DEEP DIVE

Adam Martinez, @AdamRayOkay on TikTok is known for his persona Rosa: a gregarious teenager who’s always gossiping or asking her classmates for favors. Adam’s Rosa videos typically follow the format of POV videos in which Rosa talks to the camera as if in conversation with viewers. Rosa’s signature look includes acrylic nails, unblended contour makeup, a t-shirt on her head, and loosely attached false eyelashes.

@adamrayokayPOV: Rosa catches you in the hall and knows you got a dollar for her😭 #fyp #viral #foryoupage♬ original sound – adamrayokay

TikTok featured the hashtag #Rosa on its Discover page with the comment “Welcome to the Rosa cinematic universe.” At the time of writing, videos associated with the hashtag #Rosa have been viewed over 561 million times on TikTok and @adamrayokay has over 2.2 million followers. Rosa-related videos on TikTok include original videos from Adam Ray Okay as well as parodies, fan art, and videos that use TikTok’s react effect to act out skits in which someone is talking to or interacting with Rosa.

In an interview with Insider, Adam Martinez shared about his development of Rosa, saying “Rosa is just somebody that everybody happens to know, whether it’s through school, through a friend, they just all have met somebody like her,” and “So I thought, ‘why don’t I just bring her back and let her shine?'”

@adamrayokayPOV: Rosa’s classmate thinks 11:11 wishes aren’t real😂😩 #fyp #viral #foryou♬ original sound – adamrayokay

As Rosa becomes increasingly popular online, her character is the star of image macro memes, parody videos, and her signature look is so recognizable that it can be painted onto a cookie.

@marlenedizzleRosa gets a hair makeover. #react to adamrayokay #fyp #foryou #trending #reaction♬ original sound – adamrayokay

@jeremiahdillon_My ex Rosa ruined my birthday ! #react to adamrayokay congrats on 1 mill 🙏🏽 #CleanFreshHype #AsGoodAsTheOG #fyp #foryou♬ Gasolina – Daddy Yankee

@theloserteacherPOV: Your teacher is getting ready to call someone’s tía. #react to adamrayokay #fyp #foryoupage #adamrayokay♬ original sound – adamrayokay

@cakesbynajzcookies inspired by adamrayokay♬ original sound – adamrayokay

@itsnianei don’t smoke tho #foryou #fyp♬ original sound – itsniane

@marlenedizzlePOV: you’re not trying to lend Rosa a chongo cuz it’s your only one and you need it for PE #fyp #foryoupage #react♬ original sound – adamrayokay

@_barlos99I thought she was calling me 🤷🏻‍♂️😂😂 #foryoupage #xyzbca ##fyp #viral♬ original sound – _barlos99

@abstract.daddytake my phone away #TheReplay #name3in5seconds #animalsoftiktok #cat #fyp #foryou #foryoupage #rosa♬ original sound – abstract.daddy