How Rosa’s Thai use Creators for vibrant, authentic, user generated content (UGC)

Rosa’s Thai began life as a small market stall on Brick Lane, but has since grown into a much-loved restaurant group with over 40 locations across the UK. Founded by Saiphin and Alex Moore, Rosa’s Thai blends the vibrant, bold flavours of Saiphin’s Thai heritage with a modern, welcoming dining experience that’s captured hearts (and appetites) nationwide.

From hearty green curries to fresh, fiery papaya salads, Rosa’s Thai is all about feel-good food made from real ingredients. It’s a brand built on passion and authenticity—something that’s reflected not only in the dishes, but in everything they do.

To help share their story with even more people, Rosa’s Thai partnered with Joli. Together, they’ve been able to connect with content creators who love the food, the atmosphere, and the story behind the brand. These creators have brought the Rosa’s Thai experience to life on social, creating excitement around new campaigns and showcasing the dishes in ways that feel organic and true to the brand.

By bringing more authentic user-generated content into their marketing strategy, Rosa’s Thai has been able to reach new audiences who are genuinely excited to discover their menu and visit in person. It’s a natural fit—good food and good storytelling go hand in hand.