New York City–based streetwear label FRIED RICE announced the launch of its Asia pop-up at K11 ECOAST, Shenzhen on Saturday, August 30, 2025. The one-year showcase, open daily until 10:00 PM through August 2026, is positioned as a solid foothold for the brand’s planned expansion into Asia—centered on connecting with likeminded creative communities in the region.
“When K11 reached out us, it was clearly the next step forward for our efforts to bring FRIED RICE to Asia,” said Maya Wang, Founder & Creative Director of the brand. “We’re here to learn, to collaborate, and to celebrate creative dreams with the people we meet along the way. This pop-up is as much about making heart to heart connections as it is a place to shop.”
The FRIED RICE showcase channels a clean, industrial “NYC artist loft” vibe and intentional interactive space for a gallery style retail experience. The shop will feature the FRIED RICE seasonal collections alongside special drops, with ongoing programming designed to bring together local creators, DJs, artists, and culture-minded audiences.
Underscoring FRIED RICE’s obsession with creating deeply-felt artistic and cultural experiences, the pop-up includes a custom DJ booth with vinyl turntables and a sound system imported from Japan featuring vintage 1970s Altec-Lansing Mantaray speakers.
Launch Programming
Opening-weekend music featured vinyl DJ YEYE, Mic Check12 from Hangzhou’s Future Sounds DJ crew, local DJ favorite Big Joe, and DJ MauroBel—by way of Bogotá, Colombia and New York —performing live with percussionist Mark Ayos.
What’s Next
The K11 pop-up kicks off a broader Asia expansion strategy for founder Maya Wang and team. In addition to the pop-up, the brand is currently assessing distribution, live retail broadcast and retail licensing partnership opportunities in the region, with an early stage focus on the Japan, China and Korea markets. A Tokyo pop-up is in the works for 2026. Additionally, the brand has plans to attend its 3rd consecutive Asia ComplexCon in Hong Kong in early 2026.
Community Voices
DJ Mauricio Beltrán (MauroBel / DANTE), Opening-Night Performer:
“As someone who was born in New York, grew up in Bogotá Colombia and spent years DJing across Asia and Latin America, I naturally relate to the FRIED RICE ethos and celebrating this beautiful ‘mix’ of creative and cultural perspectives we get to interact with in our lives. In this community we live that daily.”
Arun Ramanathan, Director, Mixmag Asia:
“So many of us have had our eye on Maya Wang and her brand FRIED RICE since encountering them at the last two ComplexCon Hong Kong events. No doubt they will continue to grow as an impactful force for bringing together unique creative voices and communities around the world.”
