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Monday, 18 May 2026 · YEA Content Intelligence
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Project Brief PDF
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Onboarding Flow
1
Upload Project Brief PDF
AI extracts pillars, tone, banned words, language
2
Review Brand Context
Verify extracted pillars, edit if needed
3
Generate First Campaign
7–10 AI topic ideas for current month
4
Approve Topics & Write Copy
Team selects, AI writes in brief language/tone
What goes in Project Brief?
• Brand name, tagline, industry
• Target audience (age, gender, interest)
• Brand voice, tone & language
• Content pillars (categories)
• Banned words / topics
• Formatting preferences
• Key products / services to feature
• Target audience (age, gender, interest)
• Brand voice, tone & language
• Content pillars (categories)
• Banned words / topics
• Formatting preferences
• Key products / services to feature
Sumido Midvalley Southkey
挽肉の道 · Japanese Hikiniku · JB Soft Launch April 2026
Soft Launch
Strategy Brief
SUMIDO
Character
7.5
Capacity
6.0
Capital
8.0
Condition
7.0
Connection
6.5
Credit
7.5
Avg Score
7.1
01
Project Background
Target GEO
Johor Bahru — Midvalley Southkey catchment (working professionals + JB families)
Business Goal
Soft launch awareness, drive first 1,000 covers in 30 days, secure 200+ Google reviews
Current Status
Soft Launch April 2026 · Pre-opening hiring + concept teaser
Main Challenge
Educating MY market on "挽肉" (hikiniku) — a category most diners haven't tried
02
Strategic Overview
Position Sumido as JB's first dedicated 挽肉 (hand-mashed beef) concept restaurant — premium ingredients, theatrical preparation, accessible price. Build the cuisine category education AND the brand story simultaneously. Lean heavily into video-first content (TikTok / Reels / XHS) to dramatize the hand-mashing and grill ritual. KOC seeding before soft launch to flood feeds with authentic first-impressions on opening day.
03
Budget
Google
$0
Meta
$2,400
Others
$0
Influencer (KOC)
$1,800
Total
$4,200
04
Deliverables
Content Output (per month)
XHS: 5 posts/mo
Facebook + IG: 5 cross-posts/mo
Reels Video: 2/mo
TikTok: 2/mo
KOC seeding: 4 L1/L2 KOCs/mo
Facebook + IG: 5 cross-posts/mo
Reels Video: 2/mo
TikTok: 2/mo
KOC seeding: 4 L1/L2 KOCs/mo
Platforms
XHS
Facebook
Instagram
IG Reels
TikTok
Production
On-site shooting INCLUDED
Monthly half-day shoot covering: hand-mashing process, grill plating, customer testimonials, "behind-the-counter" reels. Designer/Editor: Ke Xin.
Industry: F&B · Japanese Restaurant
Website: (launching with soft launch)
YEA System — Project Brief v1 — Page 1
CONFIDENTIAL DOCUMENT
Project Team
Project Manager: Shaine Wong
Content Writer: Yu Wen
Designer / Editor: Ke Xin
Contract: 6 months · Apr 2026 – Sep 2026
Production Shooting: Yes (monthly half-day)
Quick Actions
Ideation Workbench
AI 发想 · 12 ideas · 3 approved → ready to draft
Announcement · XHS / IG
Edited by ChatGPT · 12s ago
✓ Approved
Father's Day 父亲节 — 带爸爸吃日式挽肉
今年父亲节，你想给爸爸的不是一份昂贵的礼物 — 是一桌大家终于能坐在一起的饭。Sumido 4 代同堂也坐得舒服；挽肉是 chef 在你眼前一下下打出来的 — 爸爸看了会想拍照发给他的朋友。
From: Content Radar "family dining JB" theme · Project Brief audience "JB families" · ✨ ChatGPT reworked hook
USP/Feature · TikTok / Reels
✓ Approved
"挽肉是什么?" — 30 秒拍打 ASMR
Most MY diners haven't heard of 挽肉. Open with the rhythmic hand-mashing sound, no narration, end with the finished patty on the grill. Curiosity-driven, highly shareable.
From: Content Radar top question "What is 挽肉?" · Brand tone "craft-proud"
USP/Feature · IG / FB
✓ Approved
Google Review = Free Takoyaki
Convert organic visits into Google reviews — give 1 free takoyaki for every verified review. Soft Launch goal: 200 reviews in 30 days.
From: Project Brief business goal "200+ Google reviews" · 5C Connection low (6.5)
Brand Awareness · XHS / Reels
Pending
"我们的肉来自哪里" — sourcing story
JB diners are increasingly conscious about meat sourcing. A 60-sec mini-doc on supplier farms positions Sumido as transparent + premium.
From: Content Radar rising theme "meat sourcing" · Brand Do "name the cut + sourcing"
Branding/Lifestyle · IG / XHS
Pending
Weekend Brunch Set — pair grill with cold sake
Drive weekend day-part with a curated set menu. Photographable, story-able, ideal for date-night XHS posts.
From: Content Radar "date night" theme · Project Brief goal "weekend covers"
Announcement · IG / FB
Added by ChatGPT · 3s ago
Pending review
我们家的食材来源 — Halal 透明度声明
"Is Sumido halal?" 在 May Content Radar 里是搜索量第 2 的 question。回答这条不是营销，是把对话主动权拿回来。建议直接拍一条 90 秒「我们家的牛肉来自哪里 + 我们的厨房 setup」transparent video，配 Halal 状态说明，平 IG/FB。
From: ✨ ChatGPT · responding to Content Radar top question "Is Sumido halal" (rank #2)
← From idea: Father's Day 父亲节 — 带爸爸吃日式挽肉
↳ 来源: Content Radar "family dining JB" theme + Project Brief audience
Post Caption — Facebook
Media
📷
Drop media or generate from prompt
Caption — Instagram
Script — Reels Video (15-30s)
Script — TikTok (30-60s)
Title + Body — XHS 小红书
🏯
Sumido Midvalley
Sponsored · 🌎
这个 Father's Day，带爸爸吃 Sumido 的日式挽肉 🍙
爸爸们这一辈子都在为家人操心 — 这一餐，让他坐下…
📷 Photo placeholder
👍 Like💬 Comment↗ Share
Brand Guardrails
✓ Hand-mashing referenced
✓ Sourcing named (Wagyu 短角)
✓ No "best in JB" superlatives
✓ No discount-led messaging
✓ BM / ZH / 少量 JP terms — on brand
✓ Sourcing named (Wagyu 短角)
✓ No "best in JB" superlatives
✓ No discount-led messaging
✓ BM / ZH / 少量 JP terms — on brand
#
Type
Title
Status (Copy / Creative)
Publish Date
Actions
01
Brand Awareness
概念海报 Sumido @ Midvalley Southkey — Opening Soon
Concept poster · A4 print ready · Crosspost FB
IGFB
CopyScheduledCreativeScheduled
24 Apr 2026
02
Ads/Sponsored
9:16 TV Video — Restaurant teaser
Vertical video · Meta Ads
IGFBReels
CopyScheduledCreativeScheduled
27 Apr 2026
03
Brand Awareness
Vacancy 招聘 — A4 print version
Print + digital · Pre-launch hiring
IGFB
CopyScheduledCreativeScheduled
28 Apr 2026
04
USP/Feature
Google Review = FREE Takoyaki promotion
Drive 200+ Google reviews in 30 days
IGFB
CopyIn ReviewCreativeIn Review
4 May 2026
05
Ads/Sponsored
Sumido Soft Launching announcement
Paid + organic · Bilingual zh/EN
IGFB
CopyScheduledCreativeScheduled
4 May 2026
06
Announcement
Sumido 入驻 新山 Mid Valley Southkey！我们来啦！
XHS-native announcement · zh primary
XHS
CopyScheduledCreativeScheduled
18 Apr 2026
07
Brand Awareness
Video — Sumido 日式挽肉概念店
30s video · hand-mashing ASMR
XHS
CopyScheduledCreativeScheduled
18 Apr 2026
08
Announcement
预热 — 即将开业 敬请期待
Build-up to soft launch · countdown
XHS
CopyScheduledCreativeScheduled
18 May 2026
09
Branding/Lifestyle
挽肉是什么 由来！— 文化科普
Educational content · cuisine intro
XHS
CopyScheduledCreativeScheduled
18 May 2026
10
USP/Feature
Soft Opening 限定优惠
First 100 customers · launch event
XHS
CopyScheduledCreativeScheduled
18 May 2026
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You'll see what it looks like on its destination platform — same preview as in the Drafting stage.
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XHS · 入驻新山
XHS · 概念视频
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IG · 概念海报
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IG · Vacancy 招聘
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April 2026 · Click any cell to view / edit
KOC (Key Opinion Customer) seeding for April–May. Mirrors Excel "XHS KOC Arrangement Calendar" sheet.
| Tier | Visit Date | Visit Time | Published Date | KOL · Content Title | Checked by YEA | Approved by Client | Content Link |
|---|---|---|---|---|---|---|---|
| April 2026 · 25/04/2026 – 24/05/2026 | |||||||
| 小红书 L1 | TBD | TBD | TBD | — | — | ||
| 小红书 L1 | TBD | TBD | TBD | — | — | ||
| 小红书 L2 | TBD | TBD | TBD | — | — | ||
| 小红书 L2 | TBD | TBD | TBD | — | — | ||
| May 2026 · 25/05/2026 – 24/06/2026 | |||||||
| 小红书 L1 | TBD | TBD | TBD | — | — | ||
| 小红书 L1 | TBD | TBD | TBD | — | — | ||
| 小红书 L2 | TBD | TBD | TBD | — | — | ||
| 小红书 L2 | TBD | TBD | TBD | — | — | ||
+ Add KOC arrangement
Team Management
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Admin
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Viewer
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Members (5)
Client Settings
Klinik Suri
Manage brand profile, content pillars, and Project Brief
Client Profile
Team Assignment
SL
Sarah Lim
Editor
AW
Alex Wang
AdminOwner
Client Overview
Onboarded15 Jan 2026
Campaigns generated5
Total copy pieces42
Project Brief versionv2 · 10 Apr 2026
Notifications
Notify on copy ready
Notify on topic approval needed
Content Pillars
💎 Skin Education ✕
✨ Treatment Showcase ✕
🌿 Wellness Tips ✕
⭐ Social Proof ✕
Banned Words / Topics
❌ medical claims ✕
❌ before/after ✕
❌ guarantee results ✕
❌ competitor names ✕
Formatting Rules
Max 200 words per post ✕
Use BM as primary language ✕
End with CTA ✕
3–5 hashtags ✕
Brand Voice & Tone
Target Audience
Current Project Brief
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KlinikSuri_Project_Brief_v2.pdf
2.4 MB · Uploaded 10 Apr 2026
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Project Brief Version History
v2 · 10 Apr 2026
Updated tone guidelines + 2 new pillars
v1 · 15 Jan 2026
Initial onboarding brief
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