- HOME
- TRENDING
- PEOPLE
- COMMUNITY
- LIFESTYLE
- OUR PUBLICATIONSOUR PUBLICATIONS
- MASALA RECOMMENDS
- MASALAWEDS
For as long as we can remember, the aspirational lifestyle was sold to us by those on the big screen. Actors, singers, and even politicians were the tastemakers.
The lives splashed across tabloids and glossy magazines were the blueprint, from Kate Moss’s leopard print in the 90s to more recent phenomena like JENNIE’s blonde money pieces.
These unattainable style icons and fashion must-haves influenced popular culture but with the rise of social media came an interesting caveat: a tastemaker could now be anyone with an iPhone, a ring light, and a tripod, who had something to say. That was the birth of the influencer.
There are influencers for everything: clothes (designer, thrift, niche), perfumes, food (restaurants, bars, cafés), books, movies... If it can be experienced, you can be influenced.
A new kind of content creator has gained traction over the years, really exploding in the post-pandemic years as more people clamoured to explore—the travel influencer.
Traditional guidebooks and paper itineraries have all but disappeared and these influencers have risen to the challenge. From creating multiple-day itineraries to curating lesser-known locations, there is a niche for every kind of traveller.
Thailand has no shortage of travel connoisseurs, no doubt due to Thailand’s undying popularity, but what about homegrown voices?
Masala spoke to Rose Kaur AKA @roseinthailand on how she navigates the reel world.
What initially drew you towards content creation and travel content specifically?
I have always loved cute cafés, rooftop spots, and newly opened places around the city.
I used to take photos just for myself, and over time, many of my friends from abroad would reach out for recommendations before visiting. Instead of answering individually, I started documenting everything in one place.
This led to a wider audience discovering my content and finding value in it. Living in Bangkok makes travel content more exciting—there is always something new to discover.
I am never bored and I find that I love being able to share that side of the city with others.
Creating an identity online can take several tries, especially with how big the market is. How did you find your voice in a sea of creators?
My journey into content creation began quite casually.
Although I was only posting content for my friends, the posts gained speed quite quickly. That was unexpected. I never planned to turn it into something big, but when I saw how people were responding, I decided to go with the flow.
I found my voice naturally over time by sharing places that I genuinely enjoyed. Now, I really love creating content, especially knowing it helps people discover places and experiences they might not have found otherwise.
Thailand is an incredible destination for tourists and it can feel like there is never enough time to discover. How do you decide which places to feature and which locations your audience may be interested in?
It is an even split of “would I genuinely recommend this to a friend?” and “does this look and feel special?”
I love places that are aesthetically beautiful, but a good aesthetic cannot be the sole focus. It should also be someplace you would actually enjoy spending time, not just somewhere you take a photo, then leave.
Additionally, I pay attention to how my audience engages with the content, whether that is by saving, liking, or interacting, because that tells me a lot.
How do you maintain a work-life balance between content creation and your full-time job?
To be honest, it can get a bit hectic sometimes.
I work full-time in my family’s diamond jewellery business, Kaur & Jain Jewels, where I am involved in sales, so my days are quite structured. As a result, I plan my content around my schedule: evenings, weekends, or days when I know I won’t be meeting clients for work.
I also do my best to create content in batches so I am not constantly filming. Through this process, I have learned that balance isn’t about doing everything at once, it is about being realistic with your time and staying consistent in a way that works for you.
As a travel influencer, have you noticed any differences in engagement when it comes to the type of content you create? Are people more interested in restaurants, shopping, or “hidden” tourist destinations?
Yes, definitely!
Content like Indian restaurants, clubs, and more relatable lifestyle-driven posts tend to perform really well.
Hidden gems or lesser-known places do not always get the same immediate engagement, but those are actually my favourite to share.
I enjoy introducing my audiences to places that are not in the limelight or on everyone else’s lists but still offer great quality and authentic experiences, especially when it comes to Thai food.
Pad thai and mango sticky rice are great entry points into Thai culture but for me, it is about showing a more grounded side to Thailand while maintaining a balance with content that people are naturally drawn to.
What does rest and relaxation look like for you? Is it also travel?
I am always out exploring, filming, or meeting clients for work, which keeps me quite busy. Resting for me is staying home, ordering food, or going out and spending time with family and friends without being in “content mode”.
Has creating content about travelling in Bangkok changed the way you think about or experience the city?
Completely. I think I used to take a lot of it for granted. Now, I notice so much more: the atmosphere, the culture, the small details, and even the trends within the city.
Looking at Bangkok through a “content” lens has made me more present and appreciative of the city. I feel like I am constantly rediscovering Bangkok in new ways!
I feel incredibly grateful to have been born in Bangkok and to call it home.