New York City’s vibrant streetwear scene has found a new international home. FRIED RICE, the boundary-pushing fashion brand founded by award-winning designer Maya Wang, officially launched its first Asia pop-up at K11 ECOAST in Shenzhen on August 30, 2025. The year-long showcase, which runs through August 2026, marks a bold step in the brand’s mission to connect with creative communities across Asia while sharing its unique NYC-inspired ethos with global audiences.

A Fusion of Fashion, Culture, and Community

True to its roots, FRIED RICE brings more than just clothing to Shenzhen—it delivers an immersive cultural experience. Designed with the raw edge of an NYC artist loft, the pop-up doubles as a retail gallery and interactive space where art, music, and community converge.

Alongside the latest Autumn/Winter 2025 collection, visitors can expect exclusive drops and collaborative activations. At the heart of the store is a custom-built DJ booth with vinyl turntables and a Japanese sound system featuring vintage 1970s Altec-Lansing Mantaray speakers—a nod to the brand’s dedication to cultural authenticity and deeply felt artistic expression.

Celebrating with Music and Global Talent

The launch weekend set the tone for FRIED RICE’s Asia debut. Performances featured DJ YEYE, Mic Check12 of Hangzhou’s Future Sounds crew, Shenzhen’s own Big Joe, and New York–based Colombian talent DJ MauroBel, who performed live with percussionist Mark Ayos. The event underscored the brand’s ethos: a celebration of cross-cultural creativity that resonates from Brooklyn to Bogotá to Beijing.

“We’re here to learn, to collaborate, and to celebrate creative dreams with the people we meet along the way,” said Maya Wang, FRIED RICE’s Founder and Creative Director. “This pop-up is as much about making heart-to-heart connections as it is about fashion.”

Asia Expansion Strategy

The Shenzhen pop-up is only the beginning. FRIED RICE is actively exploring opportunities for distribution partnerships, live retail broadcasts, and licensing in China, Japan, and Korea. A Tokyo pop-up is already on the horizon for 2026, and the brand will return for its third appearance at ComplexCon Hong Kong early next year.

Fashion insiders are already taking note. “So many of us have had our eye on Maya Wang and FRIED RICE since seeing them at ComplexCon Hong Kong,” said Arun Ramanathan, Director of Mixmag Asia. “They’re becoming a powerful force for uniting unique creative voices around the world.”

Rooted in New York, Resonating Worldwide

Founded in New York City, FRIED RICE has built a reputation for innovative genderless streetwear, cutting-edge fabric choices, and striking design details. Inspired by the diversity of urban life, the brand continues to celebrate cultural intersections—whether on the streets of Brooklyn or in the bustling districts of Shenzhen.

Opening the Asia pop-up at K11 ECOAST, a premier cultural and retail destination in Shenzhen, provides the perfect platform for the brand’s expansion. Nestled along the coast in Nanshan’s Prince Bay, K11 ECOAST blends art, commerce, and sustainability, aligning seamlessly with FRIED RICE’s philosophy of art, people, and nature.

The FRIED RICE Promise

As the brand looks to expand across Asia, it remains committed to the values that have fueled its rise: creativity without borders, culture without labels, and fashion without limits. For Maya Wang and her team, the Shenzhen showcase is not just a store—it’s a living canvas for collaboration and community.

“FRIED RICE is about mixing cultures, ideas, and perspectives,” said DJ Mauricio Beltrán (MauroBel). “This space is proof of how fashion can create a global dialogue.”