FRIED RICE, the NYC Streetwear Brand, Embarks on Asia Expansion with a Pop-Up in Shenzhen

FRIED RICE Expands Into Asia with Pop-Up in Shenzhen

On August 30, 2025, FRIED RICE, a dynamic streetwear brand based in New York City, officially opened its pop-up store at K11 ECOAST, Shenzhen, marking a significant milestone in its growth strategy aimed at penetrating the Asian market. This unique pop-up is not just a retail venture; it embodies the brand's commitment to connecting with creative communities across Asia, serving as a platform for collaboration and cultural exchange.

Located in a vibrant urban environment, the FRIED RICE pop-up will remain open daily until 10 PM through August 2026. Maya Wang, the brand’s founder and creative director, voiced her excitement, stating, "When K11 reached out, it was the next logical step for us to take FRIED RICE to Asia. We're here not just to sell, but to learn, collaborate, and celebrate artistry with everyone we meet."

The design of the pop-up reflects a clean, industrial vibe reminiscent of an artist loft in New York City, creating an interactive gallery-style retail experience. Visitors can explore the latest seasonal collections from FRIED RICE alongside exclusive merchandise. The space is meticulously curated to facilitate ongoing programming that invites local artists, DJs, and community members to engage creatively.

One of the highlights of the pop-up is its custom DJ booth, featuring vinyl turntables and a high-end sound system imported from Japan, specifically utilizing vintage 1970s Altec-Lansing Mantaray speakers. Opening weekend saw exceptional performances from notable DJs, including YEYE and Big Joe, along with dynamic live performances from international acts merging diverse sounds.

In conjunction with the pop-up launch, FRIED RICE is exploring broader expansion strategies in Asia, with specific interests in Japan, China, and Korea. Plans for additional pop-ups, including one in Tokyo slated for 2026, and participation in the upcoming Asia ComplexCon in Hong Kong showcase the brand's commitment to establishing roots in this culturally rich region.

It's clear that FRIED RICE is not merely looking to sell streetwear but is deeply invested in the artistic dialogue between cultures. DJ MauroBel, who performed at the opening night, shared his insights on the brand's ethos, stating, "As a NY-born artist who has traveled and performed across Asia and Latin America, I deeply resonate with FRIED RICE's vision of celebrating the diversity in creative perspectives. This community lives the blend of cultures daily."

Arun Ramanathan, Director at Mixmag Asia, highlighted the brand's impact, enumerating how FRIED RICE has garnered attention at previous events like ComplexCon. He affirmed the brand's potential to unify distinctive creative voices globally.

Founded by the self-taught designer Maya Wang, FRIED RICE has garnered acclaim for its genderless streetwear collections that reflect innovation in design, fabric quality, and artistry. The brand aims to create a global network of individuals united through mutual appreciation for culture and creativity.

The K11 ECOAST, part of the broader cultural district in Shenzhen, represents an ideal backdrop for FRIED RICE’s inaugural Asian venture, harmonizing with the brand's philosophy of intertwining art, people, and nature. As the pop-up unfolds over the next year, it promises to provide an enriching experience not just for shoppers, but for the entire artistic community in the area.