New York City Streetwear Brand FRIED RICE Launches Asia Pop-Up and Expansion Plan

NEW YORK, Sept. 11, 2025 /PRNewswire/ -- 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 3^rd 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."

About FRIED RICE

FRIED RICE is a New York City–based apparel brand founded by award winning self-taught designer Maya Wang. The brand celebrates creative community and the diversity of artistic and cultural perspectives in their local NYC neighborhoods and in urban life worldwide.

Known stylistically for innovative genderless streetwear collections, inventive styling details, and outstanding fabrics, FRIED RICE seeks to connect individuals and communities around the world through culture and the shared experience of creative aspiration.

About K11 ECOAST

K11 ECOAST Art and Cultural District by the Sea is K11's first flagship project in the Chinese Mainland, located in Prince Bay, Nanshan, Shenzhen. Encompassing cultural retail landmark K11 ECOAST, the multi-purpose art space K11 HACC, the next-generation workspace K11 ATELIER, and the Promenade with breathtaking coastal views, it upholds the K11 core brand values of Art, People and Nature.

Media Contact:
Nolan Mecham
+1 (646) 583-2289
[email protected] 

SOURCE FRIED RICE