XXG
Crafting the Social Media of a Bangkok Tastemaker
CLIENT
Number 8
LOCATION
Bangkok
DELIVERY
Ongoing
Social Media Launching Strategy / Social Media Management / Art Direction / Content Production / Storytelling / Photography / Videography / Motion Design
Known for their cult-favourite restaurant Ba Hao, the team behind XIN XE GOI ซินแซโกย approached us to shape the dovisl media presence of their latest venture. A bold new restaurant & bar concept rooted in Chinese heritage and Bangkok nightlife. They needed a launch strategy and long-term content vision that would translate their on-ground energy into a recognisable and compelling digital identity.
Our brief covered the full development of XXG’s social media branding, tone of voice, launch strategy, and ongoing social media content and ads management.
Strategy
We began by defining the brand’s digital tone: irreverent, expressive, and deeply rooted in cultural cues. The goal was to build a content style that felt immediate and intentional, capturing the atmosphere of a night out at XXG in Charoengkrung while nodding to the traditions that inspired it.
Our team led the creative direction from the ground up. We established a content framework that balances stylised photography, kinetic video, and editorial copywriting. Typography, motion, and graphic overlays were used to bring a distinctive energy to the feed. From launch posts to campaign storytelling, each piece was designed to feel local, layered, and alive.
Ongoing management includes monthly content production, talent coordination, and paid media. The content calendar reflects the rhythm of the brand: unpredictable, vibrant, and always in tune with the culture it represents.
Outcome
XXG’s digital identity now feels as curated and confident as the space itself. The brand launched with a voice that cuts through, earning attention and engagement from Bangkok’s creative and culinary scene. Today, the social platforms act as an extension of the experience, offering a consistent flow of imagery, language, and storytelling that keeps the brand top of mind and culturally relevant.
