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 do while applying for jobs.
After moving back to Cardiff following two years in South Korea for work and travel, I set out to find good matcha in the city. What surprised me most was how popular matcha had become in the UK while I was away.
It was also really meaningful to see East Asian cultural influence becoming more visible in a city I grew up in, where there hadn’t been much recognition of it before.
I carried out my own market research and created a series called: “Finding the Best Matcha Spots in Cardiff.” To date, I’ve visited over 40 cafés in search of the best matcha in the city, and the search continues.
I realised that my matcha content was reaching my target demographic; however, I felt this was a niche audience, and I wanted to expand my reach and community. Therefore, I branched out to create food and beverage content in both Cardiff and London, which has further created opportunities to generate UGC in Bristol and New York.
I still have a lot I want to achieve, and I’m really grateful for the collaborations and people I’ve met along the way. I’ve made so many new connections and foodie friends, and I really value the warm, supportive community I’ve found.
“Phone eats first”
TikTok & Instagram examples
@whatyeedoing | whatyeedoinggg@gmail.com
a video about east asian food representation in cardiff
Reel to promote Furredo Tokyo, a pop-up Japanese restaurant in Cardiff
Reel to showcase an honest review of Onsu Bakery
(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
Reel to showcase the UK’s first Korean food festival, Jung Festival
An ad created to promote Hard Lines cafe
Ad for Joli App
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.
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
A reel where I taste test American snacks to a UK audience
Brands, Content & Collaborations
Through one-off and short-term paid collaborations, I’ve had the opportunity to work with 120+ brands as of *August 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.
Example of brand partnerships:
