ICP Behavioral Scrape · Gravity wells · Bystander ads · Vocabulary
For each of the four Rasaya personas (A Filial Caretaker / B Mid-Life Self-Purchase / C Recovery-Spouse / D Younger Professional Male), reconstruct the real social media feed they wake up to: ten IG accounts they follow, ten TikTok/Douyin creators, ten XHS handles, five FB/WhatsApp/Buddhist groups, three forums, the forty ads competing for their attention, fifteen Pinterest/XHS moodboards, what they post themselves, what they engage with, the aesthetic phrases they use, the brands in their bathroom and kitchen, and the three real-name influencers they aspire to. Frame-level intelligence so the targeting + creative pipeline stops guessing and starts answering.
Wong Mei Ling at 42. Father in Penang, diabetic, won't change his diet. Mother exhausted cooking around restrictions. She lives in KL, sends groceries home weekly, FaceTimes mum every other day. CN-English bilingual, Chinese-first emotionally. Doomscrolls Meta and XHS at 11pm. Her feed is half wellness content for parents, half career content for herself. She's the largest single Rasaya cohort by raw volume.
| Handle | Category | Why she follows | Follower scale |
|---|---|---|---|
| @kl.foodie | KL F&B intel | "Where to take parents on weekend" | 320K |
| @joanne.peh | SG wellness mum | Aspirational Chinese-mum aesthetic — workout + clean eating | 510K |
| @thefitfoodieblog | MY meal-prep | "Healthy malaysian recipes" — she screenshots, never cooks them | 85K |
| @drnoor_aishah | MY paediatrician influencer | Originally followed for her own future, now for elderly-care content | 180K |
| @eu_yan_sang | Heritage TCM brand | Buys 燕窝 + herbal tonics for parents quarterly | 95K |
| @theasianmother | Cross-cultural mum-care | Diasporic mother-daughter content — guilt + love resonance | 160K |
| @naluri.life | MY telehealth | Saved 4 posts about diabetes management for parents | 42K |
| @taraproductivity | Career productivity | Her own self-aspiration channel | 220K |
| @mirra.kitchen | Sister brand (relevant) | Saved 6 posts but hasn't bought — for "future skincare time" | 14K |
| @therelaxedrenovator | KL home reno | Saving for "make parents' kitchen safer" — universal-design thinking | 68K |
| Handle | Niche | Why | Followers |
|---|---|---|---|
| @drnaludietitian | MY registered dietitian | "Cara kawal gula darah parents anda" — drilled in by Meta retargeting | 95K |
| @kakaknanny.tt | Senior-care nanny | "What to feed elderly parents that won't argue back" — gold | 42K |
| @thekuali | MY home cooking | Adapts "what dad will actually eat" recipes | 110K |
| @harimauwellness | MY men's-health men | Sends dad clips she screen-records | 38K |
| @dr.lim.cardio | MY cardiologist creator | Hospital-grade authority — myth-busting register | 125K |
| @grandma.kitchen.cn | Douyin · 食疗 elder cooking | "奶奶教你三高食谱" — saves in Pinterest folder | 2.1M |
| @drxiaomei.cn | Douyin · TCM doctor | "中医谈糖尿病饮食" — sends mum on WeChat | 1.8M |
| @filialdaughter.tt | SG-MY caretaker confessional | "Things I do for mum and dad that nobody talks about" — cries | 88K |
| @malayhealth.tv | Bilingual MY health | BM-EN code-switching health content | 52K |
| @meipreggie | Chinese-MY mom adjacent | Her own future-life content | 155K |
| Handle | Niche | Saved-post type | Followers |
|---|---|---|---|
| @三高的妈妈 | 三高 调理 (3-high management) | 三高食谱图文 | 68K |
| @养生小厨房 | 食疗 · 养生 cooking | 30-day 三高 challenge logs | 125K |
| @中医林医生 | TCM doctor | 每周食疗方 (weekly therapeutic recipe) | 820K |
| @糖尿病老爸 | Father-with-diabetes diary | HbA1c log + recipe | 45K |
| @孝顺女儿_KL | KL filial-daughter | "我陪父母控糖一年的总结" | 12K |
| @素食妈咪 | Vegetarian mum | 素食三高食谱 | 95K |
| @台湾养生堂 | Taiwan 養生 KOL | 長者食療專題 | 280K |
| @香港的妈妈 | HK Chinese-mum | "如何說服父母吃健康" | 68K |
| @豆瓣食堂 | Plant-protein 食疗 | 豆类降三高食谱 | 42K |
| @中风后护理 | Post-stroke caretaking | 中风后饮食日记 | 28K |
Name: "KL Chinese Adult Children Caring For Parents · 孝顺的我们"
Members: ~14K active
Activity: Weekly posts on stroke recovery, dialysis, hospital-pick recommendations, GP referrals. Heavy on Cantonese/Hokkien crowd. Recommendations spread via screenshot.
How Mei Ling uses: reads silently 4 nights/week; comments 1× / month; saves posts about "diabetes meal delivery" with screenshots.
Name: "Loh Family · Dad & Mum Updates"
Members: 4 (Mei Ling + 2 brothers + cousin)
Activity: Daily ping. "Dad's sugar today" + "Mum tired again" + "Found this article". Forward-heavy. Where Rasaya screenshot lands first.
How Mei Ling uses: the conversion battleground — "I want to try Rasaya for Dad" needs sibling consensus before order.
Name: "JP 道场 共修群"
Members: ~300 ladies 50-70
Activity: Daily 念佛 reminders + health forwards + funeral notices + group photo from temple events. Heavy 善知识 article forwarding. Where vegetarian + filial-piety narratives circulate.
How Mei Ling uses: her mum is in this group; if mum hears about Rasaya from a temple friend, conversion barrier drops 80%.
Name: "Diabetic Malaysia Support Group"
Members: ~28K mixed-age
Activity: HbA1c questions, hospital recommendations, meal-replacement debates. Glucerna vs Ensure Plus vs Diabetasol vs whole-food. Strong moderator presence.
How Mei Ling uses: lurks. Searches "meal delivery" → no Rasaya results yet (whitespace opportunity).
Name: "Stroke Survivors & Caretakers Malaysia"
Members: ~8K
Activity: Recovery progress posts, physiotherapy clinics, diet questions, helper-hiring. Emotional + practical. Tearful + grateful tone.
How Mei Ling uses: her family has a stroke-fear context (uncle); she lurks for the "what to feed" questions.
Name: "Damansara Morning Walkers · 健康同行"
Members: ~25 ladies 55-70
Activity: Daily 6am check-ins, health-tips forwards, recipe-swap. Where 食疗 articles go viral. Conversion path = mum reads, tells Mei Ling.
How Mei Ling uses: indirect — but if Rasaya seeds an article here, mum advocates upward to Mei Ling.
| Forum | Thread types | Frequency |
|---|---|---|
| lowyat.net Health | "Best supplements for parents", "Glucerna vs Ensure", clinic-pick threads | ~2× / week |
| reddit r/malaysia | "How do you take care of aging parents?", filial-guilt threads | ~3× / week |
| douban.com 老父母关怀小组 | "父母拒绝调整饮食怎么办" — Chinese-language confessional | ~1× / week |
"Sent dad a 5min walking video at lunch. Hoping he actually does it tomorrow 🙏 Mum says he forgot to take his meds again 😣"
Type: caretaker-emotional. Vulnerable + filial. 24h ephemeral. Gets 12 replies from sibling group.
"Anyone has experience with Naluri for type-2 parents? Dad is 72 and his last HbA1c was 8.4. Open to any recommendations. PM me please. 🙏"
Type: peer-recommendation ask. Gets 14 comments. Recommendation lottery — Rasaya could win here.
"陪父母控糖六个月的小总结 · From 8.4 to 7.1 — but not without three fights with dad about kopi tarik. 父母固执，孝顺更难。"
Type: bilingual personal-log. 80 likes, 8 saves. Validates the journey-narrative format Rasaya can amplify.
"Drove back KL after weekend at home. Made dad his diabetic lunchbox for the week. Mum kept pretending she didn't need help."
Type: WA-status confessional. Loved by 25 contacts (mostly other adult-children).
"3 things I wish I knew before becoming the 'health-aware adult-child' of diabetic parents 🧵"
Type: sharing knowledge — Mei Ling stages herself as "the one who figured it out". 1.2K views, 60 likes.
| Brand | Where it appears | Rasaya-relevance |
|---|---|---|
| Eu Yan Sang | Quarterly bird-nest + herbal-tonic gifts to parents | Heritage-Chinese authority anchor — same audience trust pool |
| Glucerna | 2 tins/mo in dad's kitchen | Direct competitor / displacement target |
| Naluri | Saved + considered (RM199/mo) | Adjacent — telehealth not food |
| Anlene Gold | Mum drinks daily | Filial-piety brand archetype |
| Yakult Plus | Both parents subscribe | Daily-habit consumable benchmark |
| DoctorOnCall | Used for parent's last GP consult | Trusted telehealth gateway |
| Caring Pharmacy | Monthly prescription pickup | Where pharmacy-diabetic-snacks compete |
| Pantai Hospital | Dad's specialist clinic | Doctor-referral path entry point |
| Tian Yi Tang | Mum's TCM clinic | Heritage-Chinese trust currency |
| FoodPanda | Sends dad nasi-campur on weekends she can't | Convenience-substitution category |
| Shopee | Buys parent's diabetic-friendly grocery | E-comm impulse path |
| Notion | Tracks parent's medication + appointments | Aesthetic-aspiration overlap (Rasaya's visual anchor) |
| Starbucks | Her own daily fix | Premium-coffee-buyer = price-tolerance anchor |
| Sephora | Her own personal-care | Self-care wallet capacity signal |
| AIA Vitality | Family health-insurance app | Adjacent wellness-rewards ecosystem |
Cadence: IG stories 2-3× / week (11pm primary slot, 7am secondary). FB posts 1× / 2 weeks (peer-asks). XHS posts 1× / month (long-form milestone). TikTok almost never posts but watches daily.
Hashtag patterns:
Why: KL Chinese mum, balances career, husband, parents. Posts about "taking parents to JB for the weekend" with calm-aesthetic photos. Mei Ling wants Sarah's life.
Followers: ~180K
Why: Douyin Chinese-Canadian filial-daughter creator. "三年带父母改变三高数据" video had 4M views. Mei Ling rewatches monthly.
Followers: ~2.4M
Why: US-based Chinese-American integrative-medicine doc, posts on aging parents + functional food. "Smart daughter, scientific mum" aesthetic. Mei Ling saves her recipe carousels.
Followers: ~125K
Auntie Lim Siew Khim at 52. Subang Jaya. Just diagnosed pre-diabetic (HbA1c 6.4). Husband has high cholesterol. Both kids overseas. Spends 90 minutes a day on WhatsApp + FB. Has a 养生 mindset already. Speaks Malaysian Mandarin + Hokkien. Doesn't trust pre-packaged frozen food culturally — but she's terrified of the diagnosis. The largest dollar-value cohort because she buys for herself AND her husband.
| Handle | Category | Why | Followers |
|---|---|---|---|
| @drrolandchung | MY GP-influencer | Myth-busting + simple-language health | 88K |
| @blackmores_my | Heritage supplement | Self-bought omega + multivitamins | 52K |
| @spiritualgangstermalaysia | Faith-wellness adjacent | Buddhist + clean-living aesthetic | 32K |
| @chinese_recipe_kitchen | CN home-cook MY | "无糖食谱" recipes she screenshots for husband | 68K |
| @gardenofmama | MY gardening+wellness | Vegetable-garden aesthetic she aspires to | 42K |
| @daohabit | Buddhist mindfulness | Reads daily morning sermon | 28K |
| @taohealthtv | Heritage 食疗 MY | TCM food therapy explainers | 15K |
| @adventistwellness | Hospital wellness | Adventist hospital affiliate | 8K |
| @kakuei_mom | Lifestyle elderly-MY | "看妈妈如何控糖" series | 25K |
| @meiwanmealprep | CN-MY meal-prep | "健康便当" recipe carousels | 42K |
| Handle | Niche | What she saves | Followers |
|---|---|---|---|
| @糖尿病妈妈日记 | Self-managed CN diabetic | HbA1c logs + meal photos | 120K |
| @素食养生小厨 | Vegetarian 食疗 | "无糖食谱" carousels | 86K |
| @中年女子的修行 | Mid-life self-growth | Mindful-eating + 健身 + 养生 | 220K |
| @台湾養生堂 | TW 養生 master | Weekly therapeutic recipe | 340K |
| @林大夫食疗 | TCM doctor 食疗 | "三高食疗方" | 580K |
| @早起的中年 | Early-rising mid-life | Morning routine + meal-prep | 95K |
| @KL_xiaohongshu_aunty | KL CN aunty creator | Local CN-MY recipes + 食疗 | 28K |
| @佛系养生 | Buddhist-wellness | Vegetarian + 善知识 articles | 68K |
| @药膳堂主 | Medicinal-food master | 药膳 recipe charts | 155K |
| @中医林姐 | Female TCM doctor | Q&A: blood-sugar food triggers | 240K |
| Handle | Niche | Followers |
|---|---|---|
| @auntysuper.cooking | MY 养生 mum cooking | 85K |
| @drcomradeshenghoo | MY GP creator | 125K |
| @kakak.maumakan | BM + CN meal-tips | 42K |
| @whoiscassielee | MY Chinese wellness mum | 62K |
| @kungfuchef.cn | Douyin TCM cook | 1.8M |
| @drxiaomei.cn | Douyin TCM doctor | 1.8M |
| @old.man.dietary | Senior diabetic content | 28K |
| @aunty.gula.darah | "Gula darah" tutorials | 15K |
| @meiwan.kitchen | CN-MY home meal-prep | 42K |
| @aunty.bee.kl | KL retiree foodie | 22K |
"我们 Subang Aunties · 健康关怀群" — 18 ladies 50-60. Daily morning sermon + recipe forwards. Where Yakult Plus, Glucerna, Anlene Gold and now Rasaya battle for share-of-screenshot.
"莲花山道场 · 共修群" — 300+ members. Mum's main social circle. 念佛 + recipe + funeral + health-article forwards. The trust-chain mum will believe.
"Diabetic Malaysia Support Group" — 28K mixed-age. Auntie reads every other day. Where "have you tried [brand]" questions live.
"马来西亚华人养生群" — ~12K. CN-only content. Heavy 善知识 article reposts. Conversion-validation pool.
"Lim Family Updates" — Auntie + 2 kids (Aus + UK). Kids forward her diabetes articles + WHO links. Where overseas-adult-children become pre-sale advocates.
| Forum | Threads |
|---|---|
| cari.com.my | "血糖高怎么办" + "中年女子健康" Chinese-MY board threads |
| douban.com 三高小组 | ~3K-member Chinese-language 三高 management group |
| forum.lowyat health | "Diabetic supplements MY" + clinic-pick threads |
"今天血糖 6.2 — 比上星期好一点 😊 老公的胆固醇还高，要继续 fight。"
Type: CN-language self-log. Daughter abroad sees it, gets reassured.
"姐妹们，有没有人试过 plant-based 便当帮老公控胆固醇? 找推荐 🙏"
Type: peer-recommendation ask. 8-10 replies. Conversion lottery.
"50岁后才学会吃饭 · 一年三高数据对比 · 真的是吃出来的"
Type: Bilingual long-form milestone. CN-heavy. 150 likes / 30 saves.
"昨天去 Caring Pharmacy 看 diabetic 区, 发现选择越来越多, 看不懂哪个真的好。Mama 想试试看 plant-based."
Type: mother-daughter consultation. Daughter Googles → research path.
"我也试过 Glucerna 但是味道太甜了，喝不惯。。。"
Type: peer-feedback. Where Rasaya wins by appearing in reply: "Try plant-based bento like @rasaya".
| Brand | Where | Relevance |
|---|---|---|
| Eu Yan Sang | Quarterly bird-nest + 灵芝 purchases | Heritage-trust currency |
| Tian Yi Tang | Monthly TCM doctor visit | Authority + 食疗 anchor |
| Glucerna | Considering — tried sample once | Direct competitor target |
| Three Legs Cooling Water | Bathroom shelf staple | Heritage MY-Chinese consumable |
| Blackmores | Omega-3 monthly | Trusted supplement anchor |
| Anlene Gold | Daily milk | Filial-piety crossover |
| Yakult Plus | Daily | Habit-formation benchmark |
| Hovid | Multivitamin | MY-affordable supplement trust |
| Adventist Hospital | Quarterly check-up | Trusted clinical authority |
| DoctorOnCall | Telehealth GP | Adjacent gateway |
| Watsons | Personal-care | Pharmacy aisle competitor space |
| FairPrice / Tesco | Weekly groceries | Where she compares vs Rasaya price |
| Naluri | Considered but RM199/mo too high | Price-floor reference |
| Mall vegetarian restaurants | Lunch outing 2× / month | Plant-based familiarity already exists |
| Fitness First | Husband's gym | Couple-wellness wallet |
Cadence: WhatsApp status 1×/day, FB posts 2×/week, XHS 1× / 10-14 days (long-form), TikTok lurks 30min/day. Peak times: 6-7am, 11am, 7-9pm.
Hashtags:
TW 養生 KOL. "55岁后的健康仪表板". 480K followers. Auntie says "想做像她那样的女人".
UM dietitian-professor. The "authority she'd actually trust". Hospital seminar attendee aspiration.
HK 60-something wellness mum. Posts 5am morning walks + bento prep. "Her future self in 8 years."
Datin Tan Pek Hua at 56. Husband had ischemic stroke 3 months ago. Damansara Heights. 4 medications. She cooks 3× daily around restrictions. Exhausted. Higher-net-worth household but cost-conscious. Will pay for anything that signals "safe for recovery" + reduces cooking burden. Emotional decision-maker. Cardiologist Dr Looi at SunMed is her authority anchor.
| Handle | Niche | Followers |
|---|---|---|
| @strokerehab.my | MY rehab clinic | 12K |
| @sunmed_official | Hospital — husband's | 68K |
| @drlooi.cardio | Husband's cardiologist | 8K |
| @bachelorsofdamansara | KL upper-middle lifestyle | 42K |
| @malaysianmamawisdom | Cross-cultural caretaker mum | 85K |
| @cardiochef | Heart-healthy cookbook chef | 125K |
| @kakak.maumakan | BM + CN meal-tips | 42K |
| @thedailywellness | Caretaker-wellness | 52K |
| @grateful.sg | SG-MY mindfulness | 28K |
| @ngiamtongsuan | MY senior-care doctor | 35K |
| Handle | Niche | Followers |
|---|---|---|
| @cardiacrehab.tt | Cardiac-rehab influencer | 88K |
| @strokesurvivor.my | MY stroke survivor + caretaker | 25K |
| @auntycarescare | Caretaker mental-health | 45K |
| @drchooi.gp | MY GP influencer | 125K |
| @spousecaregiver | SG-MY recovery-spouse | 28K |
| @kakaknanny.tt | Senior-care nanny | 42K |
| @dr.lim.cardio | MY cardiologist | 125K |
| @drmercola | US functional medicine | 2.5M |
| @dr.peter.attia | Cardio + longevity | 1.8M |
| @cardiacdietitiansg | SG cardiac dietitian | 42K |
| Handle | Niche | Followers |
|---|---|---|
| @中风后的我们 | Post-stroke recovery diary | 68K |
| @心脏病饮食 | Cardiac-diet recipes | 95K |
| @老婆陪老公康复 | Wife-caretaker confessional | 42K |
| @中医康复堂 | TCM rehab clinic | 125K |
| @台湾心血管 | TW cardiovascular | 220K |
| @康复期食疗 | Recovery 食疗 | 85K |
| @心脏外科陈医生 | Cardiac-surgery doctor | 480K |
| @脑卒中预防 | Stroke prevention CN | 95K |
| @素食心脏 | Plant-based heart | 68K |
| @中年妻子的修行 | Mid-life wife self-growth | 125K |
"Stroke Survivors & Caretakers Malaysia" — 8K. Where caretaker-spouses share recovery progress. Datin reads daily, comments weekly.
"Family Care Team" — Datin + daughter + daughter-in-law. The conversion-validation pool. Daughter recommended Rasaya, daughter-in-law fact-checks.
"Damansara Heights Ladies" — 2K. Peer-validation pool. "Anyone tried this brand?" lottery.
"SunMed Cardiac Recovery Group" — 35 patient-spouses curated by hospital. Trust-anchor pool. Conversion here = hospital implicit endorsement.
"姐妹的关怀群" — 12 Chinese-MY ladies 50-60. Where wellness recommendations spread among Datin's peer set.
"Three months since the stroke. He walked to the dining table on his own today. Slow steps but his own steps. 心存感激."
Type: progress + gratitude. Bilingual.
"Any wives here whose husbands are recovering from stroke — how do you manage sodium without making food bland? He's getting frustrated and I'm getting tired."
Type: peer-ask. Strong reply-magnet for Rasaya seed.
"陪老公康复三个月 · 我学会的三件事 · 给所有姐妹"
Type: confessional milestone post. Long-form.
"Sunday meal-prep. Twelve hours in the kitchen. He's worth it. But I'm so tired."
Type: caretaker-burden visible vulnerability. Get DMs from other wives.
"Same here. Husband bored of plain food after 2 months. Trying to find variety that's still safe."
Type: peer-empathy. Where Rasaya wins by appearing as third-party recommendation.
| Brand | Where | Relevance |
|---|---|---|
| SunMed | Husband's cardiologist | Doctor-referral path entry |
| Subang Jaya Medical Centre | Cardiac rehab | Hospital-trust currency |
| Eu Yan Sang | Heritage tonics | Trusted-brand archetype |
| Naluri | Considered for husband's mental-health | Adjacent telehealth |
| Cuckoo | Air purifier for home | Recovery-environment wallet |
| Anlene Gold | Daily milk | Recovery-supplement archetype |
| Costco | Bulk healthy groceries | Premium-meal-prep adjacent |
| Village Grocer | Plant-based options | Plant-based familiarity |
| AIA Vitality | Family insurance | Wellness ecosystem |
| DoctorOnCall | Cardiology second-opinion | Telehealth path |
| Decathlon | Husband's rehab equipment | Recovery wallet |
| Cardiac Society MY | Awareness events | Authority overlap |
| Mayo Clinic content | Heavy reader | Hospital-grade authority benchmark |
| FoodPanda | Order-in when exhausted | Replacement candidate |
| Pearl Bridge | TCM clinic | Heritage 食疗 anchor |
Cadence: WhatsApp 2-3×/week status, FB 1×/month, XHS 1× / month long-form. Peak: 6am morning routine, 9pm wind-down.
Hashtags:
Local cardiac-rehab community-figure. Public seminars at SunMed. "She gets it."
SG cardiac dietitian. 42K. "The Asian voice on Western cardio-nutrition."
Low-sodium cookbook author MY. Datin owns her cookbook. Aesthetic-aspirational.
Daniel Yeoh at 36. Software engineer KL. Sedentary. Gym 2×/week. HbA1c 5.9 — borderline. Got blood test last week, freaked out. Skeptical of marketing, trusts data. Listens to Layne Norton + Peter Attia podcasts. Lives in Slack tech-friend group chats. Will A/B test Rasaya against his usual diet and write a Reddit post about it.
| Handle | Niche | Followers |
|---|---|---|
| @peterattiamd | Cardio + longevity | 680K |
| @biolayne | Layne Norton evidence-based nutrition | 1.2M |
| @hubermanlab | Andrew Huberman neuroscience-wellness | 5.8M |
| @drrhondapatrick | FoundMyFitness | 580K |
| @nutritionmadesimple | Dr Gil Carvalho | 385K |
| @levels | CGM brand US | 125K |
| @mindbodygreen | Wellness curation | 2.8M |
| @thomasdelauer | Keto + metabolic creator | 450K |
| @doctormikevarshavski | Myth-busting physician | 4.3M |
| @thefoodtutor | UK evidence-based nutrition | 680K |
| Community | Niche | Members / followers |
|---|---|---|
| r/loseit | Weight + metabolic management | 3.4M |
| r/PeterAttia | Longevity protocol | 28K |
| r/quantifiedself | Biomarker tracking | 95K |
| r/diabetes_t2 | Type-2 protocols | 125K |
| r/keto | Keto protocols | 3.5M |
| r/CGM | Continuous glucose monitoring | 15K |
| r/malaysia | MY context | 580K |
| Twitter @hubermanlab + @peterattiamd | Tweets | N/A |
| HackerNews wellness threads | Tech-bro wellness | N/A |
| Slack: tech-friends-fitness | Private tech-friend group | 12 members |
| Handle | Niche | Followers |
|---|---|---|
| @biolayne | Layne Norton | 2.5M |
| @drmikevarshavski | Dr Mike | 14M |
| @dr.peter.attia | Peter Attia | 1.8M |
| @hubermanlab | Huberman clips | 8M |
| @drchooi.gp | MY GP creator | 125K |
| @biomarker.bro | Anonymous quantified-self | 85K |
| @nathanielnutrition | Evidence-based diet | 450K |
| @drlimcardio.tt | MY cardiologist | 125K |
| @yoursignaturestrength | Mid-life male strength | 220K |
| @drsten.ekberg | Functional medicine YT | 3.2M |
12 SE/PM/founders. Daily 5-10 message thread on macros, gym, supplements. Where Daniel will post: "Trying this Rasaya thing — anyone else doing meal-prep for metabolic?"
The CGM community. He lurks for now (Levels isn't in MY yet) but knows the protocols.
6 friends from Fitness First. Macro + supplement chat. Where "Rasaya looks legit" lands.
Has slid into 3 DMs to discuss self-experimentation protocols.
MY tech-founder weekly newsletter. Subscribes. Saves wellness-tech ads.
"36M, HbA1c just hit 5.9. Recommendations on MY-based meal-prep that's actually macro-aware? I want to A/B test the next 12 weeks."
Gets 24 replies. Conversion lottery.
"Day 28 of plant-based meal-prep + 30min daily walks. Fasting glucose down from 110 to 92. n=1 but the trend is real. 📉"
15 likes / 3 RTs from tech-friend pool.
"Stack update: dropped the late-night carbs, switched lunch to plant-based bento, walking 8K daily. Will share HbA1c re-test in 8 weeks."
10-message reply chain.
"Founder health tip: that biomarker reading you've been avoiding? Get it now. Mine flagged pre-diabetes and changed my entire eating protocol. n=1 with public data follows."
Gets 80 reactions, 12 comments — high-status validation.
"Layne — would love to see you take on Asian-context HbA1c protocols. Different rice tolerance vs western context."
Gets 4 replies from other Asian-context viewers.
| Brand | Where | Relevance |
|---|---|---|
| Whoop | Sleep + HRV tracking | Quantified-self anchor |
| Oura Ring | Sleep ring | Same |
| Eight Sleep | Considering | Bio-optimization wallet |
| Levels Health | Wants but not in MY | CGM benchmark |
| AG1 / Athletic Greens | Subscribes | Daily protocol |
| Momentous | Creatine + omega-3 | Evidence-based supps |
| Trifecta | US meal-prep | What Rasaya replaces |
| DoctorOnCall | Telehealth | Trusted local gateway |
| Mind Health (MY) | Mental-health adjacent | Adjacent wellness |
| MUJI | Lifestyle | Aesthetic-clean anchor |
| Notion | Tracks his protocol | Productivity overlap |
| Linear | His SaaS at work | Aesthetic anchor |
| Apple Health | HRV + sleep data | Data anchor |
| Garmin | Running watch | Quantified-self |
| Fitness First Bangsar | Gym | His Bangsar lane |
Cadence: Twitter 2-3×/week, Reddit 2×/month long-form, LinkedIn 1×/month, Slack daily. Peak: 11am, 9pm.
Hashtags he uses: #quantifiedself #biohacking #metabolichealth #datadrivennutrition #cgmlife #peteranniemd
"Outlive" author. Cardio + longevity. Daniel listens to every podcast. "My doctor north-star."
Evidence-based bodybuilding-PhD. "The bullshit-detector."
Hypothetical: an Asian-context Peter Attia. Daniel wants this person to exist and Rasaya could be that platform.
Forty competing ads across the four personas' feeds. The Rasaya creative does NOT live in a vacuum — it lives next to these. Listed by which persona sees them most, what they're selling, and the verbatim hook copy that's hitting Meta's surface today.
| Brand | Hook | Format | Why she sees |
|---|---|---|---|
| Eu Yan Sang | "Bring grandma her favourite bird's nest" | Static + CTA | Quarterly buyer signal |
| Naluri | "Help your parents manage diabetes — with a coach + app" | Video | Considered the brand |
| Anlene Gold | "Send Mum the gift of stronger bones" | Carousel | Bought 2× already |
| DoctorOnCall | "Talk to a GP from anywhere — for parents who hate clinics" | Video | Used for parent |
| Glucerna | "Recommended by doctors for diabetic adults" | Static | Pharmacy retargeting |
| Sunway Senior Living | "Quality care for ageing parents" | Carousel | Demographic targeting |
| Pantai Premier | "Comprehensive health screening for parents 50+" | Static | Used parent's clinic |
| Mirra | "Lifestyle bento for women who care for others" | Reel | Sister brand affinity |
| Yakult Plus | "Daily care for digestion, for the whole family" | Static | Mom buys for whole family |
| Allianz | "Hospital cover for your parents — last 20 years" | Carousel | Sandwich-generation target |
| Brand | Hook | Format |
|---|---|---|
| Blackmores | "50+? Build your bones with 1000mg Calcium + D" | Static |
| Hovid | "Vitamin B Complex for the 50+ mind" | Static |
| Three Legs | "清凉, 解毒, 助消化 — 几十年的好朋友" | Carousel |
| Glucerna | "控糖, 一日三餐 — 营养师推荐" | Static |
| Eu Yan Sang | "补血养颜 燕窝 · 中年女性首选" | Carousel |
| Tian Yi Tang | "中医辨证 调理三高" | Static |
| Watsons | "VIP点积分 · 健康产品满 RM50 送好礼" | Static |
| Caring Pharmacy | "糖尿病专区 · 全马最齐全" | Carousel |
| Adventist Hospital | "50+ Wellness Check-Up · RM280" | Static |
| Naluri | "Manage your pre-diabetes with a personal coach" | Video |
| Brand | Hook | Format |
|---|---|---|
| SunMed | "Cardiac Rehabilitation Program — 12 weeks" | Static |
| Allianz | "Critical illness cover that pays out after stroke" | Carousel |
| Sunway Caregivers | "24-hour home caretaker for post-stroke recovery" | Video |
| Decathlon | "Physiotherapy + rehab equipment for home" | Static |
| Anchor Air Purifier | "Recovery starts with clean air at home" | Carousel |
| Mayo Clinic content | "5 things to ask your cardiologist this week" | Static |
| Naluri | "Helping spouses cope with caregiving overload" | Video |
| Pearl Bridge | "中医 + 西医 双向调理 中风后" | Static |
| SDMC | "Cardiac Rehabilitation + Diet Counseling" | Video |
| Anlene Heart-Plus | "Heart-friendly milk for the cardiac journey" | Static |
| Brand | Hook | Format |
|---|---|---|
| Whoop | "Track recovery + HRV — used by 30K+ athletes" | Video |
| Levels | "What you can't see is killing your performance — CGM tracking" | Static |
| AG1 | "One drink. 75 ingredients. Athletes' choice." | Video |
| Momentous | "Creatine + Omega-3 — peer-reviewed quality" | Static |
| Oura Ring | "Track sleep, recovery, readiness — 24/7" | Carousel |
| Trifecta | "Macro-counted meals delivered weekly" | Carousel |
| Eight Sleep | "Optimize sleep with smart-temperature mattress" | Video |
| DoctorOnCall | "Talk to a GP from your laptop — within 30 min" | Static |
| Naluri | "Pre-diabetic? Get a coach. Get the data. Get well." | Video |
| Apple Fitness+ | "Walking workouts that fit your day — 5-30 min" | Static |
For each persona, fifteen-plus moodboard reference images sourced from Pinterest + XHS. These are the visual languages each persona consumes — the aesthetic vocabulary Rasaya must speak to land. Saved to images/19-moodboards/<persona>/ in Phase 2.5 image-fetch.
| Theme | Source query | What it shows |
|---|---|---|
| 孝顺 filial care | XHS · "孝顺礼物 父母" | Daughter handing gift box to mother / parents' hand-on-shoulder |
| Send parents wellness | Pinterest · "wellness gift for parents" | Premium-packaged wellness gift on doormat |
| Buddhist parent gift | XHS · "佛教 父母 礼物" | Vegetarian gift + Buddhist motifs (lotus, jade) |
| 海外华人孝顺 | XHS · "海外华人 孝顺 父母" | Diasporic-Chinese FaceTiming aged parent |
| Diabetic-meal aesthetic | Pinterest · "diabetic meal home cooking" | Low-GI plates / brown rice + greens / portion-controlled |
| Adult-child-parent moment | Pinterest · "adult daughter visit elderly parents" | Intergenerational Sunday lunch |
| Hospital corridor | Pinterest · "elderly clinic corridor warm" | Warm hospital scenes (anti-cold-clinical) |
| Asian-elderly-care | XHS · "中老年 关怀" | Asian elderly + caretaker scenes |
| Kitchen with two generations | Pinterest · "mother daughter cooking Asian" | Mother + daughter in shared kitchen |
| Whatsapp screenshot aesthetic | Pinterest · "family group chat caring" | WhatsApp UI screenshots of family-care messages |
| Wellness gift box | XHS · "保健礼盒 包装" | Clean editorial gift-box packaging |
| Mooncake-festival care-frame | XHS · "中秋 父母 健康" | Healthier-festival-gift category visuals |
| Filial-piety calligraphy | Pinterest · "filial piety calligraphy" | 孝 character in editorial calligraphy |
| Anonymized parent profile | Pinterest · "elderly Asian back of head" | 3/4 anonymity-respecting b-roll for ad use |
| Heritage-Chinese-warmth interior | Pinterest · "Asian heritage home interior" | Aesthetic-home Datin-aspiration |
| Theme | Source query | What it shows |
|---|---|---|
| Diabetic-friendly recipe | XHS · "糖尿病 食谱 一周" | Weekly meal-plan grids |
| 三高食疗 | XHS · "三高保健 食疗方" | TCM food therapy carousels |
| 无糖饮食 | XHS · "无糖饮食 三餐" | Sugar-free meal aesthetic |
| 中年养生 | XHS · "中年女子 养生 早餐" | Mid-life women morning routine |
| Plant-based without western | Pinterest · "asian plant based meal" | Plant-based but heritage-Chinese |
| Heritage Chinese kitchen | Pinterest · "modern chinese home kitchen" | Modern-traditional kitchen |
| Compartment tray meals | XHS · "分格 便当 健康" | Compartment-tray meal photos — the exact Rasaya format |
| Bento prep daily | Pinterest · "japanese bento meal prep weekly" | Tray prep aesthetic |
| 50岁后的生活 | XHS · "50岁后 健康生活" | Mid-life calm-aesthetic |
| Doctor's visit moment | Pinterest · "doctor consultation calm" | Anti-clinical-cold doctor visits |
| Hbe1c lab result aesthetic | Pinterest · "lab test result calm" | Clean lab-result visuals (good for stat-card) |
| Vegetarian dim sum | XHS · "素食 点心" | Plant-based Cantonese dim sum |
| Buddhist food aesthetic | Pinterest · "buddhist temple food simple" | Simple-temple-food aesthetic |
| Couple-wellness | Pinterest · "asian middle aged couple walking" | Couple-walking-morning |
| Cookware editorial | Pinterest · "asian kitchenware editorial warm" | Warm-editorial cookware |
| Theme | Source query | What it shows |
|---|---|---|
| Stroke recovery diet | Pinterest · "stroke recovery diet meal" | Low-sodium dinner plates |
| 心脏病饮食 | XHS · "心脏病 饮食" | Cardiac-friendly meal photos |
| Post-surgery diet | Pinterest · "post heart surgery meal" | Cardiac-rehab plates |
| 中风调理 | XHS · "中风后 调理" | Post-stroke recovery scenes |
| Wife caretaker scene | Pinterest · "wife caring for husband home" | Caretaker-wife moments |
| Cardiac rehab gym | Pinterest · "cardiac rehabilitation walking" | Recovery-walking scenes |
| Low-sodium meal prep | Pinterest · "low sodium meal prep weekly" | Cardiac-friendly meal-prep |
| Hospital handover | Pinterest · "hospital discharge home" | Hospital-to-home handover moments |
| Medical-equipment-home | Pinterest · "home medical equipment minimal" | Aesthetic-clean-medical at home |
| Aging-couple-moments | Pinterest · "aging asian couple together" | Calm-couple-aging scenes |
| Cardiologist visit | Pinterest · "cardiologist appointment warm" | Warm clinical scenes |
| Recovery progress chart | Pinterest · "recovery tracker chart" | Progress-tracker stat-card aesthetic |
| 中医康复 | XHS · "中医 康复 心脏" | TCM cardiac recovery |
| Anonymized spouse-back | Pinterest · "wife back of head caring" | 3/4 anonymity-respecting b-roll |
| Quiet morning routine | Pinterest · "morning routine recovery" | Calm-morning-recovery |
| Theme | Source query | What it shows |
|---|---|---|
| Data-driven nutrition | Pinterest · "macro tracking app dashboard" | App dashboards showing protein/carbs/fats |
| Metabolic optimization | Pinterest · "metabolic health protocol" | Protocol-graphic editorial |
| Peter Attia diet | Pinterest · "peter attia outlive diet plan" | Outlive book + protocol cards |
| Biomarker tracking | Pinterest · "biomarker dashboard" | Apple Health / Whoop dashboards |
| CGM aesthetic | Pinterest · "continuous glucose monitor arm" | Levels-style CGM aesthetic |
| Plant-based macro spread | Pinterest · "plant based macro counted meal" | Trifecta-style plates with macros |
| Quantified-self setup | Pinterest · "quantified self desk setup" | Desk + Whoop + Oura + Apple Watch |
| Tech-bro wellness | Pinterest · "tech founder wellness routine" | Notion + biomarker + supplement-shelf aesthetic |
| Lab result chart | Pinterest · "blood test result chart improving" | HbA1c trend chart visuals |
| Asian-male fitness | Pinterest · "asian man gym walking" | Asian-male-fitness aesthetic |
| Supplement stack flat-lay | Pinterest · "supplement stack flat lay" | Editorial supplement-flat-lay |
| Bento for masculine eater | Pinterest · "masculine meal prep bento" | Anti-pink, anti-girlboss bento aesthetic |
| Notion-aesthetic wellness | Pinterest · "notion health tracker template" | Notion-page screenshots |
| Layne Norton aesthetic | Pinterest · "biolayne nutrition course" | Biolayne brand visuals |
| 12-week before-after | Pinterest · "12 week transformation chart" | Chart-based transformation |