Pauline Guo. Her idea of creating Red Scarf was simple, to share, inspire and encourage young Chinese people to live a more active and enjoyable life in the UK. In order to continue and carry on her initiative and offer more comprehensive information to her audience, Red Scarf Limited was created in 2012.


Our Service


Everything we do is to make a connection and provoke a response. In order to keep providing the most useful information to our audience, from time to time we can offer basic advertising opportunities and a more strategic planning and online marketing plan. We have almost everything you need to promote your brand in this niche but potential market.




As long as we think your brand will fit in our content, you can use our advertising services which includes display banners and advertorials. Advertising with us is the best option in the UK which enables you talking directly to the Chinese audience.


Marketing Campaign


We understand each brand is different and each industry will need to be handled differently. If you are looking for an effective marketing and advertising campaign that can deliver results, we can help you to design a bespoke online campaign that will suit your needs.


Our Client Selective Procedure


Due to our company’s mission statement, we have a very strict client selection procedure, we cannot accept all advertising and marketing inquiries. If you are interested in working with us, please contact us by sending email to hello@honglingjin.co.uk and include your company’s name and website (if applicable), we will only reply to inquiries we see fit within our contents and audience’s interest.


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