FRIED RICE, the acclaimed New York City streetwear brand, is accelerating its global journey with a dynamic new presence in Asia. The label has just unveiled its pop-up showcase at K11 ECOAST in Shenzhen, opening on August 30, 2025, and will operate daily until August 2026. This marks a bold step in the brand’s wider Asia expansion strategy, crafted to connect with creative communities throughout the region.
A Creative Home Away From Home
The new FRIED RICE pop-up is more than just a retail outpost—it’s an interactive, gallery-style experience set in a space channeling a clean, industrial “NYC artist loft” vibe. As Maya Wang, Founder & Creative Director, explains, “When K11 reached out us, it was clearly the next step forward for our efforts to bring FRIED RICE to Asia. 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 shop features the brand’s seasonal streetwear collections alongside special drops, and ongoing programming with local DJs, artists, and cultural tastemakers—making it a hub for creative exchange.
Gallery-Style Retail Meets Music and Art
Integral to FRIED RICE’s vision of immersing customers in artistic and cultural experiences, the pop-up comes alive with a custom DJ booth outfitted with vinyl turntables and a sound system imported from Japan, featuring vintage 1970s Altec-Lansing Mantaray speakers. Launch weekend music programming included vinyl sets by DJ YEYE, Mic Check12 of Hangzhou’s Future Sounds DJ crew, local favorite Big Joe, and DJ MauroBel, who brought his global background, performing live with percussionist Mark Ayos—uniting music and fashion in a uniquely FRIED RICE way.
What’s Next in Asia
The K11 pop-up is the first step in a larger Asia expansion for FRIED RICE and founder Maya Wang. The brand is actively exploring broader opportunities, from distribution to live retail broadcast and retail licensing partnerships, with an early-stage focus on the Japan, China, and Korea markets. A Tokyo pop-up is planned for 2026, and FRIED RICE is also scheduled to attend its third consecutive Asia ComplexCon in Hong Kong in early 2026.
Community response has been enthusiastic. DJ Mauricio Beltrán—“MauroBel / DANTE,” opening-night performer—explains, “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 at Mixmag Asia, adds, “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.”
FRIED RICE: Connecting the World in Style
Founded by award-winning, self-taught designer Maya Wang, FRIED RICE celebrates creative community and diversity of artistic and cultural perspectives, both in local NYC neighborhoods and in urban life globally. The brand has become known for innovative, genderless streetwear collections, inventive details, and standout fabrics—all with a mission of connecting individuals and communities through shared creative aspiration.
As FRIED RICE takes root in Asia, its presence at K11 ECOAST embodies a commitment to cultural exchange, collaborative art, and diversity in contemporary fashion. This one-year pop-up is more than just a shopping destination—it’s a vibrant hub for imagination and urban creativity on a global scale.
