User-Generated Content (UGC)
Food & Beverage Content | Cardiff, London and beyond
During a short period of being ‘funemployed’, I wanted a creative outlet and something fun to focus on while applying for jobs.
After moving back to Cardiff following two years in South Korea for work and travel, I set out to find the best matcha in the city. What surprised me most was how much matcha had grown in popularity across the UK while I was away.
It was also meaningful to see East Asian cultural influences becoming more visible in a city I grew up in, where I hadn’t previously seen much recognition of them.
I carried out my own market research and created a content series, “Finding the Best Matcha Spots in Cardiff.” To date, I’ve visited over 40 cafés in search of the city’s best matcha, and the search continues.
While I found that my matcha content resonated strongly with my target demographic, I wanted to broaden my audience and build a wider community. I therefore expanded into food and beverage content across Cardiff and London, which has led to UGC opportunities in skincare and lifestyle, as well as collaborations in Ireland and New York.
I still have plenty I want to achieve, but I’m incredibly grateful for the collaborations, connections and foodie friends I’ve made along the way.
“Phone eats first”
TikTok & Instagram Examples
@whatyeedoing | a small sample of my UGC reels - scriptwriting, filming, editing, all by me
Storytelling video about my experience with food and growing up as Welsh Chinese in Cardiff
A reel to promote Furredo Tokyo, a limited-time pop-up Japanese restaurant in Cardiff
An AD to showcase Onsu Bakery in Soho, London
(2) a highly requested video of my experience about EVO-ICL (vision correction surgery) in south korea. how i went from -9.5 myopia to 20/20 vision
A reel to showcase the UK’s first Korean food festival, Jung Festival
An AD created to promote Hard Lines Cafe in Cardiff - this is my second AD for them due to the success of the first
AD for Joli App
Recipe/Cooking video:
I created a series called “Will it Welshcake?”, where I test out if things can be turned into a Welshcake. This is a mochi Welshcake.
60 Days Insights (12 July - 08 Sept, 2026), Instagram: @whatyeedoing
Examples of non-food-related reels
a skincare video for SKINFOOD, a Korean skincare brand showcasing their Rice collection
A series supporting Asian-owned small businesses - Matchya
Taste Test Reel:
I sampled American snacks to a UK audience
Trend Reel: “Editing… like a reality TV show” trend
Brands, Content & Collaborations
Through one-off and short-term paid collaborations, I’ve had the opportunity to work with 120+ brands as of *Sept 2026. Beyond the work itself, I’m grateful for the new people I’ve met, the connections I’ve built, and how each collaboration continues to inspire me creatively. I’ve also had the opportunity to feature on a few podcasts, an exciting new avenue I’m keen to explore further. I love and prioritise working with small independent businesses, but here are a few reputable brand partnerships that have reached out.
Some examples of brand partnerships:
